E-commerce Platform Opens Nigerian Entrepreneurs To Global Reach

Nigerian entrepreneurs are poised to expand their influence on the global stage with the launch of GiriToday, a revolutionary e-commerce platform designed to connect African artisans with buyers around the world.

Scheduled to go live in February 2025, GiriToday offers a seamless and innovative solution for local sellers to showcase their products internationally, while empowering them to earn in foreign currencies.

Founder and CEO, GiriToday, Wale Ayantoye, who disclosed this at a Webinar, on Thursday said, the app aims to eliminate barriers that have historically limited African entrepreneurs, adding that, unlike traditional e-commerce platforms, GiriToday allows sellers to list products for free and guarantees payment at the prevailing foreign exchange rate, ensuring sellers benefit fully from international transactions.

“GiriToday is about empowering African artisans and entrepreneurs. With this platform, sellers from Lagos to Accra can directly connect with buyers in the U.S., Canada, or Europe, earning fairly and on time,” Ayantoye explained.

Leveraging cutting-edge technology, GiriToday integrates artificial intelligence (AI) and machine learning to enhance buyer-seller interactions. Features like AI-powered product recommendations, secure transaction systems, and tailored matchmaking between sellers and high-intent buyers redefine e-commerce for African creators. For sellers, this translates into streamlined customer acquisition and a higher return on investment.

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Co-founder of GiriToday, Ola John Ajiboye,  emphasised the platform’s commitment to creating authentic experiences, saying, “This isn’t just a marketplace. It’s a culturally rich hub that brings Africa’s unique heritage to the world. From custom-tailored clothing to handcrafted goods, buyers can interact with artisans in an entirely new way, supported by features like body imaging and virtual reality.”

In addition to its advanced technology, GiriToday addresses longstanding issues in cross-border trade, such as product misrepresentation and logistics.

A rigorous product verification system ensures authenticity, while an integrated shipping API provides affordable delivery options.

Product insurance further enhances trust for buyers and sellers alike. The platform also supports the growing demand for African culture globally. From fashion and art to traditional crafts, GiriToday helps African entrepreneurs tap into new markets, particularly the African diaspora seeking to reconnect with their roots.

By removing intermediaries and listing fees, GiriToday ensures transparency in pricing, enabling artisans to focus on their craft while accessing a wider audience. “We are helping African entrepreneurs overcome the logistical and financial hurdles of going global,” Ayantoye added. With a strong infrastructure in place and an enthusiastic waitlist of sellers and buyers, GiriToday is set to reshape e-commerce in Africa. It not only promises to amplify the reach of African businesses but also to redefine how the world experiences African culture.