For Abisola Roland, the founder and CEO of Routely, creating a streamlined shipping solution for African e-commerce businesses wasn’t just a business decision—it was personal. As a former e-commerce business owner, she encountered the stress and complications that often accompany international shipping, from unexpected customs delays to lost shipments.
Her experience gave rise to Routely, a logistics platform specifically designed to ease these challenges for merchants across Nigeria and beyond.
Roland’s journey with shipping started with her own frustrations. “I remember the countless times I dealt with costly delays, missing packages, and complicated customs processes that slowed my business down,” she recalls. “Seeing my own customers disappointed, despite all my efforts, made me realize there had to be a better way.”
Roland’s firsthand struggles ignited her passion to develop a logistics solution that simplifies the international shipping process for businesses, especially in markets like Nigeria. Drawing from her domain expertise in e-commerce and logistics, she spent months researching common pain points for businesses in the region, interviewing other merchants to understand what would help them succeed.
“My background in e-commerce and logistics really helped me connect with what business owners were going through,” Roland says. “I wanted Routely to be the platform that handled all these logistics frustrations, allowing merchants to focus on what they do best—growing their businesses.”
Routely was built not only to provide technical solutions but to become a trusted partner for businesses. Roland emphasizes that every member of the Routely team is encouraged to see the bigger picture and understand the challenges that merchants face. “In our company culture, we always remind our team that when we help our merchants deliver with excellence, we’re helping them build trust with their buyers. This trust is crucial for customer retention and long-term growth,” she says.
This customer-centred approach is central to everything Routely does. The company’s processes are designed to be intuitive and accessible for all users, regardless of their experience with international logistics. With features like multiple budget friendly options, simplified customs data processing, shipment tracking & notifications, and package protection, Routely has made it easier for businesses to ensure their customers receive packages on time and intact.
Since its founding, Routely has continued to grow and expand its offerings, evolving to meet the needs of a fast-changing e-commerce landscape. The company has ambitious plans to integrate AI technology to enhance precision and efficiency further, making customs processing even faster and more reliable.
“We’re thrilled about where we’re heading,” Roland states. “Our goal is to keep refining our solutions and expanding our reach across Africa, creating a seamless logistics experience that empowers every business we work with.”
Routely’s journey, much like its founder’s, is driven by a dedication to helping businesses succeed by eliminating the obstacles of international shipping. With a vision to transform the logistics industry, Roland and her team are setting a new standard for African e-commerce logistics, allowing businesses to focus on what matters most—their growth and their customers.
Founded by Abisola Roland, Routely is a logistics technology platform dedicated to simplifying international shipping for businesses in Nigeria and Africa. By integrating advanced technology with a deep commitment to customer service, Routely is helping businesses deliver with confidence, eliminate shipping challenges, and establish stronger relationships with their buyers.
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