Platform Targets Inclusion For Artisans, Small Businesses In Nigeria

MarketBuddy, a new online platform has launched its operation with a focus on empowering small businesses and artisans with limited digital presence.

Combining traditional eCommerce with innovative features like an auction module and customized links for artisans, the platform aims to enhance visibility, accessibility, and trust within the Nigerian market. MarketBuddy was conceived four years ago to address challenges faced by artisans and vendors who traditionally rely on roadside pickups or word-of-mouth referrals.

Speaking at the launch event in Lagos, Founder and CEO Adejuwon Adeboboye said the platform offers artisans and small vendors a global stage to showcase their goods and services, ensuring affordability and inclusivity.

MarketBuddy’s founder and CEO, Adejuwon Adeboboye, at the launch event in Lagos, said the platform is designed to empower blue-collar artisans and small businesses with zero online presence.

Adeboboye stated; “We provide a secure and efficient platform that allows them to expand their reach and connect directly with customers,” adding that the platform has onboarded 3,000 artisans and over 15,000 goods through a stringent verification process, which includes checks of phone numbers, national identification, and business registration numbers.

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Acknowledging initial challenges, Adeboboye highlighted the adoption of creative marketing strategies, such as roadshows, to build awareness and trust. One of MarketBuddy’s unique features is the provision of customized links that connect artisans directly to customers, simplifying access and fostering stronger connections.

“Our platform is a one-stop shop for eCommerce. We offer an auction feature, similar to eBay, allowing users to dispose of items immediately. We are also exploring the concept of proprietary shopping cards for Nigerians in the diaspora,” Adeboboye noted.

Head of operations and product manager, Raymond Maduawgu emphasised that, MarketBuddy’s competitive 10 percent commission rate—lower than the industry average—ensures profitability for artisans without additional delivery costs. ‘We’re focused on building long-term trust and reputation rather than immediate profitability,’ he explained.

Data analyst Mobolaji Anthony highlighted the platform’s strategic position within the $6 trillion global eCommerce market. “With 2.71 billion people using eCommerce daily, including 2.2 percent who shop internationally, MarketBuddy is poised to play a significant role in this space,” he said.

Head of customer experience at Transactworld Digital Services, Cynthia Alabi, praised MarketBuddy for addressing key challenges faced by African artisans and small businesses, including limited funding, inadequate infrastructure, and lack of market visibility.