SefRel Shop Champions ‘Buy Nigerian’ Movement to Boost Local E-Commerce and Manufacturing

Nigeria imported goods worth more than ₦60.5 trillion ($40 billion) in 2024, according to the National Bureau of Statistics, with manufactured products making up 44% of the total. From electronics and clothes to household items, a large share of these purchases came from overseas sellers on platforms like Jumia, Konga and AliExpress, or through informal WhatsApp import networks. This long-standing dependence on imports has hurt local manufacturers and reinforced the “Aba-made” stereotype that sees Nigerian products as cheap or substandard despite government campaigns such as “Buy Naija to Grow the Naira.”

SefRel Shop, an e-commerce marketplace co-founded by software engineer Ridwan Akinola in late 2024, aims to reverse that trend by exclusively selling Nigerian-made goods. The name “SefRel” is drawn from “self-reliance,” reflecting its mission to promote homegrown solutions and create a trusted space for authentic local products. “We don’t need to depend too much on foreigners for things we can do at home,” Akinola said.

To win over skeptical buyers, SefRel Shop enforces strict quality checks. Vendors must prove their products are at least partly produced, assembled or branded in Nigeria, submit factory or warehouse videos for verification, and have their product descriptions approved before going live. “People already have a bad perception of Nigerian-made products. We cannot afford bad products on our platform. Trust is very important,” Akinola explained.

Since switching entirely to local goods in September 2025, SefRel has attracted 30–40 active vendors serving over 100 customers, with more than 80 vendors on the waiting list. Revenue comes from subscriptions, commissions and ad placements, ranging from $11 starter plans to $130 enterprise packages. Payments are handled through Paystack, while deliveries rely on trusted partners like local dispatch riders, God Is Good Motors and SpeedAF, allowing the lean, bootstrapped team of 15 volunteers to focus on growth.

Looking ahead, Akinola plans to bring on bigger manufacturers such as Innoson Motors and Terra Industries, targeting 500 vendors by year-end and positioning SefRel as the go-to marketplace for Nigerian goods worldwide. By centralising supply for local and diaspora customers, the startup hopes to transform “Made in Nigeria” from a warning label into a badge of pride—boosting jobs, strengthening self-reliance and reshaping perceptions of Nigerian manufacturing.

source: techcabal