SefRel Shop, a Nigerian e-commerce platform, is taking on the dominance of foreign imports by selling only locally made products, to restore confidence in “Made in Nigeria” goods.
Founded by software engineer Ridwan Akinola, the startup aims to restore trust in Nigerian goods and prove they can match foreign alternatives in quality and reliability.
“We believe that in Africa, we need to be self-reliant in creating solutions to our problems,” Akinola said. “We don’t need to depend too much on foreigners for things we can do at home.”
What You Should Know
In 2024, Nigerians imported ₦60.59 trillion ($40 billion) worth of goods, according to the National Bureau of Statistics (NBS). This heavy reliance on foreign products has stifled local businesses.
Now, according to e-commerce startup, SefRel Shop, this is what it wants to reverse, by offering only Nigerian-made goods and restoring trust in local products.
The startup is betting that Nigerian consumers are not inherently against local products, but rather against the poor visibility, unreliable logistics, and lack of trust that often surround them.
By fixing these gaps, SefRel Shop believes it can shift buying habits, proving that when quality is assured and delivery is dependable,Nigerians will choose homegrown products over imports.
How does SefRel Shop work?
According to its team, Vendors on SefRel Shop must prove that their goods are either produced, assembled, or branded in Nigeria. To maintain trust, the platform applies a two-step verification:
- Vendors are screened before approval, sometimes asked for video evidence of their factories or warehouses.
- Products are verified before going live, with descriptions carefully checked.
“Whatever the Ministry of Industry, Trade and Investment sees as Nigerian-made products, that’s our standard,” Akinola explains.“People already have [a] bad perception of Nigerian-made products. We cannot afford bad products on our platform. Trust is very important.”
Understanding SefRel’s Model
According to the startup, it runs on three revenue streams:
- Subscriptions – six plans ranging from $11 monthly starter to $130 enterprise packages.
- Commissions – between 3% and 13%, depending on vendor plan.
- Advertising – premium visibility and influencer promotion for top-tier vendors.
It claims payments are processed via Paystack, while deliveries are handled by partners such as God Is Good Motors, SpeedAF, and local dispatch riders.
Akinola added that 30 to 40 vendors are active on the platform, serving over 100 customers, with another 80-plus vendors on the waiting list.
What This Means
According to Akinola, SefRel aims to onboard 500 vendors by year-end and is eyeing partnerships with manufacturers such as Innoson Motors and Terra Industries.
The long-term vision, he says, is to centralise the market for Nigerian-made goods so that both locals and the diaspora can shop in one trusted place.
Experts say SefRel Shop is more than an online marketplace. It is a test of whether Nigerian-made products can win back trust, compete with imports, and shape a new narrative of self-reliance.
If successful, according to analysts, it could turn “Made in Nigeria” from a warning label into a badge of pride, while creating jobs and lifting homegrown businesses.
Talking Points
It is significant that SefRel Shop has chosen to exclusively feature Nigerian-made goods, directly challenging the dominance of imports in the country’s retail space.
At Techparley, we see this as more than an e-commerce play. It is an attempt to reset consumer perception, proving that with quality checks and reliable logistics, Nigerians will choose homegrown goods.
The combination of subscriptions, commissions, and advertising as revenue streams reflects a thoughtful model that gives vendors flexibility while ensuring platform sustainability.
The platform’s ability to scale will depend heavily on upgrading infrastructure, securing funding, and educating consumers about the quality of Nigerian-made products.
If SefRel can meet these challenges, it has the potential to centralise the market for Nigerian goods and create a one-stop shop for both local and diaspora buyers.
