What I Know
What I Know
What I can actually help you understand, drawn from operating e-commerce on the ground for over five years, not just theorizing.
Nine topics
Select a topic to jump to it.
01
Market Strategy
Understanding where the opportunity is before investing resources.
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02
African Consumers
Understanding what African consumers actually want, not what we assume they want.
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03
Product Opportunities
Finding products with real demand before committing capital.
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04
Marketplace Strategy
Understanding how marketplaces work and how businesses can compete within them.
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05
Pricing
Pricing is more than simply being the cheapest.
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06
Scaling
What changes when an e-commerce business starts to grow.
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07
Operations
The systems behind every successful order.
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08
SEO & AI
Making products discoverable in the age of search and AI.
Read more ↓
09
China Sourcing
Understanding the China-to-Africa supply chain.
Read more ↓
01
Market Strategy
Understanding where the opportunity is before investing resources.
The first question is not how much money can be invested, but whether the opportunity is worth pursuing. Good market strategy starts with understanding demand, who the customer is, why they buy, the size of the opportunity, competition, gaps and timing, and whether the business can realistically compete.
02
African Consumers
Understanding what African consumers actually want, not what we assume they want.
Nigeria is not Kenya, and Kenya is not Ghana. Income, trust, convenience, culture, payment behaviour, delivery expectations and product preferences can differ. The lesson is to learn locally and adapt rather than assume.
03
Product Opportunities
Finding products with real demand before committing capital.
Product selection involves more than spotting a product that looks popular. Demand, search behaviour, supplier availability, margins, competition, storage, shipping and returns all matter. Test small and grow big.
04
Marketplace Strategy
Understanding how marketplaces work and how businesses can compete within them.
Marketplaces have their own economics and customer behaviour. Customers search, compare and make decisions based on visibility, presentation, pricing, availability and trust. Strong fulfilment and customer experience are part of marketplace strategy.
05
Pricing
Pricing is more than simply being the cheapest.
Being the cheapest is not automatically the best strategy. Pricing must account for product cost, marketplace commissions, shipping, returns, operating costs, customer perception and the margin required to build a sustainable business.
06
Scaling
What changes when an e-commerce business starts to grow.
At small scale, the founder can personally solve many problems. As the business grows, that becomes a bottleneck. People, systems, reporting, inventory control and clear responsibilities become essential.
07
Operations
The systems behind every successful order.
Every order passes through a chain: stock → pick → check → package → dispatch → delivery → returns. Small process failures multiply as volume grows. Good operations depend on process, accountability and accurate records.
08
SEO & AI
Making products discoverable in the age of search and AI.
Discoverability increasingly happens across marketplaces, Google and AI-assisted search. AI can support research and decision-making, but it does not replace commercial judgment or knowledge of the customer.
09
China Sourcing
Understanding the China-to-Africa supply chain.
China sourcing is more than finding a cheap supplier. It involves product discovery, quality, reliability, negotiation, MOQ, terms, packaging, shipping and understanding the wider supply chain.
Knowledge built from operating, not theorizing.
If any of this is relevant to what you are building, I would be glad to talk.