Why African businesses take a DIY approach to selling online
Social media, not online marketplaces, dominate e-commerce on the continent
One of the few things that Charlyn Kentaro cannot share on Instagram is the scent of her workshop, fragrant with eucalyptus, peppermint and shea butter. Almost everything else she posts online, where she shows off her natural hair products and swaps styling tips with other women in Uganda and beyond. Most of her sales come from social media, which she describes as a “godsend”. Orders come in through direct messages or by WhatsApp. She ships them out herself in packaging inspired by colourful African kitenge cloth.
This article appeared in the Middle East & Africa section of the print edition under the headline “It’s in the posts”
From the November 25th 2023 edition
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