Store251, Ethiopia’s leading e-commerce startup is making waves by focusing on marketing Ethiopia to the world through the sourcing of ethically produced and handmade products from local designers – both new and well-established – and sells them online to international clients, thus giving consumers across the world, especially the very large Ethiopian diaspora community in Europe and North America, the opportunity to access home made products from wherever they are.
Store251 which was founded in 2014 with the focus to be a marketplace for “Made in Ethiopia” products like bags, footwear and accessories, combining these unique locally-made products with quick delivery to overseas customers has latched increasingly on the improving logistics infrastructure in Ethiopia and globally.
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Speaking on what drives the company, its founder and CEO Maedot Assefa said that they identified a communication gap between product suppliers and the target market about product information, logistics and marketing in general, thus the need to fill that gap.Having identified these gaps, the startup sought to fill them, and over time its platform has developed quite the reputation. “The initial stage was hard and discouraging at times,” Assefa said. “Much of the challenge was convincing suppliers to work with us. The concept of selling online and using distribution channels to drive sales was not common. Once we established trust with our suppliers it got better.”
Suppliers became convinced, and after a while, so did a strong enough customer base. Store251 is now delivering in North America and a few countries in Europe, but Assefa said it still has a long way to go. “We still have many of our plans to execute. Now we want to strengthen the trust from online shoppers in different countries to buy Ethiopian products,” she said. “We really want to collaborate with other African designers and expand into African markets.”
Kelechi Deca
Kelechi Deca has over two decades of media experience, he has traveled to over 77 countries reporting on multilateral development institutions, international business, trade, travels, culture, and diplomacy. He is also a petrol head with in-depth knowledge of automobiles and the auto industry