building a digital solution for Nigeria’s informal retail economy
by Jackson Osang
Afiari Launches Comprehensive Digital Platform to Transform Nigeria’s Informal Retail and FMCG Distribution Landscape
Afiari, a fast-growing Nigerian retail technology startup founded by Chigozie Njoku and George Ebisike, has officially unveiled its integrated digital platform designed to streamline operations for informal retailers and improve visibility for FMCG manufacturers and distributors across Nigeria.
With nearly 90% of fast-moving consumer goods (FMCG) in Nigeria distributed through informal channels, many retailers still rely on manual processes to track sales, manage inventory, and engage with distributors. This lack of structure limits business growth and prevents FMCG companies from gaining real-time insights into product movement across the market.
Afiari is addressing this gap with an end-to-end retail digitization ecosystem that provides retailers with the tools they need to manage their businesses more efficiently while offering FMCG companies actionable market intelligence.
Afiari’s Origin and Expansion
Initially launched in 2022 as an online marketplace aimed at helping small merchants sell produce digitally, Afiari evolved in 2024 after the founders identified a deeper challenge faced by informal retailers — the absence of organized back-office systems. This realization led to the development of a robust retail management platform tailored specifically to the needs of Nigeria’s informal trade sector.
“Afiari was born from a desire to help small retailers thrive,” said Chigozie Njoku, Co-founder of Afiari. “Our goal is to give merchants and FMCG businesses the visibility and tools needed to grow sustainably.”
A Unified Retail Management Platform
The Afiari platform combines multiple operational tools into one seamless system:
Retail Back-Office Management
Retailers can manage suppliers, create purchase orders, track inventory, identify best-selling products, record expenses, and optimize stock movement between warehouses and storefronts.
POS and Payment Integration
Through a strategic partnership with Interswitch, Afiari’s POS system enables retailers to accept card and transfer payments and automatically updates inventory after each sale.
Daily WhatsApp Business Insights
Merchants receive automated summaries of revenue, profit, and sales performance directly via WhatsApp — eliminating the need for constant dashboard checks.
Online Marketplace Sync
All products listed in a retailer’s inventory can instantly sync to Afiari’s marketplace, with real-time stock updates to prevent overselling.
FMCG Market Intelligence
Afiari offers enterprise-level insight including stock visibility, distribution trends, product performance data, and pricing patterns. Companies such as Nigerian Breweries, Guinness, and 7UP have already benefited from Afiari’s digital capabilities.
Business Model and Market Adoption
Afiari operates on an annual subscription model priced at ₦60,000, with a ₦40,000 onboarding and stock-taking fee. Non-subscribing businesses are charged via transaction-based fees.
Since its platform upgrade, Afiari has onboarded over 33 paying businesses, attracted more than 700 marketplace users, and processed upwards of $70,000 in POS transactions.
Looking Ahead
Afiari plans to expand its operations across major Nigerian cities while deepening its relationship with FMCG producers. The startup is also developing AI-powered retail intelligence tools and exploring ways to embed its applications directly into POS terminals — enabling merchants to operate without smartphones or computers.
“Our vision is to build Africa’s most trusted retail infrastructure,” said George Ebisike, Co-founder. “We’re committed to empowering retailers with technology that drives transparency, efficiency, and growth.”
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