In bustling markets throughout Nigeria, small-scale retailers often face daunting challenges when trying to tap into global markets and source products from overseas. Issues such as high minimum order quantities, complex payment processes, language barriers, and unreliable shipping services can transform the simple act of purchasing goods from international suppliers into a frustrating and sometimes futile endeavor.
These hurdles were all too familiar to Divinegift Soetan, the visionary founder of Importa General Merchant Limited. The genesis of his groundbreaking venture dates back to 2024 when a trip to China with his business partner unexpectedly unveiled a wealth of opportunities. As Soetan recalls,
“We had a lot of Nigerian retailers asking, ‘Can you help me buy this from China?’ We got about ₦3 million worth of goods for other people while we were returning.”
It was this pivotal experience that laid the foundation for Importa’s inception in December of that same year.
Soetan recognized that African merchants were essentially just a few steps away from accessing global markets; what they needed was a solution to overcome minor yet critical barriers like high MOQs, payment complexities, and the absence of a reliable procurement channel. With unwavering determination, Soetan embarked on a mission to bridge this gap by redefining how retailers could procure goods from abroad.
Rather than conforming to traditional practices where businesses were required to make bulk orders to secure products, Importa introduced a revolutionary concept allowing retailers to purchase as little as three pieces instead. Soetan explains,
“They can buy minimum orders of three pieces instead of going down to buy a minimum of 100 pieces…”
This breakthrough not only provided access to global markets with minimal capital but also streamlined the entire purchasing process.
By facilitating transactions through WhatsApp—a universally embraced platform—Importa ensured seamless communication and accessibility for retailers at every level. From product search and payment processing to real-time tracking updates, the entire shopping journey was integrated into this familiar messaging app.
“Our process is very simple because what we’ve simply done is integrate our services into your culture,”
Soetan affirms.
Moreover, Importa’s commitment goes beyond mere transactions; the platform meticulously vets suppliers and guarantees product authenticity. Whether sourcing gadgets from Asia or clothing from Western markets like the US and UK, Importa ensures that every item meets stringent quality standards before reaching its destination.
Unlike conventional e-commerce entities solely focused on importation logistics, Importa positions itself as a facilitator bridging African merchants with international suppliers in an unprecedented manner. Looking ahead, Soetan envisions expanding their services not only for imports but also exports—from Africa across North America, Europe, and Asia—to facilitate smoother trade interactions with minimal obstacles.
In its nascent stage since launching in April 2025…
