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eShopAfrica.com - Direct Trade From Africa PDF Print E-mail
Articles - Sustainable Development
Monday, 23 June 2003

eShopAfrica.com attempts to bridge the digital divide which has prevented many African artisans or co-operatives to sell their products directly over the internet, empowering them to improve their lives and build a sustainable business.

 

Its goal is "Fair Trade direct from Africa", eShopAfrica provides a way for African artisans to sell arts and crafts all across the world. The internet has enabled them to open up the boundaries of trade and into the international scene.

The concept started with initial research and development in September 1999. In 2001, the website went live. It was founded by Cordelia Salter-Nour, who is now responsible for the website and building the the IT aspects of the business.

eShopAfrica has a range of products each hand crafted by various Glass Beads.Artisans. Products range from Cloth, Baskets, Recycled Glass Beads and Jewelry. Currently based in Ghana it has allow for Artisans in the country to sell their wares to a much wider audience. And in the spirit of Fair Trade ensured that they are paid a decent price for their products.

Some of the unique items on sale include hand carve coffins in various shapes such as a Car or Fish. These have also been scaled down in size so that they can become storage chests. Another example are recycled glass beads. Okrah Tettah, who creates them, travels over the West African region in search of interesting bits of glass that he can use to make the beads. Having an international outlet for their work has enabled them to create their own sustainable businesses.

Like many start-ups eShopAfrica has had its fair share of problems. Cordelia highlights the difficulties of working within an African economy, which has meant that their funds for activities such as marketing is limited. Marketing and advertising is becoming important in an already crowded market place and internet, although the benefits of having an electronic presence has been to improve their current trading relationships.

Some of the other problems that have been faced include bringing credit card payments abilities to the website. Something that is by and large taken for granted. The American market has also been resistant to being targeted. At the same time they are combating the problems of competition by cheap imitation goods or items that have been mass produced through cheap exploited labour.

However, they have had plenty of success. Media coverage has been supportive of the idea and they now have a loyal base of customers who are making repeat orders.

Perhaps its greatest achievement is to still be in business, especially in the current depressed global economic climate and hangover from the dot.com busts.

The intention with eShopAfrica is not so much as to make money but to ensure that the Artisans are supported with the right infrastructure to bring their goods to the world and create a sustainable business. Measuring its success through profit or loss is not the intent, but whether they can generate a sustainable business that treats artisans fairly. This means following a self applied code of sustainability and fair trade, helping to preserve the environment and ensuring that no forced child labour is used.

The future plans is to expand the business and to try and involve more artisans in the business. Africa is a large continent with many, unique and diverse, arts and crafts. Already they are starting to source products from other countries and the hope is to expand further, working with other organisations or businesses that are also working with traditional craftsmen and artisans.

The goal is not profit, but to help people to break the poverty cycle, to enable artisans to build their own viable businesses and to feel a part of the global community. It is this, which makes eShopAfrica a unique venture and with plenty of potential to succeed in the global village.
 
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