Advancement in technology has paved the way for e-commerce platforms such that consumers are able to spend less time shopping for items which may not be available in their locality.

A number of leading outlets offering this kind of ‘convenience’ readily come to mind but many of them do not stock authentic local products or are not wholly owned by Ghanaians.

It is, therefore, refreshing when young people spot this gap and come up with practical solutions that do not only employ other people but create also opportunities for indigenous businesses to thrive.

One of them is Mr. Reuben Frimpong who has embarked on progressive mission specifically tailored for players in the fashion industry. About two years ago, he and his team started ‘Ahofade’ an online platform which is fast becoming a one-stop shop for fashion and fashion accessories made here in Ghana. 

The Founder recently interacted with The Spectator on his inspiration, the uniqueness of the platform and why buyers must not shun online businesses in spite of the growing skepticism within the space.

Background

Reuben, a third-year Bachelor of Science (BSc) Information Technology (IT) student at University of Ghana, Legon, has background in software engineering and has worked on a number of projects in last five years.

He said his interest in computer related programmes was piqued as a result of his participation in various technology fairs. So, after completing St Martin Senior High School at Nsawam in the Eastern Region, he enrolled at IPMC College of Technology in Accra before deciding to study further in the university.

According to him, Ahofade.com began after observing that some players in the fashion industry were selling to a smaller community when there was, indeed, the potential of reaching wider markets through the power of the internet.

“I thought of building [an outlet] where people can purchase these same items without going to the physical location of the seller.

“But considering that people were being scammed online, I thought we could establish a trustworthy brand such that whatever your request, you have the same thing delivered without being short-changed and that was how the whole idea came about,” he said.

Company

Reuben explained that the feasibility studies for the establishment of the company started early in 2021 after which other paper works and specific objectives of the company were clearly defined.

Despite initial setbacks, he said, ‘Ahofade’ was being accepted as a “lifestyle brand” that had fashionable products designed to meet every need.

The platform which has the “adinkra” symbol in its logo displays an array of items including shoes, bags, watches, dresses and accessories for both men and women at relatively affordable prices quoted in Ghanaian currency, the Cedi.

“We use the adinkra symbol in our logo to project the Ghanaian value. We want to make people know that there are quality products in Ghana that can be trusted.

“We deal with people who are already in business but are not exposing what they have to the rest of the world. We reach out to them and tell them what we can offer, we inspect their items, verify their location and they in turn sign onto our platform,” he said.

Competition

Mr. Frimpong maintained that ‘Ahofade’ was not in competition with existing e-commerce platforms as it focused mainly on local manufacturers unlike others that assembled products from all over the world.

“We are creating more opportunity for local manufactures in the fashion space and helping them to employ more people. It is a progressive journey and as we discover more people, we bring them on board. The plan is for us to be able to export these products and attract foreign exchange to local producers,” he added.

He noted response had been positive since inception as well-established individuals and firms in Accra and beyond continued to show confidence in their excellent service delivery.

Future

The founder said his team was constantly working to improve the user experience of the platform as it intensified public education on how to do business online without falling prey to impostors.

Providing further details on how the online platform operates, he said that businesses register for free but only paid a percentage (usually not more than 20 per cent) after selling their products via the website.

Mr. Frimpong plans to make ‘Ahofade’ a household name and a reference point for all local fashion gears and accessories. He said “people determined to start an e-commerce business to identify the exact problem they wish to solve and bear in mind that having a website alone is not enough.”

“Running a website costs money so you have to think of sustaining it even without making profit for at least a year or more. Talk to people who are already there and seek guidance when starting this kind of business,” he advised.

By Ernest Nutsugah