Mawu Africa

Mawu Africa operates as a curated online marketplace with a mission to connect global consumers with authentic African crafts. Founded in 2021 by Jennifer Nyambogo and Pauline Kariuki, the Kenya-based e-commerce company emerged during the COVID-19 pandemic as a solution for artisans who lost access to physical markets. Jennifer Nyambogo's long-standing interest in fashion and African crafts, which began with selling items to classmates in university, evolved into a tangible business idea after winning a university innovation challenge. The pandemic served as the catalyst when artisans she had built relationships with reached out for help to sell their goods online, leading to the creation of Mawu Africa.

The company's business model is primarily direct-to-consumer, functioning as a bridge between craftspeople, who are treated as businesses, and global buyers. Revenue is generated through commissions on transactions, subscriptions from merchants, and the sale of white-label products. The platform addresses common issues in the sector, such as inconsistent pricing and unreliable sourcing. Mawu Africa serves a diverse client base that includes individual conscious shoppers, interior designers, retail stores, and corporate gifters. For larger orders, the company offers wholesale pricing and custom order options. The product catalog is extensive, featuring a variety of handcrafted items like home decor, fashion accessories, jewelry, art, kitchenware, and clothing, all sourced directly from verified artisans.

A core component of Mawu Africa's strategy is the empowerment of its artisan partners. The company provides access to affordable credit solutions and digital tools to help them manage and scale their businesses, aiming to drive financial inclusion for a largely unbanked segment of the population. Payouts to merchants are often facilitated through mobile banking, accommodating craftspeople who may not have access to traditional banking services. Since its inception, the platform has grown to work with over 1,000 artisans across several African nations, including Kenya, Uganda, Tanzania, the DRC, and South Africa, shipping products to customers in over 55 countries. The company secured a grant from Village Capital on October 30, 2022.

Keywords: African crafts, online marketplace, e-commerce, artisan empowerment, cultural heritage, handmade goods, direct-to-consumer, social enterprise, Kenyan startup, home decor, African fashion, ethical trade, global shipping, wholesale crafts, Jennifer Nyambogo, Pauline Kariuki, Village Capital, craftspeople cooperative, digital tools for artisans, financial inclusion for artisans