I’ve been an entrepreneur for over a decade. In fact, the entrepreneurial bug bit me in 2013, and I’ve since built, launched, pivoted, and even closed different ventures. So, starting something new isn’t new to me. But this new venture I am about to tell you about hits differently.

Last year, my family and I launched NaijaMart, an online store that brings beloved Nigerian food and wellness products to customers across South Africa.

This isn’t just another new venture. NaijaMart is our first family e-commerce venture – our deliberate step toward building generational wealth. It’s a business rooted in culture, community, and legacy.

What is NaijaMart?

NaijaMart is a proudly Nigerian online store based in South Africa. We’re making it easy (and safer!) for anyone, whether you’re Naija by birth or Naija at heart, to access Nigerian foods and products: we’re talking ripe and unripe plantains, egusi, bitter kola, alligator pepper, crayfish, malt drinks, and more.

NaijaMart is about creating convenience, yes. But it’s also about celebrating African heritage, honouring our everyday rituals, and capitalising on economic opportunities through digital innovation.

Why now?

Because we’re not waiting for “perfect timing” anymore.

I’ve spent my entire adult life experimenting with new entrepreneurial ventures while raising children, studying part-time, and holding down a career in marketing. Entrepreneurship, motherhood, and academic hustle have been my daily bread for years. And yet, this moment feels new. It feels aligned.

NaijaMart represents a shift from individual success to intergenerational strategy. It’s about leaving something behind that isn’t just stories and sacrifice, but ownership, infrastructure, and impact.

Lessons from the road (so far)

Even with all my experience, each new venture humbles me. Here’s what I’m relearning:

  • Legacy isn’t just what you leave; it’s what you build with others.
  • A family business is a different kind of leadership classroom.
  • There’s no “balancing act” – there’s just the decision to keep showing up, even when you’re tired.

If this sounds like your story…

If you’re a working mom, a part-time student, an entrepreneur who’s constantly in build-mode, I honour you. I am you. And if you’ve been thinking about starting something that could shift the trajectory of your family’s future… this is your reminder: start anyway.

Here’s to legacy, to vision, and to owning our stories out loud.
Here’s to NaijaMart.

Let’s grow. Let’s build. Let’s pass it on.