Lagos-based startup Supplya bridges retailers and makers with interest-free “buy now, pay later” model.
Connecting SMEs and Manufacturers
Nigeria’s small and medium-sized enterprises (SMEs) face significant hurdles in sourcing consumer goods at fair prices. According to Supplya, a Lagos-based startup, the solution lies in linking retailers directly with manufacturers, thereby bypassing expensive layers of intermediaries. The company helps SMEs source consumer goods directly from manufacturers and give them interest-free buy now, pay later payments options. The company was co-founded in 2021 by Opeyemi Kehinde, the current CEO.
“There is a US$236 billion MSME funding gap in Nigeria, yet only 12.2 percent of the financing comes from banks,” said Joy Odeniran, Supplya’s Chief Operating Officer, highlighting the issue many businesses face.
How the Model Works
Supplya’s marketplace enables informal traders and shop owners to browse goods from verified manufacturers, place bulk orders, and defer payment under an interest-free structure. This buy-now-pay-later (BNPL) approach targets businesses that lack access to traditional bank credit but need inventory and working capital.
Supplya has already facilitated access to over 100,000 dollars’ worth of goods via interest-free credit, within its initial regional footprint. The model rests on sales margins while maintaining accessible terms for SMEs.
Why This Matters
Supplya’s model is relevant on several fronts. First, it strengthens local supply-chain linkages by connecting manufacturers and retailers more directly, this improves margin capture, pricing transparency and inventory turnover. Second, by offering flexible credit to informal traders, the platform helps unlock latent demand in consumer markets, particularly in economies where informal retail remains dominant. Third, for investors eyeing scalable tech-enabled supply solutions in Africa, the interest-free BNPL route presents an interesting combination of fintech and logistics innovation.
From a trade perspective, Supplya’s growth signals a broader opportunity: consumer goods supply-chain innovation in Africa may be ready for region-to-region collaboration. Gulf-based private equity or trade houses exploring African retail and distribution could view partnerships with platforms like Supplya as entry points into granular retail networks. Similarly, manufacturers interested in Africa’s fast-moving consumer goods (FMCG) segment might leverage such digital marketplaces to access Nigerian and regional SME channels more efficiently.
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