How to Source African Handcrafted & Natural Products

HOW TO SOURCE ETHICAL LIFESTYLE & NATURAL PRODUCTS FROM AFRICAN WHOLESALERS

At Meekono, the wholesaling marketplace for premium African lifestyle products, we serve discerning buyers sourcing from Africa, whether they’re retailers or decorators diversifying their offering, corporate gift buyers supporting minority artisans, spa or hospitality companies procuring natural healing skincare products. We’re enabling buyers to experience a cost-effective, seamless and delightful sourcing process of the ethical, unique and culture-rich lifestyle products that the world loves. 

What Meekono Marketplace Offers Buyers:

• Varying minimum order quantities and terms set by each seller 
• A fast way to source diverse and unique stock throughout the year
• Easy ordering process — no legal paperwork other than the platform’s Terms of Use
• Ability to locate unique items not available anywhere else

Using a platform like Meekono is a great way to discover many small and large producers, budding entrepreneurs, and emerging brands to partner with, all in one place. Sellers and makers can turn into long-lasting allies for your brand and help scale multi-brand operations. Behind the scenes, we’re equipping these sellers with tools for success in wholesaling. But we don’t stop there. 

We recognize that buyers want more than just a wide choice of quality products and a secure, streamlined e-commerce process. Some have never sourced from Africa before and have questions about engaging trading partners online, especially ones they’ve never dealt with. This piece is the first in a series to support buyers navigate Meekono, find the perfect products to match their goals, and engage with sellers to build long-lasting relationships.

WHY SOURCE FROM AFRICA?

Let’s start with the reasons why anybody would source artisanal, lifestyle and natural products from Africa in the first place. We understand that as a retailer, your first priority when sourcing is for your inventory to be on-brand and commercial, to find new and exciting products that will diversify your offering, improve your sell-through rate and boost your margins and retain customer’s loyalty.

Artisanal African Sourcing: A Retailer's Guide

1. Design & Relevance
2. Ethical Sourcing & Sustainable
3. Cost
4. Agility & Customisation of Products
   
   

Design & Relevance

In recent years, there’s been a rising trend in the popularity of African design in interior decor, fashion, art and every other sphere of creativity. As global audiences become more connected through travel, social media, and online shopping, they’re exposed and attracted to a wider range of cultures and influences. 

African design encompasses a wide range of styles and influences, from traditional centuries-old tribal designs to modern and contemporary styles informed by makers' heritage. This versatility means that African design is relevant and complementary to many different global design styles from desert chic, minimalist, eclectic to mid-century modern.

Furthermore, customers seeking global influences are drawn to African design for its unique and vibrant aesthetic. It can add a bold and colourful element to any theme, making it a popular choice for statement pieces such as textiles, baskets and wall hangings. It can be paired with more neutral or modern pieces to create a balanced or eclectic look.

Overall, the rising popularity of African design is a testament to the richness and diversity of African culture. As the world becomes even more connected, we can expect to see global influences in our homes and wardrobes, and African design will continue to play a prominent role in this trend.

Ethical Sourcing & Sustainability

Another factor driving the appetite for uniquely African products is the growing interest in sustainability and ethical sourcing. African design often incorporates traditional crafts and techniques that have been passed down through generations. Beautiful products are often handmade and created using sustainable and natural materials found locally. As consumers become more conscious of the impact of their purchasing decisions, African design offers a unique and ethical option for decor, accessories and textiles that adds value to the overall look of their space or wardrobe without harming the planet. 

The trend towards natural skincare and beauty has been growing steadily in recent years, with more people becoming committed to using products that are free from synthetic chemicals and made from natural ingredients. African natural products, such as shea butter, have also gained popularity as people seek out traditional remedies and ingredients from around the world. A growing number of African natural skincare and beauty brands offer products that incorporate African natural ingredients, and consumers are responding positively to these offerings. The trend towards natural and traditional remedies is likely to continue, as more people become aware of the benefits of using products that are gentle on the body and free from harmful chemicals.

As an SME or independent retailer, it can be difficult to find ethically made products because the research and networking needed to find truly ethical items can be time and resource-intensive. The benefit that sourcing through a platform like Meekono provides, is to get to know the pre-vetted sellers, what their production process is and what ethical principles guide them, because you are dealing with them directly. No smoke and mirrors, no platitudes, just bare information. 

Unlike distributors, we want buyers to get to know makers so that they can experience their stories and background first-hand and pass them on to their customers to enrich their shopping experience and inspire them to engage with their products on a deeper level. 

Meekono’s wide network around the continent is also there, should buyers require due diligence or liaison to be conducted on your behalf.

Cost

At a time when costs are rising and supply chains are stretched, for some buyers the overriding priority is getting products on the shelves rather than considering the sustainable, ethical, or local credentials they might have. Similarly, customers might be more interested in the cost of an item than its provenance. In spite of this, recent studies show that customer purchasing habits are steadily moving towards sustainable options, with people becoming increasingly aware of and interested in supporting brands that are doing the right thing. By stocking these kinds of products, buyers might not just get a sense of personal fulfillment but may also attract new customers and generate additional, higher margin sales. 

By exploring smaller artisanal markets like Africa, where the lower cost of materials and production and the simplicity of the value chains outperform established artisanal regions, buyers can create real financial value for their businesses while still practicing fair trading principles.

Furthermore, using a B2B wholesale marketplace like Meekono offers buyers a unique opportunity to save costs by cutting out the middleman and dealing directly with makers. Using middlemen in the form of Agents, Distributors and Import-Exporters has its benefits. Once can immediately access new inventory and negotiate bulk purchase discounts, especially larger buyers. 

When it comes to African premium products, most buyers we surveyed found middlemen prices out of their range and the minimum order quantities (MOQs) too high relative to their size and needs. Most independent retailers wanted more variety than was offered by the middlemen, and while social media searches brought up many exciting and unique products from Africa, it was hard to e-commerce platforms to source them through. 

Meekono’s mission is to create value by aggregating sellers and their activities. Most of our sellers can only supply lower MOQs anyway, but this leads to higher shipping rates. By consolidating all trading, we can negotiate better rates to the benefit of buyers. 

Agility & Customisation of Products

Buyers have the option of sourcing products on offer by sellers, however, they can also request customization of existing designs. There are several benefits to customizing products with African partners, foremost of which is the opportunity to fuse modern and traditional design to create unique and one-of-a-kind products that are not available with your competitors, and adjust your inventory to reflect changing trends and preferences. 

This will help you stand out and attract customers who are looking for something different. This can create a strong connection with your customers and help build brand loyalty. Most sellers can provide customization services for lower quantities than more established markets.

Many handicraft sellers use sustainable materials and practices, which can align with your brand’s values and attract customers who are looking for ethical products. Customization can also help you reduce waste by only ordering products that you know will sell.

WHAT SOURCING FROM AFRICA IS NOT

Our vision is for the African handicrafts sector to be a beacon of responsible and fair best practice to be emulated elsewhere, and our ambition is to use our platform to promote this vision. This starts with helping dispel misconceptions about the limitations of the African creative sector. So let’s go ahead and deal with some of the most common ones:

African Sourcing: Dispelling Misconceptions

1. Charity
2. Cultural Appropriation
3. Cheap
   
   

Charity

Like in every other region of the world, handicrafts play a vital role in the economic development of people, communities and countries as they are a prominent medium for foreign exchange revenue, require relatively low capital investment and offer employment opportunities for even the most marginalised. Impact-driven sourcing can be an important aspect of corporate social responsibility, and a positive way to give back to disadvantaged communities. But sourcing handicrafts from Africa need not be about being charitable, it’s about doing business.

Being purely driven by charity to justify sourcing ethically can be problematic for several reasons. The seller may feel obligated to accept lower prices or less favourable terms because they are receiving charity, which can perpetuate exploitation and take away seller’s agency.

It doesn’t address the root causes of exploitation, and it may not provide a long-term solution for sellers who are struggling to make a living wage. Charitable sourcing does not provide a clear system of accountability for retailers to ensure that their suppliers are being treated ethically. Without clear standards and monitoring, there is a risk that suppliers may continue to be exploited.

When retailers rely on charity to justify ethical sourcing, it can be difficult to determine how much of the supplier's revenue is actually going towards their workers' wages and benefits.

Finally, whilst telling the inspiring stories of artisans, some of whom are disadvantaged, customers respond much more favourably to opportunities to shop because they love a product, rather than to fulfil a charitable purpose: shopping out of love rather than guilt. And they are more likely to become repeat customers too.

Every single seller operating on Meekono is seeking to grow their business and deal with buyers in an equitable and transparent way. None of them wants charity. Buyers should prioritize creating an interactive, sustainable, and equitable supply chain, working with suppliers who are committed to ethical standards, and ensuring that their workers are treated fairly and transparently.

Cultural Appropriation

At Meekono, we’re happy to differentiate what is and what is not cultural appropriation, since we’ve witnessed buyers and customers hesitating to trade because of the fear of being perceived as appropriating culture. This is obviously not good for business because it cuts off trading opportunities for thousands of makers and sellers who want nothing more than to share their culture with the world and earn a decent living and create jobs while doing it.

Cultural appropriation is the act of taking elements or practices from one culture and using them in another culture without proper understanding or respect for their significance. This can include the adoption of design and clothing styles, hairstyles, music, dance, or other cultural practices without proper understanding or acknowledgement of their cultural significance. 

In many cases, retailers may profit from the use of cultural elements without providing any recognition or compensation to the culture from which they were taken. Cultural appropriation can reinforce power imbalances between dominant and marginalized cultures. When dominant cultures appropriate elements from marginalized cultures, it can perpetuate stereotypes and further marginalize those cultures by removing their agency and ownership of the cultures. Cultural appropriation can also alienate customers who identify with the culture being appropriated or who are offended by the lack of respect shown to that culture.

On the other hand, trading fairly in cultural products and acknowledging and celebrating them for what they are, is NOT cultural appropriation, but promotion of equitable  trade.

In summary, sourcing beautiful African-inspired products, crediting the maker communities, and sharing their stories is one way to acknowledge and celebrate those communities. It also helps to preserve these cultures by monetizing the crafts and encouraging others to take up these activities as their jobs. Retailers should strive to understand and respect the cultures from which they source products, and work with sellers who share these values.

Cheap: A Chance to Aggressively Negotiate Unfair Terms

The Organisation for Economic Co-operation and Development (OECD3) guidance on due diligence for responsible supply chains in the garment and footwear sectors recommends that: “Responsible purchasing means purchasing in a way that enables positive change at the supplier level, so that every part of the supply chain benefits. It requires a trusting, direct, and honest relationship where both parties are able to negotiate and share risks equally, and a purchaser who is committed to supporting human rights within the supply base.” 

Sourcing handicraft products from African artisans can be a great opportunity to support their livelihoods and provide fair economic opportunities, rather than exploiting them for cheap products. African artisans are skilled craftsmen and women who take great pride in their work, just like those from other parts of the world. 

Sourcing handicraft products from African artisans should be a mutually beneficial process, where artisans receive fair compensation for their work and buyers receive high-quality, unique products while also supporting local communities and preserving cultural traditions. At Meekono, we’re here to guide buyers and sellers towards achieving equitable and mutually beneficial trading for long term gain along the entire value chain.

Tips for Buyers Sourcing on Meekono

1. Do your research: Before making any purchase, research the seller and their products. Check for reviews, ratings, and feedback given by other buyers who have sourced from them on Meekono. Look for information about the seller's business practices, quality of their products, and their reputation. Ask the seller directly any questions you have and keep asking until you're satisfied you've got a clear answer.
2. Know your market: Understand your target market's preferences and needs. This will help you make informed decisions about what products to source and from which sellers. Keep in mind the cultural and social context of the products you are sourcing, and how they may be received by your customers.
3. Set clear expectations: Communicate your expectations clearly with the seller and confirm their agreement with them. This includes the quality of the products, pricing, delivery times, and any other requirements. 
4. Request samples: Before placing a large order, request detailed images and videos or samples of the products you are interested in. This will give you a better idea of the quality and craftsmanship of the products.
5. Consider shipping and logistics: Make sure to factor in shipping and logistics costs when calculating the total cost of your order. Consider the shipping time and any customs and import fees that may apply.
6. Build a relationship: Building a long-term relationship with the seller can benefit both parties. Aim for a ‘win-win’ long-term partnership with your seller to garner loyalty and great outcomes. Establishing a good relationship can help you secure better quality products in the future.
7. Leave a Review: Help the next buyer engaging with your seller by leaving an honest and fair review about the seller's service, value and quality, plus any other observations you made. If there were any issues, talk about how they were handled or resolved.