How two Nigerian graduates built a ₦2 billion trade machine
- African SMEs have relied on platforms like AliExpress and Temu for sourcing goods from China, but these platforms lack reliability and customization.
- Midddleman connects African businesses directly with Chinese manufacturers, offering a more reliable sourcing solution.
- Nigeria–China bilateral trade was valued at approximately $22.6 billion in 2023, highlighting the opportunity for Midddleman.
Midddleman's innovative approach to bridging the gap between African SMEs and Chinese manufacturers addresses critical pain points in international trade. By focusing on reliability, quality assurance, and user-friendly technology, the startup not only enhances the import experience but also positions itself for significant growth in a burgeoning market. This model could serve as a blueprint for other regions facing similar challenges in cross-border trade.
