Shoptreo, a Nigerian e-commerce startup digitizing informal artisanal supply chains, has secured seed funding from Rebel Seed Capital.
Founded in 2021 by George Uteh (CEO) and Emmanuel Jacobs, Shoptreo operates from Aba, Nigeria, and the U.S., focusing on giving grassroots artisans especially leather makers in the Aba Artisanal Leather Cluster a path into global markets via a digital-first platform.
Shoptreo’s platform offers digital storefronts for artisan businesses, order and inventory management tools, integrated logistics and payments for local and international orders, and Inventory financing to bulk buyers and distributors to overcome cash flow constraints.
The goal: unlock global demand for high‑quality handcrafted products from one of Africa’s most prolific leather hubs, while formalizing informal production through tech-backed solutions.
George Uteh, CEO of Shoptreo, commented:
“Rebel Seed Capital’s vision aligns closely with our mission to create value in underrepresented segments of the economy. This funding will fuel our expansion efforts and help us take Aba’s world-class leather products to international markets.”
Emeka Okoye, Managing Partner at Rebel Seed Capital, added:
“The Aba Artisanal Leather Cluster represents a major economic opportunity. With the right digital transformation, it can unlock unprecedented levels of wealth and prosperity. The Shoptreo team has shown the hunger, drive, and execution ability needed to succeed in this space.”
Shoptreo plans to deploy the funding across several key areas such as onboarding hundreds more artisans, especially within Aba and other Nigerian craft clusters, enhancing its platform and digital infrastructure to support international sales and B2B logistics, and Strengthening partnerships with logistics providers and financial services to ensure reliable order fulfillment and seamless cross-border transactions.
Africa’s informal manufacturing ecosystems like the Aba leather sector often lack digital infrastructure, financing, and streamlined access to export markets. Shoptreo bridges this gap by combining e‑commerce, fintech, and logistics in a model built for local realities and scaled globally.
As global demand grows for ethically sourced, handmade goods, companies like Shoptreo are enabling artisans to compete directly on international stages without losing their identity or craftsmanship roots.
About Shoptreo: Shoptreo is a Nigerian B2B and B2C e-commerce startup established in 2021 that empowers artisans and small brands particularly in informal clusters like Aba with digital tools and financial access to serve international markets.
About Rebel Seed Capital: An early-stage African investor focused on startups driving transformation in overlooked sectors, with ticket sizes typically ranging from $10K to $50K.
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