Why African businesses take a DIY approach to selling online

One of theDIY few things that Charlyn Kentaro cannot share on Instagram is the scent of her workshop, fragrant with eucalyptus, peppermint and shea butter. Almost everything else she posts online, where she shows off her natural hair products and swaps styling tips with other women in Uganda and beyond. Most of her sales come from social media, which she describes as a “godsend”. Orders come in through direct messages or by WhatsApp. She ships them out herself in packaging inspired by colourful African kitenge cloth.This way of using social media to sell products is called “social commerce” by business wonks. It might also be thought of as the do-it-yourself () approach to online business. Everything from marketing to delivery and payment is managed by the vendor through his or her smartphone. That is no easy task in many African countries, which lack functioning postal systems and where most people do not have bank accounts or even a postal address.