Global artisan economy of Aba gains boost with Shoptreo's securing of seed funding for global expansion
Nigerian E-commerce Startup Shoptreo Secures Investment from Rebel Seed Capital
Rebel Seed Capital, a pan-African early-stage investor, has invested in Shoptreo, a Nigerian e-commerce startup founded in 2021 by George Uteh and Emmanuel Jacobs. Shoptreo's mission is to formalize and streamline traditionally informal production systems, particularly in the leather industry, by digitizing informal artisanal supply chains.
Based in Aba, Nigeria, and the US, Shoptreo aims to connect grassroots artisans in Aba with international markets. The startup provides a digital platform that offers artisan-led businesses tools such as online storefronts, inventory and order management, integrated logistics and payment solutions, as well as inventory financing to address cash flow challenges for bulk buyers and distributors.
This digital transformation enables the Aba leather cluster—one of Africa’s largest artisanal hubs—to tap global demand for premium handcrafted leather goods, greatly expanding market access beyond local and informal channels. George Uteh, the CEO of Shoptreo, stated that Rebel Seed Capital shares their commitment to uplifting overlooked sectors of the economy.
Emeka Okoye, Managing Partner at Rebel Seed Capital, believes that the Aba Artisanal Leather Cluster has immense untapped potential for wealth creation through digital transformation. The funding will be used for upgrading Shoptreo's platform and tech systems to support global sales and B2B logistics. Shoptreo also plans to reinforce its logistics and financial service partnerships to ensure dependable order fulfillment and smooth international transactions.
In addition, the startup is planning to use the new funding for artisan onboarding expansion across Aba and other Nigerian craft hubs. Shoptreo's platform is designed to address challenges faced by informal manufacturing hubs, such as limited digital infrastructure, inadequate financing, and restricted export access.
By formalizing and streamlining the supply chain, Shoptreo helps artisans increase efficiency, professionalism, and global competitiveness while supporting local economic development and preserving artisanal craftsmanship in the region. This approach exemplifies how technology can empower informal economies, transforming them into structured, export-capable industries with global reach. Shoptreo empowers artisans to enter international markets while preserving their unique identity and traditional craftsmanship.
Shoptreo integrates e-commerce, financial services, and logistics into a locally adapted platform designed for global reach. The startup aims to tap into global demand for premium handcrafted goods from one of Africa's leading leather hubs, thereby contributing to the economic growth and development of the region.
Shoptreo intends to utilize the investment from Rebel Seed Capital to strengthen its technology, aiming for platform upgrades that support global sales and B2B logistics. Furthermore, the startup plans to expand artisan onboarding across Aba and other Nigerian craft hubs, using technology to address challenges in informal manufacturing industries such as limited digital infrastructure, inadequate financing, and restricted export access.
