Nigerian home service platform, Eden Life is venturing into the broader retail market with the introduction of Eden Marketplace, an e-commerce platform. The move aims to diversify its offerings and capture a larger market share beyond its initial subscription-based model. Eden Marketplace will host vendors and small businesses in categories such as beauty, cosmetics, electronics, food, and medicine.
Eden Life seeks to “10x the quality of life” by scaling its vision across Africa through the new e-commerce marketplace, according to Deji Adeleye, Head of Marketing at Eden. Faced with decreasing purchasing power in Nigeria, Eden Life has adjusted its model to adapt to market dynamics. The initial focus on home management services, including laundry, cleaning, and meal delivery, has expanded to include new verticals.
Eden Life’s entry into e-commerce aligns with projections that Nigeria’s e-commerce market could reach $16 billion by 2028. The company aspires to compete with established players like Jumia and Konga, aiming to be “bigger than Jumia.”
Eden Life’s foray into e-commerce faced logistical challenges during a flash promotion for its quick-service restaurant in July. The company collapsed online platforms due to unexpected demand, emphasising the need for an efficient logistics model.
Learning from past experiences, Eden Life plans to collaborate with more delivery partners to enhance its order fulfillment capabilities. The aim is to prevent operational challenges and accommodate potential surges in order volumes.
Comprehensive E-commerce Hub
Eden Marketplace, positioned as a 360 e-commerce platform, aims to bridge the gap between buyers and sellers. The platform will encompass diverse categories, including groceries, pharmaceuticals, electronics, and beauty products. Nadayar Enegesi, CEO of Eden Life, emphasised the company’s commitment to pushing technological boundaries to enhance the quality of life.
The rebrand signifies an evolution, with the new marketplace extending infrastructure to empower vendors and customers. The expansion into e-commerce marks a strategic move beyond home services, aiming to capture a larger retail market. Eden Life plans to monetise the marketplace by charging a commission on sales, targeting a wide range of vendors and customers.
The marketplace infrastructure includes features such as a vendor dashboard for customer engagement, performance analysis, and order management. Customers can expect secure payments, real-time order tracking, and access to various services through Eden’s platform.
