6 Digital Platforms Championing African Brands
Photo Credits: Fertilizer. Brand: Mukadi
The African creative industries are on the rise, and thanks to this current era of digital connectivity, e-commerce platforms have become a gateway to discover their power and diversity. Whether you enjoy casually scrolling or you’re a shopping addict, there are several online platforms that proudly present multiple African fashion, design, beauty and lifestyle brands.
Not only will these platforms satisfy all your shopping needs, they are also catalysts for a much grander narrative — the continent's boundless creativity. With each click, they unveil a vibrant tapestry of fashion, beauty, and artistic expression, revealing the stories of African artisans, designers, and visionaries. Beyond their virtual storefronts, these platforms work to connect global audiences with the profound ingenuity, cultural richness, and savoir-faire that pulse throughout the African continent.
Check out the digital platforms dedicated to uniting a powerhouse collective of African creatives, making their brilliant creations accessible across the globe.
Dola
Dola’s journey began as a modern African lifestyle brand before swiftly transcending its initial boundaries, evolving into an events and creative agency.
Driven by the visionary minds of French-Togolese designer, Yannick Do and French-Moroccan creative, Fayçal Lazraq, Dola launched on April 4th, 2022 andproposes a grand vision: to present an alternative image of Africa as a continent teeming with youthful vibrancy and creative expression.
“Building this platform means a lot for us. It’s a realisation of our vision to create a digital space that celebrates and showcases the rich creativity of the African continent,” Yannick Do tells Ndaane. He continues, “Dola encourages artists, artisans and designers from different countries in Africa to come together and share their diverse perspectives, helping to promote intercultural exchange and the fusion of traditional techniques with contemporary ideas.”
Within the realm of Dola's platform, you can delve into a treasure trove of limited-edition clothing, objects, beauty products, books, magazines, and be exposed to the inspiring stories of African designers and entrepreneurs from the likes of Togolese designer, Guifty Dossou to Ghanaian creative, Kojo Kusi.
“Dola has facilitated notable collaborations. Some examples include our capsule collection with Ivorian brand, Ubeku; a skate tour between Accra and Abidjan; a DJ academy in Abidjan; a design piece by Hall Haus produced by artisans in Dakar, the first Afrobeats and Afro-house music festival in Morocco — ONOMO SUMMER FEST,” Yannick confirms.
Dola ships worldwide and the Soherity "Choix du Jour Unisex Denim Trousers" are a beautiful must-have.
2. HAMALIE
Theresa Olloh moved to the UK, got a taste of its stark Eurocentricity and decided she was ready for a vibe shift. “There were very few e-commerce platforms that offered a diverse range of African beauty products in visually appealing ways in the UK, so I decided to create a platform where people can come together and shop the most authentic African products” Olloh explains.
With a desire to foster a sense of global togetherness and dismantle cross-continental barriers, she launched Hamalie in 2019, making Black-owned businesses, most of which are also women-founded, available to anyone, anywhere in the world. Hamalie works beyond the mere act of enhancing personal beauty and style — it extends its efforts to beautifying your home as well. Theresa recently began producing prints and, to continue applying ethical methodologies to fashion, she sources some of her packaging from Eco-craft.
Various skincare goods made by Africans are available on Hamalie, including the cult Arami Essentials Glow Oil.
3. FERTILIZER
Fertilizer is an avant-garde platform that was conceived with the mission of empowering Black creatives keen to share their unique stories through art, design, fashion, videos, and more. With community at heart, the platform aims to bring together talents with a distinct aesthetic and a strong point of view.
In an era where the demand for slow and sustainable fashion is growing rapidly, eco-responsibility is vital for Fertilizer—the platform only showcases emerging Black creatives from diverse backgrounds who embody both sustainable practices and offer a way to think differently.
No matter where you are in the world, the beauty of Fertilizer is that they ship worldwide. The Meji Meji “Arewa Dress” is a standout piece for baddies looking to get their Friday night groove on.
4. Ruwaza
Ruwaza is an e-commerce fashion destination that links up fashion designers and brands that make clothing and accessories in Africa and buyers. Inspired by the vibrant culture, fashion, and design of contemporary Africa, Ruwaza accommodates a capsule of African brands which offer fun pieces for everyone while also promoting conscious consumerism.
With a focus on elegant designs, the platform highlights brands that showcase versatility and often possess multi-functional attributes, making them suitable for all seasons throughout the year.
The Marté Egele “Green Chunky Leely Bucket Bag” is a great piece to bag!
5. Elle Aime Creatives
Elle Aime Creatives is a “multidisciplinary platform” curated by Loza Maléombho which embraces not just fashion and cosmetics but craftsmanship, digital art and photography. The platform features a wide variety of brands that provide outfits that work for everyone by fusing both classic and contemporary Western silhouettes with indigenous African patterns to create unique styles.
It also includes makeup such as the Mandinga Foundation Dune Collection which caters to all skin shades for Black people. While delivery is available everywhere in Côte d’Ivoire, shipping rules may vary for some products and brands.
6. Merchants On Long
Before launching online last year, pioneering South African concept store Merchants On Long had existed for over a decade. Positioning itself as offering “the best of what the African continent has to offer”, the platform delivers a gratifying shopping experience as there is an ample range of options for everyone, even kids! Want accessories, scarves, shawls, hats, bags? Merchants on Long has your full wardrobe covered.
The platform delivers worldwide. The Viviers “Matching Set Yellow”, which can be styled to create both night and daytime looks, is a really nice catch.