Eden Life, a Nigerian home concierge startup, has announced its rebranding project and the grand launch of the Eden Marketplace, a massive online shopping mall that aims to change how people shop in the region.
Eden Marketplace, which just opened, will have a lot of different types of goods, like groceries, medicines, electronics, and beauty items. These will be added to the services it offers, like cleaning, laundry, and the new on-demand food delivery service Homemade. With this intelligent growth, Eden Life is now in direct competition with big names in the industry, like Jumia and Konga.
The company says, “Our rebrand shows how we’ve grown and how committed we are to 10xing the quality of your life. Eden marketplace takes that commitment to the next level by letting other dedicated vendors use the infrastructure we’ve built over the years, allowing our customers to thrive and get more done more easily.”
The company had said in October 2023 that it planned to expand its services soon, which this announcement follows.
Eden Marketplace tries to unite buyers and sellers by creating an open online space that deals with common problems like harmful products and services, late deliveries, and ensuring vendors are paid quickly and easily.
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What you need to know about Eden Life
In 2019, Nadayar Enegesi, Prosper Otemuyiwa, and Silm Momoh came up with the idea for Eden Life Nigeria because they saw a need to improve services in the market.
To grow, the company went into Kenya in April 2022 and bought Lynk at the same time, a tech company that helps jobless Kenyans find jobs.
Enegesi says that they decided to grow into Kenya to test their idea in that market, which has worked out well. Notably, the Kenyan division has grown faster than the Lagos division. This is because it hasn’t had to build as much new infrastructure.
Enegesi was also optimistic about Eden Life’s future and said the company might start making money within a year.
What the rebrand signify
The rebranding shows how the company has grown and how committed it is to making people’s lives ten times better. The new Eden Marketplace expands the company’s infrastructure to give suppliers and customers more power, creating a place where productivity and ease of use thrive.
Eden Life’s move into e-commerce is a smart move to expand its business beyond home services and into the larger retail market, giving small businesses and sellers in a wide range of fields a place to sell their goods.
Because people in Nigeria aren’t able to buy as much as they used to, Eden Life changed its business plan. It went from offering subscription-based home management services to adding more services, like opening a quick-service restaurant called Homemade by Eden and now growing its online store. It is expected that Nigeria’s e-commerce market will grow to $16 billion by 2028, which fits with this smart move.
New eCommerce competition
The startup aims to overtake Jumia and Konga in e-commerce. Eden Life expects various suppliers and customers to join its marketplace. Thus, it will charge a commission on sales.
During a quick-service restaurant promotion, logistics and order fulfillment issues arose. The high demand revealed operational flaws. To handle rising order volumes, the company will partner with more delivery partners and expand its delivery network.
The marketplace’s infrastructure will also give merchants a dashboard for customized client engagement, performance analysis, and order management. However, Eden’s platform offers safe payments, real-time order tracking, and more services.