If you’re familiar with Malawi, then you probably know how much we love clothes and goods from Tanzania’s Kariakoo market. The trendy items from Kariakoo, followed closely by those from South Africa, have long been favorites for many Malawians. These two countries are easier to access compared to the more complex routes of importing from China, the UK, or Turkey.
Like many others, I started by telling potential customers, “We are taking orders in case you want something,” and eventually, that’s how I became part of the “@Taking Orders” crowd, as many call it. Today, I want to share my journey in this space and the lessons I’ve learned about e-commerce—both the good and the bad.
How I Started With Zero Capital
Believe it or not, I began my business with no money at all. I’m not a motivational speaker (laughs), but it’s true. I needed to make money, so I partnered with a cousin and a family member who were already importing goods from South Africa. Each of us had our own customers, but we saved on transport costs by sharing bulk shipping.
My journey really began when I joined a WhatsApp group from South Africa. The group admin posted different items—clothes, sneakers, household items, you name it. I started posting these on my WhatsApp status and occasionally on Facebook, asking if anyone was interested. To my surprise, people started placing orders! Within the first week, I received a few small orders, and from there, I was off and running.
Key Lessons I’ve Learned
1. Just Start – There’s No Perfect Time
If you’ve been over-planning or worrying about things going wrong, it’s time to stop and just start. Every business involves some level of risk—whether it’s worrying about getting scammed, losing money, or having your goods stuck in transit. I didn’t have all the answers when I started, but I took the plunge, learned as I went, and adapted along the way.
2. Your Social Network is Your Social Capital
Your phone contacts, WhatsApp status viewers, and social media followers are your first customers. My initial sales came from people who saw my posts and decided to try out what I was offering. Joining relevant WhatsApp groups also helped me network and get advice on bulk shipping and supplier quality. If you’re new to e-commerce, your personal network is a great place to start.
3. Master the Art of Marketing
Since e-commerce is primarily done online, you need to actively update your social media statuses, respond to customer inquiries, and create compelling ads. I found that I had a natural talent for marketing, which helped me attract more customers. Even if you’re not a marketing expert, consistency in communication goes a long way in building trust.
4. Find Your Niche
Early on, I sold everything under the sun—clothes, household items, perfumes, and even kitchenware. While that worked for a while, I soon realized the importance of focusing on a specific niche. It’s easier to manage, market, and build a reputation when you specialize. For example, if I were to do it again, I’d focus on bedding, kitchenware, or women’s clothing because these are areas where I have an eye for quality and trends.
Challenges and Overcoming Them
Running an e-commerce business wasn’t without its challenges. I encountered issues with low-quality suppliers, different shipping regulations, and the overwhelming pressure of managing diverse product categories. However, each obstacle taught me something valuable, helping me refine my approach over time.
Closing Thoughts: What’s Next for E-Commerce in Malawi?
E-commerce is booming, and platforms like Lizulu.com make it easier than ever to connect buyers with a variety of products. Whether you’re interested in starting your own business or simply looking for the latest trends, there are endless opportunities in this space.
If you’re ready to take your first step into e-commerce, don’t hesitate—just start! Visit Lizulu to explore trending items and discover how easy it is to bring quality products right to your customers.
