How MADE supported micro-retailing women in Edo State to increase their income through linkage to fast moving consumer goods (FMCG) companies

1. Mrs. Byetes and other
women in her bulk buyer
group in Yanka Market now
purchase goods at lower
cost; their profit margins have
increased by between 10-
15%; and their incomes and
livelihoods have improved.
Mrs. Evelyn Byetes is one of 2,158 micro-retailers (90% of whom are women) who have
been onboarded on an online platform, PayByana that enables them to purchase fast
moving consumer goods (FMCG) in bulk and at discounted rates.
Worried by lack of direct access to FMCG companies and low profit margins
experienced by micro-retailers in Nigeria, the DFID-funded Market Development in
the Niger Delta (MADE II) through its Edo State Investment Portfolio (ESIP) supported
women retailers in Edo and Northern Delta to form bulk buyer groups that will enable
them access products direct from FMCG firms in bulk and at far less discounted prices,
thus eliminating the hurdles associated with middlemen. The products are delivered at
their shop as last mile deliveries to the women at distributors’ prices.
MADE partnered PayByana to provide an online payment solution that facilitates access
to FMCGs at company or distributor prices by groups of micro-retailers across all local
councils in Edo and parts of Delta State. The mobile application also provides the
TECHNOLOGY
HELPS
MICRO-RETAILING
WOMEN MAKE
MORE PROFITS
IN DELTA

2. micro-retailers access to business management
tools that allow for record keeping, tracking of
inventory, sales and business reporting. Twenty
youths have been trained and engaged as agents
to promote awareness about the App and attract
more users and retailers to promote brand visibility
and benefits of micro-retailing market.
Mrs. Evelyn leads a bulk buyer group of about 20
micro-retailers in Yanka Market, Asaba. The group
pools funds together and aggregate their orders
through the PayByana app. She, together with her
group members have purchased goods worth
₦2.24m (£4,817) over several transactions.
Mrs. Byetes and other women in her bulk buyer
group in Yanka Market now purchase goods at
lower cost; their profit margins have increased by
between 10-15%; and their incomes and livelihoods
have improved. They have eliminated the risk of
travels and other transactional costs due to dearth
of supply chain infrastructure and support services.
There are more actors in the value chain and the women who now enjoy improved relations with FMCG firms
and can access trade credits, share market information and intelligence to support one another. “I now make
orders for my retail shop on the PayByana app and the fact that the app helps me keep transaction details
even makes it more interesting. Other women are asking to join our group to know how they can benefit from
the discounts we enjoy”, Mrs. Evelyn said.