Grace Ashiru
Rebel Seed Capital has backed Nigerian e-commerce startup Shoptreo, which focuses on digitising informal artisanal supply chains.
Established in 2021 by George Uteh (CEO) and Emmanuel Jacobs, Shoptreo runs operations out of Aba, Nigeria, and the U.S., with a core mission to digitally connect grassroots artisans particularly leatherworkers in the Aba Artisanal Leather Cluster to international markets.
The Shoptreo platform equips artisan-led businesses with digital storefronts, inventory and order management features, built-in logistics and payment solutions for both domestic and global orders, as well as inventory financing options for bulk buyers and distributors facing cash flow challenges.
Shoptreo’s mission is to tap into global demand for premium handcrafted goods from one of Africa’s leading leather hubs, while using technology to formalize and streamline traditionally informal production systems.
George Uteh, CEO of Shoptreo, stated: “Rebel Seed Capital shares our commitment to uplifting overlooked sectors of the economy. This investment enables us to scale operations and showcase Aba’s premium leather craftsmanship on the global stage.”
Emeka Okoye, Managing Partner at Rebel Seed Capital, remarked: “The Aba Artisanal Leather Cluster holds immense untapped potential. Through digital transformation, it can become a powerful engine for wealth creation. The Shoptreo team brings the ambition, grit, and execution capacity to make that vision a reality.”
Shoptreo intends to channel the new funding into several strategic areas: scaling artisan onboarding across Aba and other Nigerian craft hubs, upgrading its platform and tech systems to support global sales and B2B logistics, and reinforcing its logistics and financial service partnerships to ensure dependable order fulfillment and smooth international transactions.
Informal manufacturing hubs across Africa such as the Aba leather sector frequently face challenges like limited digital infrastructure, inadequate financing, and restricted export access. Shoptreo addresses these barriers by integrating e-commerce, financial services, and logistics into a locally adapted platform designed for global reach.
With rising global interest in ethically sourced, handcrafted products, platforms like Shoptreo empower artisans to enter international markets while preserving their unique identity and traditional craftsmanship.
About Shoptreo: Founded in 2021, Shoptreo is a Nigerian B2B and B2C e-commerce startup that equips artisans and small brands especially those in informal hubs like Aba with digital infrastructure and financial access to reach global markets.
About Rebel Seed Capital: A pan-African early-stage investor backing startups that are innovating in underserved and underexplored sectors, typically investing between $10K and $50K per venture.
