When I started my brand on TikTok, I was actually educating people in the process. Some people may have heard of African Net Sponge, but didn’t know about its benefits, how to use it, or what makes it so special. I think it became popular because it’s a great cleansing tool. this one video [showing how to use the product] It went viral in August 2023 and spread like wildfire from there. The first time we received 300 orders in one day. This growth remained steady until that November.
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Then there was a Monday in November 2023, and we had to pack around 10,000 orders that arrived that weekend. It was a total surprise that several videos went viral at the same time. I remember reaching out to everyone I knew in the community. I said: “Can you help me pack my order?” Can you help me pack the sponges? What can you do? Just show up and do it. ”It was a crazy day. So I started this in my basement. I had my in-laws and kids help me. That’s how it started, [eventually] My children had to go to school. My in-laws had to move back to Nigeria. From there, I hired two people and some contractors to work with me. [for about six months]and then hired about four more people. Currently, we have a team of approximately 7 full-time employees and receive approximately 500 orders per day.
What we hear from our customers is that they love how we work directly with suppliers in their home country of Nigeria. I take them through that supply chain process and show them how growing a brand impacts them. Our supplier started with two employees, but as the business grew, it grew to 100 employees. That’s a huge impact. I think our viewers loved seeing our growth, all we can accomplish, and how we can impact our communities nationally and internationally.
[I would say] About 85% of my business is driven by my TikTok shop. The Shop component makes it easy for your customers to shop directly on your video. There’s a call to action, but it doesn’t take you to another platform. It’s easy to stay there and enjoy shopping and entertainment.
[On TikTok, it’s about] Just be authentic, be organic. Nothing extra. That’s what I love. Even though I have no business experience, I was able to use this platform to grow my business and become a CEO. And I am learning as I go. TikTok is the place to do that.
