In a departure from the high-profile “disruptor” narrative dominating Nigeria’s tech scene, 3XG Shop is quietly redefining e-commerce by focusing on building the infrastructure that underpins African retail. The startup, led by founder Joshua Ogunde, is positioning itself as a comprehensive platform that connects physical merchants to their digital presence while addressing long-standing logistical and operational challenges.
Unlike competitors chasing rapid growth and market share, 3XG Shop integrates order management, fulfillment, and logistics into a modular system designed for reliability and long-term use. The platform aims to provide merchants with tools that ensure seamless operations and improve customer experience, creating a dependable ecosystem for both online and offline commerce.
Joshua Ogunde said the company’s approach is not about short-term gains but systemic impact. “We’re not building for today’s version of commerce. We’re building for what it needs to become,” he stated, emphasizing a focus on resilience over vanity metrics. By prioritizing merchant stability and operational efficiency, 3XG Shop hopes to prevent the structural issues that have caused other better-funded platforms to stumble.
The startup’s model underscores the link between reliable logistics, merchant tools, and consumer trust. Improved delivery and operational efficiency help merchants offer consistent services, which in turn drives repeat customer engagement and loyalty. Ogunde describes this as a “virtuous cycle” critical to building sustainable, long-term commerce platforms in Africa.
As Nigeria’s e-commerce market matures, 3XG Shop’s measured, systems-first strategy offers a blueprint for the next phase of growth. By focusing on utility, reliability, and infrastructure, the startup aims to strengthen the foundation of African retail, providing a model for how technology can support merchants and customers alike in a rapidly evolving digital economy.