'Authentic' is the most overused word in African shopping online. Here is a practical checklist for telling the real vendors from the importers who never touch the product.

Five signs of an authentic vendor

  • They tell you where the product is from, specifically.
  • They name the maker, cooperative or region.
  • They show real photos, not stock imagery.
  • They explain ingredients or materials plainly.
  • They are reachable and answer questions.

Afriexomart vets every vendor and lets you shop them directly. Start exploring.