Store 251 Rolls Out App as Ethiopia’s E-commerce Scene Faces Shake-Up from Informal Vendors, Telecom Giant

An Ethiopian e-commerce company known for its wide selection of locally made goods has taken a digital step forward by launching a dedicated mobile app. Store 251, a five-year-old startup which operates through both physical and online outlets, debuted a mobile app last week, in a bid to strengthen its position in the country’s increasingly competitive e-commerce sector.

The platform, developed with seed funding and support from Venture Meda, a collaborative initiative that looks to supercharge promising e-commerce startups, looks to expand 251 market presence.

Madot Assefa, Founder and CEO of Store 251, says the app was designed to cater to the needs of users who are increasingly shopping through their smartphones. She recalled that development took nearly eight months, with updates continuing till now.

“Our app was developed to reflect an actual marketplace,” Madot told Shega.

A sleek interface fitted with customer reviews, live transaction dashboards, and customizable display formats for stores is available on the platform. Shoppers can also create and share wish lists for special occasions and earn Sheba Miles credit points redeemable for benefit packages when flying with Ethiopian Airlines. The platform’s development has maintained 251’s earthy aesthetics and attention to branding for each product.

Started from a shop at Jupiter International Hotel in 2017, Madot spun off the e-commerce wing four years later with 41 registered up-and-coming Ethiopian brands. Most of the featured shops offer locally made products, primarily hosting textile products and fashion accessories. The platform charges a 10% commission fee on sales while hosting all the products at both its online and physical outlets.

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