As featured by the International Trade Centre (ITC News), 19 May 2021
“During my work with artisans in Kenya, I realised the challenges they face in accessing markets and gaining exposure. I asked myself, how can I support them? Using my creativity, I started working with them to help their products be seen.”
This question inspired the birth of Shop Nanjala, a Kenyan home décor and customised gift shop. With over two decades in the creative industries, founder Teresa Lubano saw an opportunity to build a legacy that empowers artisans while delivering design-led, sustainable products to customers.
Shop Nanjala champions locally sourced, Made-in-Kenya goods and offers a one-stop e-commerce platform that bridges artisans and buyers.
From COVID-19 to Record Growth
Despite the pandemic’s economic setbacks, Shop Nanjala achieved a remarkable 514% revenue growth in 2020 compared to 2019. By May 2020, online conversions had surged as more people turned to e-commerce for convenience.
“Due to the pandemic, people relied more on online platforms and were more prepared to use them,” Teresa explains.
This success was built on years of groundwork. Between 2015–2019, Shop Nanjala primarily sold offline, focusing on brand consistency and loyal customer relationships through excellent service.
Social Media as a Growth Driver
For Teresa, social media—especially Instagram—was crucial. Most buyers discovered Shop Nanjala through posts and stories before moving to the website to purchase.
In 2020, Shop Nanjala gained further momentum after winning first prize in the E-commerce Story Pitch Contest, organised by ITC’s ecomConnect project with the support of Charicomm, a digital agency for sustainable businesses. The training emphasised goal setting and leveraging paid campaigns through Google Ads and Facebook Ads.
Teresa also shared her expertise in ITC’s Facebook Live series E-commerce Tips from Peers, where she advised entrepreneurs to:
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Create high-quality, consistent content on social media.
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Track metrics to measure performance and embrace innovation.
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Offer outstanding customer service.
Her secret? Surrounding herself with a creative, visionary team.
Looking Ahead
Shop Nanjala’s mission is clear: to inspire Kenyans to buy and celebrate products Made in Kenya. Teresa and her team believe local products meet global standards while reflecting sustainable values.