A modern twist has been added to an age-old Nigerian tradition as Iyaloja Direct leverages technology to revive and streamline communal foodstuff sharing, a system once widespread among market women across the country. The platform, now gaining traction in Lagos, taps into the spirit of cooperation that previously saw women in local communities contribute funds to purchase bulk food items, livestock, and produce—cutting down individual costs while ensuring adequate supply for all members of the group.
Iyaloja Direct has transformed this informal cooperative model into a digital, efficient, and scalable service. By aggregating foodstuff orders from households across various neighborhoods in Lagos, the platform consolidates consumer demand and sources products directly from major wholesale markets including Mile 12, Oyingbo, and Ketu. After procurement, these items are divided into smaller, pre-ordered portions and delivered straight to customers’ homes.
The innovation is solving two long-standing challenges for Lagos residents—rising food prices and the logistical stress of market shopping. With Nigeria currently battling inflation and rising transportation costs, Iyaloja Direct’s model offers not only convenience but also significant savings. Customers benefit from wholesale pricing without needing to travel or buy in bulk individually, while farmers and market traders experience increased and more predictable demand.
According to industry observers, the initiative also contributes to reducing food waste and improving access to fresh produce for middle- and low-income households. By cutting out multiple layers of middlemen and purchasing directly from source markets, Iyaloja Direct ensures freshness, price transparency, and fairer returns to original sellers.
In a rapidly urbanizing city like Lagos—where time is scarce and market trips can be chaotic—this innovation represents a timely fusion of technology and culture. What began as a traditional, community-based practice of solidarity is now a digital solution meeting the demands of modern life, all while staying rooted in the values of cooperation and shared prosperity.