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EXPOSED: The Lagos hawker who makes one million Naira monthly: An expose into Africa’s unstructured Direct-To-Consumer Market.

Chinedu Okorafor moved from his village in Eastern Nigeria to Lagos, in 2016. As soon as he could afford the night bus, he took it straight to city of excellence. When he got to Lagos, he had a thousand Naira, a Bagco sack housing two jean trousers and two shirts; all his belongings. It’s January 2020, four years in Lagos, and Chinedu makes a minimum of a million Naira monthly solely from hawking. What started, for me, as purchase of snacks from a seemingly regular hawker, turned into an in-depth discussion on the Nigerian Direct-to-consumer business.
Every large metropolitan city has traffic, and this unarguably influences the daily habits and culture of these cities. For Lagos, Nigeria’s commercial headquarters, the heavy traffic determines sleep and wake times, and commute choice for most of the populace. The most amusing phenomena the Lagos traffic offers is the magical transition of a traffic situation into a shopping mall. The range of offers are wide, from the needful to the exquisite, from nylon wrapped sausage rolls and carbonated drinks to chihuahuas and bull dogs. Thirty minutes in traffic and you could come out of it with a new inflatable bed and manual air-pump in your back seat and empty bowls from finished lunch in the passenger seat. The range of merchandise sold by the street vendors also includes household durables, electronics, apparel, accessories and book materials.
A study done by the Journal of Marketing and Consumer Research in 2015 shows that about 41% of street hawkers earn a monthly income of over N200,000 while the lowest earning hawkers earn about N20,000. This is particularly why Chinedu’s story is fascinating. How did he, in four years rise from the N20,000 income of the average starter to N1,000,000?
Chinedu, who made a point to tell me he is now a titled chief in his village, did a profit analysis with me. In his third month of hawking, he was making a N5 profit on every unit of Gala (packaged sausage roll) he sold and made an average sale of 300 units daily, solely in the Mile 2 traffic. This roughly translates to N40,000 monthly because Chinedu, like many other hawkers work for limited hours on Sundays. They go to Mass, get some rest and return phone calls that have pended week-long.
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Ok

Nice

You people should fear GOD small nah.
He makes 1million and he is not renting an apartment? And leaving the slum to sleep in a better place, maybe come from there to still do his trading?

If you tell me he makes 100,000 a month its ok,
Even 200,000 i can still believe you.
But 1,000,000?
Pinocchio, tell me another lie please

Nice piece.....I believe it, there is a saying "òmo ità lon pawo" meaning it is the boy outside that makes money, you will be shocked how much these guys make...they are part of the reasons we still have UAC FOODS....plus what he said is not a lie.....if you truly look at what he said the traffic points listed are accurate.

The same way yahoo boys and ritualists will tell u " na God oooo" when u ask them the source of their wealth. They ascribe their wealth as God's blessings even when they know their dubious lives are far away from God. Do u know what is one million naira? Even some wholesalers he is buying from don't make such profits a month. Is he hawking hard drugs? I don't want to undermine somebody's hardwork but stop over-exaggeration.

No kill us with exaggerations.

Probably N1M in a year

femi4:
Probably N1M in a year

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I have doubt for this too

Lies

Naso the money easy naim everybody never turn hawkers...

Na to expect more hawkers on Lagos roads be dat......

Don't be fooled guys.
All this blogger with posts that are not real.

1 million a month. That's interesting.
1 million is no joke especially through his racket.
I seriously doubt this knowing fully well that 1m is not 10k.

Op, because of your piece Sanwolu will soon remember these hawkers just as he remembered okada and keke in Lagos. But when that time comes don't complain about unavailability of gala to buy on the road.

let say per item sold the hawker makes 100 naira profit (which is highly impossible) he must have sold 10,000 items in 30 days and average of 300 sales per day

As an educated fellow with an analytical mind, I truly don't believe this..

.

Straight to oshodi, seems gala is the new gold

Why do i not believe this, this is for traffic to ur blog oga, try again with the caption, 'meet girl slept with 300 men you can be the 301st if you stay arround oshodi '

Over blotted figure tho but Igbo boys dey sell wella for hold up especially all those bottle water, soft drinks and gala vendors

https://www.youtube.com/watch?v=MUm58xJQk6g

The article says he has a distribution network of over 100 hawkers. So 1m a month is possible since he has multiplied himself.

itsme01:



let say per item sold the hawker makes 100 naira profit (which is highly impossible) he must have sold 10,000 items in 30 days and average of 300 sales per day

As an educated fellow with an analytical mind, I truly don't believe this..

.

Your analytical mind is obviously flawed. The guy is probably no longer a direct hawker since he now has others doing the hawkin while he earns commission from them.
Nigeria's economy is distorted and largely informal, that is why you as a university graduate would be underemployed with a salary of 40k a month while an illiterate hawker, bike rider or any other high-in-demand vocation will be smiling home with that amount weekly.

Education is good no doubt, but it doesn't guarantee financial freedom in a country like Nigeria.

Biafrarep:


Your analytical mind is obviously flawed. The guy is probably no longer a direct hawker since he now has others doing the hawkin while he earns commission from them.
Nigeria's economy is distorted and largely informal, that is why you as a university graduate would be underemployed with a salary of 40k a month while an illiterate hawker, bike rider or any other high-in-demand vocation will be smiling home with that amount weekly.

Education is good no doubt, but it doesn't guarantee financial freedom in a country like Nigeria.

Look this is simple logic, if you call your self a hawker and claim to make 1m per month, you simply imply you generated the revenue on your own, but once you also employed hawkers to make the said 1m then you are now an entrepreneur and run a business .. its like a prostituite who earn 10000 daily from her hustle and also pimps out girls to make 100,000

Abdganiyy:
Chinedu Okorafor moved from his village in Eastern Nigeria to Lagos, As soon as he could afford the night bus, he took it straight to city of excellence. When he got to Lagos, he had a thousand Naira, a Bagco sack housing two jean trousers and two shirts; all his belongings

like Chinedu, this is inarguably the story of a certain group of people who end up saying Lagos is a no man's land

Overnight, these people run away from their landlocked redmud tiled streets, plagued by incest and "awa oyel chants". They run to us for a life and a sense of belonging, and when we help them, they try to bite the hand that feeds them.
Southwest is light, we helps others grow. Lagos has helped Chinedu Okorafor grow

so we should start hawking ?

Stealing intellectual property is a criminal offence!

OP, take down this post or acknowledge the real author.