Driven by a desire for financial independence and to make shopping easier and more convenient for people, Oreoluwa turned her passion for business into a thriving online brand that now serves hundreds of customers across Nigeria.
By Habiba Kaita
Ajibero Oreoluwa Eniola, a 400-level Mass Communication student of the University of Lagos, is the founder and CEO of ABY STORE, an online retail brand that offers household equipment, fashion items, sneakers, perfumes, and more.
Her entrepreneurial journey began in 2020 during the COVID-19 lockdown. She stated that it was a period that opened her eyes to the importance and opportunities of e-commerce in Nigeria.
Driven by a desire for financial independence and to make shopping easier and more convenient for people, Oreoluwa turned her passion for business into a thriving online brand that now serves hundreds of customers across Nigeria.
Entrepreneurship Journey
Oreoluwa told TheNiche that her journey into entrepreneurship was inspired by two major factors: the need for independence and a desire to simplify the shopping experience for others. “I wanted people to have easy access to the things they needed without the stress of moving around or going to the market, all at affordable prices,” she said.
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She started from the comfort of her home in 2020, where she began sourcing for quality products, promoting them online, and personally handling deliveries. Over time, consistency and trust helped her build a solid customer base, transforming ABY STORE from a small online hustle into a fast-growing brand.
Capital
Unlike many startups, Oreoluwa did not face significant financial hurdles at the beginning. “All I needed was data and determination,” she explained. She told TheNiche that she started by taking orders first and then going to the market to purchase items for customers, minimizing the need for large capital. “It was more about consistency and building trust than having a lot of money,” she said.
Breaking into the market
Breaking into the market was not easy for Oreoluwa. “Getting people’s attention and trust was a big challenge at first,” she recalled. Many customers wanted to see the products physically before paying, and others were impatient with delivery timelines. Through honesty, transparency, and consistent communication, she gradually gained the trust of her customers. Today, her loyal client base continues to expand through word-of-mouth referrals and online engagement.
Unforgettable experience
Oreoluwa recalled an unforgettable experience that tested her patience and resilience, to our Reporter. “A young student once ordered mini bags for her aunt, but the aunt rejected them because she preferred bigger ones. The girl’s mother begged for a refund even though her daughter had already agreed to the purchase. I was so frustrated that I cried that day,” she recounted. She also recounted difficult days when dispatch riders failed to meet delivery deadlines. “It has truly been a long, emotional journey,” she said.
Breakthrough
Oreoluwa’s breakthrough came when her customer group chat reached over 1,000 members. “The referrals kept increasing, and that was when I realized people truly trusted my brand. For customers to recommend me meant I was doing something right,” she said proudly.
Challenges of doing business in Nigeria
Running a business in Nigeria comes with its share of challenges, especially for young entrepreneurs. Oreoluwa told TheNiche that the rising costs of transportation and internet data were her biggest hurdles. “These price hikes affect logistics and online operations, making it difficult to maintain stable prices while keeping customers happy,” she noted.
Staying or Japa?
Unlike many young Nigerians who dream of relocating abroad, Oreoluwa is determined to stay and grow her business at home. “I’d like to stay back and build a name for myself here in Nigeria. My goal is to grow my brand locally and maybe later travel abroad, not to start over, but to rest and explore after building something meaningful,” she said confidently.
About Oreoluwa
Ajibero Oreoluwa Eniola is a 400-level student of Mass Communication at the University of Lagos, majoring in Public Relations and Advertising (PRAD). She is a multi-award-winning student recognized for her drive and leadership, earning such titles as Most Active Online Student, Brand of the Year, Sportswoman of the Year, and Most Social Female. She describes herself as a proud student entrepreneur and a passionate advocate for innovation, hard work, and digital empowerment among youths.
Winning a pitch
Pitch Your Biz was a business and financial literacy event organized by the Mass Communication Students’ Association (MCSA), University of Lagos, in partnership with LAPO Microfinance Bank. It gave students a chance to pitch their business ideas, learn from experts, and gain support to grow their businesses. Oreoluwa recalled that she first learned about Pitch Your Biz, an entrepreneurship competition through the MCSA group chat.
“The experience was a mix of emotions. At first, I was nervous, I kept thinking, what if I don’t convince them? But a friend encouraged me to see it as a platform to showcase my brand, not just about winning,” she stated.
Her sincerity and passion helped her stand out during the competition. “The judges could see the authenticity in me and the vision I had for my brand. I spoke from the heart, and that made the difference,” she said. Winning the competition strengthened her confidence and business structure. “It has helped my business in a great way. I can now pay for goods in advance and stock up gradually. This experience has made me unstoppable,” she added.
When asked for advice to aspiring entrepreneurs, Oreoluwa said: “Put God first in everything. Be honest and transparent. Always prioritize your customers’ satisfaction. It’s the heart of any successful business. It’s okay to feel tired sometimes, just take a break, then keep going. Don’t stop selling, don’t stop pushing every small step counts toward something big.”
