Amanda Etuk is revolutionising last-mile delivery in Nigeria through technology, financial empowerment, and efficient logistics solutions. Although she never intended to become a logistics entrepreneur, with a Pharmacy degree from the University of Lagos and a Master’s in Global Supply Chain and Logistics Management from the University of Sussex, her career path would typically lead to pharmaceuticals or managing supply chains for multinational companies. However, fate had other plans.
On Valentine’s Day in 2018, she observed a gap that sparked an idea that would transform Nigeria’s logistics industry. That day, overwhelmed delivery riders struggled to meet demands as they were stuck in traffic, unreachable, and disorganised. Businesses lost revenue. Customers lost trust. And amid the chaos, Etuk saw an opportunity.
By the end of that week, she and her brother committed to solving Nigeria’s logistics challenges, which was the beginning of Messenger.ng. Today, the company streamlines deliveries, warehousing, and logistics solutions, thus redefining last-mile delivery across Nigeria.
Fixing Nigeria’s broken logistics system
Inefficiencies have long affected Nigeria’s logistics sector. Over 70% of roads are in disrepair, making deliveries costly and unreliable. In Lagos and Abuja, traffic congestion exacerbates transit times, while inadequate infrastructure and fragmented systems impede the movement of goods.
Messenger.ng is tackling this issue by providing comprehensive logistics solutions that allow businesses to efficiently store and manage their inventory through warehousing and order fulfillment. The company ensures reliable and traceable last-mile delivery services, utilising technology-driven logistics such as IoT-enabled tracking, cloud-based management, and real-time SMS and WhatsApp notifications.
Furthermore, Messenger.ng transcends the role of a traditional logistics provider by empowering logistics operators with financing options for motorcycles and tricycles. Their M-Flex feature also offers short-term financing solutions to help SMEs manage their cash flow.
Today, Messenger.ng employs over 300 riders and drivers, completing more than 1 million successful deliveries while supporting over 100 SMEs with dependable logistics.
Contributing to economic empowerment
The tech startup is also promoting economic empowerment. It ensures fair wages, job security, and professional training, which creates a sustainable and supportive work environment for riders. The company also provides asset financing, allowing motorcycle and tricycle operators to own vehicles and gain financial independence.
Amanda Etuk’s leadership has earned her industry-wide recognition, including being named one of Africa’s Business Heroes finalists in 2022. She is also driving entrepreneurship in Nigeria as the Program Director at Cascador, an accelerator program that helps the next generation of business leaders scale their ventures.
