The $100 sandal that sparked a Ghanaian e-Commerce engine

Day 1: A geophysics student at the University of Ghana wants a pair of $100 Birkenstocks, but the price tag is out of reach, and affordable lecture clothes are nowhere to be found. Day 500: He teaches himself to code on YouTube, launches a website, and battles the classic chicken-and-egg marketplace dilemma. Day 1000: Cedisaver averages 6,000 monthly users, connects 37 informal vendors, and scales completely bootstrapped. In this edition of Day 1 to 1000, OPEYEMI KAREEM charts the journey of Moriah Adika—from a campus thrift struggle to building Ghana’s digital marketplace for budget-friendly fashion.
Moriah Adika’s journey to founding Cedisaver began with a pair of Birkenstocks. As a ...