As trade dynamics shift and consumer demand evolves, Sweet Kiwi CEO, Ehime Eigbe highlights the lessons from 2025 and where African businesses can find growth and innovation in the year ahead.
For Nigerian businesses, 2025 was a year of adaptation. A stable currency, shifting consumer behavior, and evolving trade policies tested companies’ resilience and strategic thinking. Access to capital, efficient trade channels, and international markets became defining factors for success.
Ehime Eigbe, CEO and Founder of Sweet Kiwi, reflected on the challenges and opportunities of the past year. “International trade was the biggest factor in 2025. Policy changes in the US created volatility, but there were also opportunities for African businesses to expand,” she said. “We saw growth in Nigeria’s exports, but much of it was raw commodities. There’s still tremendous potential in processing and manufacturing to capture more of the final value.”
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Processed and innovative products are gaining traction overseas. “Brands like Real Fruit are now exporting to major retailers in the US, including TJ Maxx, and possibly Canada. Many natural ingredients we take for granted, hibiscus, cashews are in high demand globally.
The opportunity lies in turning these raw materials into finished, innovative products,” she explained. Aime also highlighted smaller, unexpected successes, noting how even products like akara chips have found enthusiastic markets abroad.
Fashion brands are benefiting from globalization and the power of social media. “Even brands that are not well-known in Nigeria can command premium prices internationally if they build a following online. The diaspora wants African-made products, and social media has effectively closed borders, allowing Nigerian fashion brands to sell directly to customers in the US,” Eigbe said.
She reflected on the US market in 2025, noting that unpredictable policies around immigration, tariffs, and finance created challenges for businesses. “Many companies struggled to raise funds or maintain operations. Predictability is critical—investors are cautious in uncertain environments.”
To navigate these challenges, Eigbe advocates for collective African engagement in trade. “We need united representation, similar to American Chambers abroad. An African Chamber could facilitate trade, advocate for reduced tariffs, and open pathways for unique African goods like cashews and hibiscus.”
Back home, Nigerian businesses are adjusting to new tax laws. “We’re focused on compliance and understanding how regulations affect our team and operations. The goal is fair taxation and accountability, ensuring businesses see the benefits of the taxes they pay,” she said.
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Looking to 2026, Eigbe sees opportunities across food, beauty, and fashion. “The key is innovation and reaching broader audiences, both internationally and within Africa. There’s significant potential in adding value to the agricultural chain. Trade missions last year in Germany showed us that international buyers are eager to engage with African products.”
Despite the hurdles, optimism remains strong. “We’re hopeful that 2026 will provide an environment where businesses can thrive sustainably,” she concluded.
