South Africa’s leading marketplace for second-hand clothing, Yaga, has announced plans to expand its operations into Kenya and Nigeria, as the demand for affordable, eco-friendly fashion continues to rise across Africa.
Founded in 2020, Yaga has quickly become a go-to platform for South Africans to buy and sell pre-loved fashion items. The platform boasts close to two million items sold, generating about 500 million rand (approximately $28 million) in revenue to date.
This rapid growth is largely attributed to a consumer base that increasingly values sustainability and cost savings in the fashion industry.
“Yaga remains committed to growth and innovation in the sustainable fashion space,” the company said on Thursday. “As part of its expansion strategy, Yaga plans to extend its reach to other African markets, including Kenya and Nigeria, with the goal of leading the sustainable fashion movement across the continent.”
The expansion comes at a time when the second-hand clothing market is flourishing across Africa, driven by economic factors and growing environmental awareness.
In Kenya, for instance, Euromonitor International reports that up to 80% of clothing and footwear sold is second-hand, with numerous open-air markets and roadside sellers.
Nigeria shows similar trends, with about 10% of consumers buying and selling used items at least once a week.
Yaga’s platform offers pre-owned items typically priced 50-80% lower than their brand-new equivalents, making it an attractive option for budget-conscious shoppers.
Additionally, the platform empowers sellers by providing a means to generate meaningful income without charging selling fees, ensuring they receive 100% of the item price in their Yaga Wallet once the order is complete.
Aune Aunapuu, founder and CEO of Yaga, emphasized the importance of the platform’s mission: “We are thrilled to see that our platform not only supports environmental sustainability but also provides real financial benefits to our sellers. By making sustainable fashion accessible and rewarding, we are enabling our community to make choices that are good for the planet and their wallets.”
Yaga’s success in South Africa is bolstered by strategic partnerships and investments. In 2022, the company secured $2.3 million in funding from investors including Startup Wise Guys, Ruby Light, Trind Ventures, Specialist VC, and Markus Villig, CEO of Bolt. This funding has fueled Yaga’s growth, allowing it to reach over 800,000 users and facilitate the sale of over 1.6 million items to date.
The company’s collaboration with local and international brands, such as retail giant TFG, further strengthens its growth prospects, offering shoppers rewards for participating in the circular fashion economy.
Yaga’s ongoing investments in AI technology and platform improvements are also enhancing the user experience, making buying and selling pre-loved fashion a seamless process.
With its upcoming expansion into Kenya and Nigeria, Yaga is set to lead the charge in promoting sustainable fashion across Africa, offering consumers a way to be eco-conscious while enjoying the financial benefits of buying and selling pre-loved clothing.
