Revolutionizing Nigerian Logistics: The Story of Travella’s Consumer-Powered Delivery Model

Identifying the Flaws in Nigeria’s Traditional Logistics Landscape

In 2016, Moses Ogunranti encountered firsthand the inefficiencies embedded in Nigeria’s logistics framework. After collaborating with GreenLab Microfactory-a social innovation hub-to create affordable robotic kits for children, he quickly realized that distributing these kits nationwide was prohibitively expensive. Despite the kits’ low production costs, domestic shipping fees severely eroded profit margins. Even sourcing components locally posed challenges; for instance, purchasing parts in Lagos for ₦1,500 (approximately $1.03) would cost an additional ₦4,500 ($3.08) just to transport them to his office.

The core issue was that no existing logistics providers were effectively addressing these problems. Established companies charged steep fees with slow delivery times, while informal transporters offered speed but lacked accountability. Startups that simply aggregated prices from popular logistics firms failed to offer a genuine solution. Ogunranti recognized that a fresh approach was necessary to disrupt the status quo.

Innovating with Peer-to-Peer Logistics: The Birth of Travella

By 2018, an innovative idea sparked in Ogunranti’s mind: what if everyday travelers could carry packages along their routes and earn income simultaneously? This concept laid the foundation for Travella, a pioneering consumer-driven logistics platform launched in January 2021 alongside co-founder Olufemi Christopher Agboola.

Travella empowers anyone commuting between cities-whether by public transport or private vehicle-to participate in parcel delivery. Travelers can carry up to five packages, each weighing less than 3 kilograms, and earn an average of ₦10,000 per trip. Senders declare the weight and value of their parcels upfront, ensuring transparency and ease of use.

Scaling Up: From Startup to Funded Venture

Within three months of operation and a user base of 100, Ogunranti sought to expand Travella’s reach. He appeared on Lion’s Den Nigeria, a prominent pan-African investment show inspired by Shark Tank. As a 23-year-old student at the Federal University of Technology, Akure (FUTA), Ogunranti successfully secured funding from three investors, validating the potential of his peer-to-peer logistics model.

However, a significant hurdle was trust-how could senders be confident that travelers would deliver packages reliably? Travella tackled this by treating travelers as independent contractors, subjecting them to background checks and a rating system similar to ride-hailing platforms. Each traveler is verified through their Bank Verification Number (BVN), providing essential identity and location data.

Additionally, Travella employs GPS tracking to monitor parcel journeys in real time and offers insurance coverage to protect customers against loss or damage. Yet, ensuring seamless communication between senders and travelers remained a challenge to overcome.

Building Momentum: Gaining Market Traction and Customer Loyalty

Following the Lion’s Den broadcast in early 2022, Travella’s visibility surged, fueled by social media buzz and word-of-mouth referrals. Small and medium-sized enterprises (SMEs) especially embraced the platform, attracted by its promise of affordable, rapid delivery-an elusive combination in Nigeria’s centralized logistics sector.

Ogunranti emphasizes, “We provide clients with cost-effective, 24-hour delivery services, which traditional logistics companies struggle to offer simultaneously.” Initially, Travella operated a negotiation-based pricing system, allowing customers to propose delivery fees. While innovative, this approach soon revealed practical limitations.

Refining the Model: Transitioning to Standardized Pricing

By late 2023, the bargaining system began to generate friction between senders and travelers, complicating transactions and frustrating users. Ogunranti reflects, “The constant haggling was stressful and inefficient, especially for small business owners who needed straightforward logistics solutions.”

In response, Travella adopted a fixed pricing structure in early 2024, charging a flat fee of ₦4,500 ($3.08) for parcels up to 3 kilograms. This change streamlined operations and improved user satisfaction, while allowing the company to generate sustainable revenue.

Expanding Reach and Enhancing Reliability: The Road Ahead

Having completed over 10,000 successful deliveries nationwide, Travella is steadily earning the trust of its growing customer base. Ogunranti guarantees delivery within 36 hours; if delays occur, a dedicated recovery team intervenes to expedite shipments and issue full refunds to senders.

To address last-mile delivery challenges, Travella has established offices at strategic transit hubs across key routes such as Ibadan-Lagos, Abuja-Lagos, and Ondo-Lagos. Travelers drop off packages upon arrival, and Travella coordinates final deliveries based on customer preferences.

Looking forward to 2026, Travella plans to introduce more flexible drop-off options and expand its national footprint. The company is also laying the groundwork for international logistics services, aiming to become the world’s leading decentralized delivery network.