In Africa’s rapidly evolving supply chain landscape, few leaders embody the intersection of innovation, resilience, and vision as strongly as Sehinde Afolayan, CEO and Co-Founder of Haul247. With a background rooted in agriculture and commodities trading, Sehinde has witnessed firsthand the systemic inefficiencies that hold back African businesses—from post-harvest losses to the high costs of fragmented logistics. Out of these challenges, he built Haul247, a technology-driven logistics and warehousing platform designed to transform the way goods move across the continent.
At the heart of his work is a mission to integrate smart technology into Africa’s supply chain, enabling real-time visibility, smarter asset utilisation, and seamless connections between shippers, transporters, and warehouses. Beyond tackling operational bottlenecks, Sehinde champions a model that balances growth with trust, scalability with reliability, and innovation with practicality—qualities that have earned Haul247 recognition as a catalyst for regional trade and economic growth.
In this interview with Carlos Kpodiefin, Managing Editor of LogisT Africa, Sehinde shares insights into the future of African logistics, the role of visibility in supply chain efficiency, and how Haul247 is positioning itself as a backbone for intra-African commerce under the AfCFTA. From the lessons learned in agriculture to scaling technology solutions for an entire continent, his perspective offers both a candid look at current challenges and an inspiring vision of what lies ahead.
1. What inspired you to start Haul247, and how did your earlier ventures in agriculture and commodities influence its creation?
I actually didn’t set out to work in logistics; my background is agriculture, which is what I studied for my undergraduate program. But once I began trading commodities, the cracks in the system became impossible to ignore. During this period, I witnessed firsthand how entire harvests would spoil due to inadequate storage or delayed pickups. A pivotal moment was when a single failed delivery of 100 metric tons of yellow sorghum rotted, costing a farmer his income and me, a client. This incident highlighted a deeper problem, that the primary barrier wasn’t production, but logistics. This realisation was the genesis of Haul247.
2. How would you describe the current state of logistics visibility in Nigeria, and why is it such a critical factor for supply chain efficiency?
Logistics visibility is simply the ability to track goods in real time – knowing where they are, their condition, and when they’ll arrive. It creates transparency across shippers, transporters, warehouses, and end users, reducing uncertainty and enabling smarter, data-driven decisions.
In Nigeria, limited visibility is a major barrier to efficiency. Logistics consumes 20–25% of GDP here, compared to 7–10% in Europe, largely due to opaque systems that allow inefficiencies to persist. By improving visibility, we can cut costs, reduce delays and waste, and build a transparent network that strengthens both competitiveness and growth.
3. What are the biggest barriers preventing businesses from achieving real-time visibility across their supply chain?
One of the biggest barriers to achieving real-time visibility across African supply chains is the reliance on paper-based systems. As of 2023, Africa’s average adoption of paperless trade measures was only 55.6%, well below the global average of 72%. This limits the digital exchange of critical shipment, customs, and release data, making it difficult to capture real-time insights essential for operational efficiency and decision-making. Fragmented platforms and a lack of interoperability further prevent seamless data sharing among suppliers, transporters, and warehouse providers, slowing the flow of information and creating blind spots across the supply chain.
Another key challenge is digital connectivity. Mobile internet penetration in Sub-Saharan Africa reached just 27% by 2024, leaving a usage gap of around 60%, while high costs of data and devices restrict access, particularly in rural areas, leaving out the smallholder farmers who are primarily in rural areas. To overcome these barriers, supply chain tools must be mobile-first, work offline, and integrate automatically once connected. Real-time visibility should not be a luxury. Real-time visibility must become a foundational feature of logistics in Africa, supported by standardised systems, open APIs, and tools designed around the realities of users on the ground.
4. How does Haul247’s tracking technology provide actionable insights rather than just raw location data?
We consider data to be the foundational infrastructure of logistics, rather than merely an operational by-product. We leverage technologies that predict, optimise, and orchestrate, embedding them into our system to achieve tangible efficiencies.
Our approach includes:
- Route Optimisation: Utilising geospatial and historical trip data to determine the most efficient routes.
- Predictive Analytics: Monitoring delivery performance, trip delays, and weather data, and analysing client order frequency to identify demand patterns and potential supply risks.
- Load-Matching Engine: Precisely matching cargo with the most suitable vehicle and available capacity, considering factors like load type, destination, weight, and urgency.
- Digital Order & Inventory Tracking: Implementing digitised waybills, proof of delivery, and streamlined payment timelines.
- Performance Dashboards: Providing clients with real-time access to key performance indicators (KPIs) such as truck turnaround time, delivery accuracy, warehousing dwell time, and cost-per-ton-kilometre, empowering them to make informed operational decisions.
5. Nigeria’s infrastructure—roads, ports, and storage—remains a well-known bottleneck. Can technology compensate for physical infrastructure gaps, or is there a limit to what digital solutions can do without parallel investment in physical assets?
Technology can significantly mitigate some of Nigeria’s infrastructure challenges, but it is not a panacea. For instance, delays at Nigerian ports average 10–14 days, compared to just 3–5 days in developed markets, while road conditions contribute to losses of up to 30% in perishable goods before they reach consumers. Digital tools such as route optimisation, real-time tracking, and predictive analytics can reduce these losses by enabling smarter scheduling, rerouting around bottlenecks, and improving fleet utilisation. Technology also enhances transparency across fragmented supply chains, giving businesses actionable insights to minimise delays and spoilage even when infrastructure is suboptimal.
However, there are limits to what digital solutions can achieve without parallel investment in physical assets. Poor roads, inadequate cold storage, and congested ports cannot be fully compensated for by software alone. For meaningful, sustained improvements, digital adoption must go hand-in-hand with investments in transport networks, storage facilities, and port modernisation. The combination of smart technology and strategic infrastructure upgrades is what truly drives efficiency, reduces post-harvest losses, and strengthens Nigeria’s competitiveness in global trade.
6. How does Haul247 ensure service reliability during peak congestion periods, such as port delays or seasonal surges?
Drawing on our extensive experience across various sectors, we’ve refined our solutions to tackle common bottlenecks. Our approach is three-pronged: Firstly, we empower clients with real-time tracking and predictive analytics for enhanced planning and quicker responses. Secondly, we offer flexible warehousing and just-in-time delivery models that perfectly sync supply with actual demand. Thirdly, our integrated tech stack provides a unified dashboard for comprehensive logistics management. Beyond this, we actively co-create solutions with our clients, developing bespoke dashboards, route plans, and service-level agreements to meet their unique requirements. This collaborative approach has cemented our position as a preferred logistics partner for leading brands across the continent.
7. What does “scaling” mean in the Nigerian logistics context, and how is it different from scaling in other African markets?
In the Nigerian logistics context, scaling is less about rapid expansion and more about solving systemic inefficiencies. With fragmented transport networks, poor road infrastructure, and post-harvest losses of up to 40% for perishables, scaling requires building resilient, adaptable operations that can navigate regional complexities while maintaining service quality. Success hinges on aligning technology with local realities, from route optimisation and cold chain management to real-time tracking and border compliance.
Unlike some other markets where infrastructure and regulatory frameworks may be more stable, scaling in Nigeria demands cultivating deep trust with stakeholders, drivers, clients, regulators, and partners, alongside a clear value proposition, whether speed, cost, reliability, or visibility. Here, technology is an enabler, but relationships, local knowledge, and operational flexibility are equally critical to sustainable growth.
8. How do you balance the need to grow your network quickly with maintaining quality and trust among clients?
Balancing rapid network growth with maintaining quality starts with being transparent about capacity and capabilities. At Haul247, we are uncompromising when it comes to service standards, ensuring that every client receives consistent, reliable logistics support. Growth isn’t just about adding more routes or partners; it’s about scaling responsibly, with systems in place to uphold operational excellence.
This sometimes means making tough decisions, such as turning down business or pausing partnerships when we cannot guarantee quality. Paradoxically, these decisions strengthen trust with clients, as they see that we prioritise reliability and integrity over short-term gains. In a market like Nigeria, where trust can be a differentiator, this approach has been crucial in building long-term, sustainable relationships.
9. How do you see the AfCFTA influencing your regional expansion strategy over the next 3–5 years?
The AfCFTA has fundamentally reshaped Africa’s trade landscape, creating a single market of 1.3 billion people with a combined GDP of $3.4 trillion. Over the past five years, it has driven the gradual reduction of tariffs, harmonisation of trade regulations, and simplification of customs procedures, key enablers for cross-border commerce. Recent figures show that intra-African trade reached $208 billion in 2024, a 7.7% increase from the previous year, highlighting steady progress in regional integration despite lingering logistical and regulatory bottlenecks. This trade momentum presents significant opportunities for businesses to scale operations, diversify markets, and unlock efficiencies across the continent.
At Haul247, we are aiming to be a key enabler of this trade potential by establishing a pan-African logistics network, facilitating the movement of goods across borders. We are actively developing corridor integrations in West Africa and plan to expand into other African nations and the Middle East. We are upgrading our platform to streamline cross-border trade through customs documentation support, regional warehousing, and compliance checks. By digitising trade flows, we empower SMEs and manufacturers to access new markets. Ultimately, we aspire to be the leading logistics provider for intra-African commerce, working closely with the AfCFTA movement.
10. Low asset utilisation is a common challenge—how exactly does your smart truck-to-warehouse matching model address this?
Low asset utilisation is a critical factor in logistics, particularly, the mid-mile. While we have fewer trucks in Africa in comparison to Europe, trucks in Africa typically complete fewer trips per month than their counterparts in Europe or Asia due to inconsistent demand patterns and route inefficiencies. Likewise, warehouses are often either underutilised or poorly located outside urban hubs where demand is concentrated.
Our smart match model is built to address these issues via an integrated model that combines freight and warehousing on one platform. We use demand forecasting and route optimisation tools to maximise asset utilisation and reduce waste. For instance, by pairing a warehouse in Kano with outbound deliveries to Oyo, we reduce empty returns and cut delivery lead times. This has allowed us to reduce logistics costs by over 30% for clients, while improving delivery reliability, a step forward for both business efficiency and broader economic growth.
11. Can you give a specific example of how integrated mid-mile solutions have improved efficiency for an FMCG or agricultural client?
Integrated mid-mile solutions transform operational efficiency by linking transport, warehousing, and distribution into a seamless workflow. For one FMCG client operating across Lagos, Ibadan, and Port Harcourt, this integration reduced empty truck returns by 30% and cut warehousing lead times by 40% within just three months of onboarding. By consolidating routes, optimising load management, and synchronising inventory across depots, we enabled them to move goods faster, reduce idle assets, and improve service reliability.
Similarly, a multinational beverage brand leveraged our mid-mile integration to connect port operations with its regional distribution network. This holistic approach delivered over 32% savings in logistics expenses, while improving delivery predictability and minimising stockouts.
12. How do you encourage small-scale truck owners and warehouse operators to adopt your technology, especially in an informal sector resistant to change?
Encouraging adoption among small-scale truck owners and warehouse operators begins with understanding the realities of the informal sector. In Nigeria, over 90% of logistics operations are informal, and many operators are wary of digital platforms due to limited tech literacy and concerns about costs. To address this, we prioritise mobile-first solutions that are intuitive, offline-capable, and low-cost, ensuring operators can integrate technology into their workflows without disruption. Demonstrating tangible benefits such as reducing empty miles, increasing asset utilisation by up to 25%, and improving payment transparency helps operators see the immediate value of adoption.
We also invest heavily in trust-building and capacity development. Through hands-on training sessions, local ambassadors, and incentive structures, operators experience firsthand how the technology can streamline operations and enhance earnings. By combining practical support with data-driven insights, we empower operators to make informed decisions, gradually shifting perceptions and fostering long-term adoption. Ultimately, adoption in informal logistics markets is less about pushing technology and more about creating a visible, measurable impact on operators’ bottom lines.
13. As Haul247 expands regionally, what technological capabilities will be most important to maintain competitiveness?
That will be an approach we are already ahead of the curve on, which is an asset-light model. Simply put, instead of owning a fleet of trucks, we aggregate capacity from third-party providers and owner-operators, matching demand and supply in real time. This approach enables us to scale rapidly, even in capacity-constrained environments.
Our smart scheduling and route optimisation allow trucks on our platform to complete up to 28% more monthly trips than the industry average. This not only enhances logistics efficiency but also boosts revenue for our transport partners. By unlocking idle capacity, our model offers a crucial advantage as the demand for goods movement continues to grow across the continent, proving scalable even in restricted markets.
14. What’s your vision for a fully integrated, pan-African logistics network, and how close are we to achieving it?
Our vision for a fully integrated pan-African logistics network is built on three pillars: infrastructure harmonisation, regulatory simplification, and logistics coordination. Over the last three years, we’ve grown consistently year on year in Nigeria by proving that our light asset model works by integrating haulage, warehousing, and technology to reduce inefficiencies and unlock value for shippers and asset owners. The next step is replicating this model across other African markets, with AfCFTA providing the framework to connect supply chains across borders more seamlessly.
Achieving a truly integrated network requires more than technology alone, so there is need for investment in transport corridors, digital customs systems, and single-window clearances will be critical to reduce the delays that currently hold back cross-border trade. Our role, alongside other private sector players, is to build trusted networks that align with these ambitions. By scaling what we’ve achieved locally and collaborating with governments and regional blocs, we are moving steadily towards a logistics backbone that truly supports intra-African commerce.
15. If you could change one policy or regulation tomorrow to improve logistics efficiency in Nigeria, what would it be?
If I could change one thing tomorrow, it would be to digitise Nigeria’s logistics systems end-to-end. Too much time is still lost to paper-based permits, manual clearance, and outdated approvals. Imagine replacing all that with electronic waybills, automated customs, and digital compliance checks, we’d cut clearance times from days to hours and unlock billions in efficiency gains.
But this only works if the standards are unified across Africa and aligned with AfCFTA. A truck carrying perishable goods from Lagos to Accra shouldn’t face five different sets of paperwork. One set of interoperable digital protocols would not only streamline trade but also position Nigeria as a true logistics hub for the region. That’s the kind of change that would transform the sector overnight.
16. When you think about the African logistics landscape in 2030, what role do you see Haul247 playing?
The future of logistics is predictive. Those who can use data to anticipate demand, optimise routes, and improve service delivery will lead the next wave of transformation in Africa. Haul247 will remain as a catalyst for leading innovation within the logistics space, not only in Nigeria but Africa and beyond.
We envision an ecosystem where we democratise access to markets, enable data‑backed policy & investment, reduce post-harvest losses, and build a resilient, responsive food system.
17. What keeps you most driven in tackling such a complex and fragmented industry?
What drives me is the transformational impact logistics has on Africa’s economic growth and social inclusion. Every inefficiency in our supply chain translates into higher costs for businesses, reduced competitiveness for African products, and fewer opportunities for small operators. At Haul247, I see logistics not just as moving goods, but as the backbone of trade, job creation, and regional integration.
The complexity and fragmentation of the industry fuel my determination because within that complexity lies an immense opportunity. Each challenge we solve, whether it’s reducing delivery times, giving smallholder truck and warehouse owners access to financing, or enabling manufacturers or farmers to move goods seamlessly across borders, creates measurable value for thousands of businesses and communities.
Ultimately, what keeps me most driven is knowing that Haul247 is building the infrastructure that empowers Africa to trade efficiently with itself and the world. Every milestone we achieve brings us closer to unlocking the continent’s full economic potential.
Interview conducted by Carlos Kpodiefin
