ShopEX
ShopEX (trading as ShopEX TV) is a Nigerian multi-channel teleshopping and D2C retailer founded in 2018, selling fitness, kitchen, and lifestyle products — including exclusive African distribution of NutriBullet, Copper Chef, Power XL, Dream by Genie, and MyFit Jeans — to Nigerian households via TV, e-commerce, and social channels.
- Company typePrivate
- Founded2018
- HeadquartersLagos, Nigeria
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What ShopEX does
ShopEX (legally Response Architects Limited, trading as ShopEX TV) is a Nigerian multi-channel teleshopping and direct-to-consumer retailer founded in 2018 by CEO Isi Abebe in Lagos. The company combines traditional television broadcasts on Channels TV, TVC, Ebony Life TV, and Silverbird TV with an e-commerce storefront (shopextv.com), Instagram, TikTok, and a sales agent network, supported by cash-on-delivery and bank-transfer payment options, free nationwide delivery within Nigeria, and a 30-day money-back guarantee. ShopEX is the largest purchaser of teleshopping airtime across its third-party TV partners and has stated ambitions to become the 'QVC of Africa,' with active operations in Nigeria and Ghana.
The product portfolio combines proprietary sub-brands (SportEX fitness equipment including the Ultimate Crunch Workout Machine and Digital Compact Treadmill; CookEX kitchen appliances including the Air Fryer Oven and 4-in-1 Blender) with exclusive African distribution rights for established 'As Seen On TV' brands — NutriBullet, Copper Chef, Power XL, Dream by Genie (Genie Bra), and MyFit Jeans. Product price points span roughly NGN 6,300 (~US$4) for fashion items to NGN 759,950 (~US$500) for the Soundboks Gen 1 portable speaker. Underlying the retail operation is a proprietary real-time omnichannel integration platform that monitors revenue, media spend, sales agent data, inventory, customer engagement, transactions, fulfillment, and logistics across TV, web, and social channels. The company is registered with the Nigerian Corporate Affairs Commission at ConSol House, Ilupeju Industrial Estate, Lagos, and operates a warehouse/pickup point at the same location.
Revenue is generated primarily through one-time retail product sales in Nigerian Naira, plus the company's role as the dominant buyer of teleshopping airtime that it monetizes by selling products directly to viewers. The customer base is broad and consumer-direct, targeting Nigerian households seeking fitness, kitchen, and lifestyle products. The company has raised approximately US$885,000 in disclosed total funding as of June 2022, including a US$400,000 pre-seed led by HAVAÍC, with participation from EchoVC and Expert Media Partners. Headcount is 11-50 employees. The leadership team is led by founder/CEO Isi Abebe, with Olajumoke Kujero (ex-Jumia CMO) as Country Manager and Ekene Achikeh as General Manager/Head of Logistics. No revenue, ARR, or GMV figures are publicly disclosed, and the company's own About Us page displays placeholder statistics rather than actual figures.
ShopEX firmographics
Firmographics- Name
- ShopEX
- Legal name
- Response Architects Limited
- Website
- https://shopextv.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ShopEX (trading as ShopEX TV) is a Nigerian multi-channel teleshopping and D2C retailer founded in 2018, selling fitness, kitchen, and lifestyle products — including exclusive African distribution of NutriBullet, Copper Chef, Power XL, Dream by Genie, and MyFit Jeans — to Nigerian households via TV, e-commerce, and social channels.
- Ownership category
- akta.pro rank
ShopEX industry classification
Industry- Product category
- Teleshopping & Multi-Channel Retail
- NAICS
- General Merchandise Retailers (455), Retail Trade (44-45)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- General Merchandise Online Retailers (CRAFADAA)
Keywords
Where ShopEX is headquartered
LocationHeadquarters
- HQ city
- Lagos
- HQ country
- Nigeria
- HQ region
- Africa
Offices2 records
Markets served
ShopEX business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Supply Chain, Operations, Infrastructure, Personnel, Technology or R&D
Revenue model
- Product Sales (Retail): ShopEX generates revenue through direct retail sales of 'As Seen On TV' products including fitness equipment, kitchen appliances, and lifestyle products. Products are sold through TV shopping, website e-commerce, and retail partners. The company offers free delivery within Nigeria and various payment options including cash on delivery and bank transfer.
- Teleshopping Airtime Sales: As the largest purchaser of teleshopping airtime across third-party TV partners, ShopEX markets and sells products through television shopping experiences. They monetize by purchasing airtime and selling products directly to viewers who call to order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Ultimate Crunch Workout Machine - NGN 324,950 |
| One time/ perpetual license | Pay-as-you-go | CookEX Airfryer Oven - from NGN 149,950 |
| One time/ perpetual license | Pay-as-you-go | Genie Bra - from NGN 6,300 |
| One time/ perpetual license | Pay-as-you-go | Happy Nappers - from NGN 49,950 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
ShopEX product offering
Product offeringCore offering
ShopEX operates a multi-channel retail platform that combines television shopping broadcasts (Channels TV, TVC, Ebony Life TV, Silverbird TV) with e-commerce and social media channels to sell "As Seen On TV" fitness, kitchen, and lifestyle products. The company is the exclusive African distributor for brands such as NutriBullet, Copper Chef, Power XL, Dream by Genie, and MyFit Jeans, and also sells its own CookEX and SportEX branded products to Nigerian consumers.
Product overview
ShopEX TV is a Nigerian multi-channel retail and teleshopping platform combining television broadcasting with digital e-commerce. The company operates as exclusive African distributor for As Seen On TV brands including NutriBullet, Copper Chef, Power XL, Dream by Genie, and MyFit Jeans, while also selling proprietary CookEX and SportEX branded products. Core product portfolio spans fitness (SportEX Ultimate Crunch Workout Machine), kitchen appliances (CookEX Air Fryer Oven, CookEX 4-in-1 Blender, Brava Coffee Maker), lifestyle apparel (MyFit Jeans, Genie Bra), and home goods (Happy Nappers, Soundboks speakers). The platform integrates television shopping with website, Instagram, and TikTok sales channels, supported by real-time technology for inventory, logistics, and customer engagement monitoring.
Differentiator
Problem solved
Functional benefit
Brands
- SportEX: Fitness equipment sub-brand, including the SportEX Ultimate Crunch workout machine.
- CookEX
- Dream by Genie
- MyFit Jeans
Products and services
- SportEX Ultimate Crunch Workout Machine A home fitness machine that uses biomechanical movement combining bodyweight resistance and gravity to engage core, arms, legs, and back for low-impact full-body workouts suitable for all fitness levels. Sold via ShopEX TV website, teleshopping broadcasts, and social media channels to Nigerian consumers.
- CookEX Air Fryer Oven A multi-functional 12L air fryer oven that functions as an oven, toaster, grill, dehydrator, and air fryer. Uses 80-90% less oil than traditional frying. Sells on ShopEX TV at NGN 149,950 (down from NGN 299,950).
- CookEX 4-in-1 Blender A multi-functional blender with four attachments (main blending jar, dry mill/grinder, chopper bowl, processor) and a 600-1000W motor with stainless steel blades, designed for tough Nigerian ingredients like beans, crayfish, and pepper.
- Brava Coffee Maker A coffee maker appliance available for purchase on ShopEX TV e-commerce platform.
- Power AirFryer XL A 5.0 liter air fryer with digital quick touch panel, 400°F, 1500 watt rapid hot technology, and fifteen air chambers. Functions as air fryer, grill, oven, stovetop, toaster oven, and steamer. Distributed exclusively by ShopEX.
- NutriBullet A nutrient extractor blender available in 600W and 900W models that breaks down fruits, vegetables, stems, skins, and seeds into nutritious smoothies. ShopEX is the sole authorized distributor in Nigeria and West Africa.
- Copper Chef Wonder Cooker A multi-function cookware system with 14-in-1 functionality. Includes deep roaster and shallow roaster that function as dutch oven, stock pan, casserole, deep fryer, slow cooker, steamer, grill pan, baking dish, and more.
- Dream by Genie (Genie Bra)
- MyFit Jeans One Size Fits All Denim jeans using Inteli-stretch denim technology that conforms to body shape, size, and height. Available in sizes 2-28, colors black, light blue, and dark blue. ShopEX is exclusive distributor in Nigeria.
- Happy Nappers A pillows/bedding product sold on ShopEX TV, available in white unicorn design at a price range of NGN 49,950-59,950.
- Soundboks Gen 1 A portable wireless speaker sold on ShopEX TV at a price of NGN 759,950.
- SportEX Digital Compact Treadmill A digital compact treadmill under ShopEX's SportEX fitness sub-brand, added to the product catalog in 2024.
- ShopEX TV Teleshopping Platform A multi-channel retail platform that combines television broadcasts (Channels TV, TVC, Ebony Life TV, Silverbird TV) with digital channels (Instagram, TikTok, website) for live shopping experiences. The proprietary technology monitors revenue, media spend, sales agent data, inventory, customer engagement, transactions, fulfillment, and logistics in real-time.
Companies that use ShopEX
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
ShopEX technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
ShopEX partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Channels TVcoreOne of ShopEX's largest TV partners for teleshopping broadcasts. ShopEX is the largest purchaser of teleshopping airtime across these networks.
- TVCcoreOne of ShopEX's largest TV partners for teleshopping broadcasts. ShopEX is the largest purchaser of teleshopping airtime across these networks.
- Ebony Life TVcoreOne of ShopEX's largest TV partners for teleshopping broadcasts. ShopEX is the largest purchaser of teleshopping airtime across these networks.
- Silverbird TVcoreOne of ShopEX's largest TV partners for teleshopping broadcasts. ShopEX is the largest purchaser of teleshopping airtime across these networks.
- MultichoiceminorStrategic partnership with Multichoice mentioned as part of ShopEX's plans to leverage social media and key partnerships to spearhead multi-channel shopping growth.
- JumiaminorPartnership discussions mentioned as part of ShopEX's retail and affiliate partnership conversations underway. Country Manager Olajumoke Kujero is ex-Jumia Chief Marketing Officer.
- AlibabaminorStrategic partnership discussions mentioned as ShopEX aims to leverage key partnerships for multi-channel shopping expansion.
- Nutri-BulletcoreShopEX is the sole authorized distributor of NutriBullet brand across Nigeria and West Africa. Products include 600-watt and 900-watt variants in white, grey, and gold colors.
- Copper ChefcoreShopEX is the exclusive distributor of Copper Chef products including the Wonder Cooker and Copper Chef Pan in Africa.
- Dream by GeniecoreShopEX is the exclusive distributor in Nigeria and Number 1 Best Seller in Africa for Dream by Genie products including the Genie Bra.
- MyFit JeanscoreShopEX is the exclusive distributor in Nigeria and Number 1 Best Seller in Africa for MyFit Jeans.
- Power XLcoreShopEX distributes Power XL products including the Power AirFryer XL, claiming it as the number 1 Best-Selling AirFryer brand.
- Last-mile Delivery PartnerscoreIntegrations with leading last-mile partners optimize the fulfillment process via a nationwide, 24-hour delivery service.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
ShopEX competitors and assessment
Company assessmentBroad incumbents
- HSN (Home Shopping Network): US televised and digital shopping retailer owned by QVC Group. Comparable in live TV shopping format, multi-category 'As Seen On TV'-style assortment, and direct-to-consumer fulfillment.
- QVC Group: US-based televised and digital home shopping giant that ShopEX explicitly models itself on as the 'QVC of Africa.' Closely comparable business model: TV-led live shopping, omnichannel retail, branded product distribution.
- Shop LC: US-based value-oriented televised and digital shopping network. Comparable in live TV shopping format, broad lifestyle/home assortment, and direct-to-consumer distribution.
Emerging players
- Copia Global: Kenya-based e-commerce and last-mile distribution platform serving underserved African consumers. Comparable on targeting mass-market African households with affordable consumer goods via distributed fulfillment.
- Naaptol: India-based online and televised home shopping platform selling 'As Seen On TV'-style products across categories. Comparable format, assortment, and emerging-market GTM motion.
- Mall for Africa: Cross-border African e-commerce platform enabling African consumers to purchase from international retailers. Comparable on serving African online shoppers with global consumer brands.
Regional players
- Tradedepot: Nigerian B2B distribution platform serving informal retailers with FMCG and home goods. Comparable on African distribution infrastructure and last-mile logistics, though B2B-anchored rather than direct-to-consumer.
Direct peers
- Jumia: Pan-African e-commerce marketplace operating across Nigeria and Ghana. Directly comparable on geography, customer base, and consumer electronics/home goods assortment; ShopEX's Country Manager is ex-Jumia CMO.
- Konga: Nigerian e-commerce platform offering general merchandise, electronics, and home goods online. Direct competitor for the same Nigerian online shopper seeking fitness, kitchen, and lifestyle products.
- HomeShop18: India-based televised and digital home shopping retailer. Closely comparable model combining TV shopping, e-commerce, and exclusive brand distribution in an emerging market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
ShopEX social profiles
Digital presenceShopEX financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShopEX leadership team
Management profileNumber of profiles
Profiles3 records
ShopEX funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShopEX M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShopEX
What does ShopEX do?
ShopEX operates a multi-channel retail platform that combines television shopping broadcasts (Channels TV, TVC, Ebony Life TV, Silverbird TV) with e-commerce and social media channels to sell "As Seen On TV" fitness, kitchen, and lifestyle products. The company is the exclusive African distributor for brands such as NutriBullet, Copper Chef, Power XL, Dream by Genie, and MyFit Jeans, and also sells its own CookEX and SportEX branded products to Nigerian consumers.
Is ShopEX a public or private company?
ShopEX is a private company. It is classified as venture growth investor backed and is currently operating.
When was ShopEX founded?
ShopEX was founded in 2018. It employs 11 to 50 people.
Where is ShopEX based?
ShopEX is headquartered in Lagos, Nigeria, in the Africa region.
How does ShopEX make money?
Two revenue lines are on record. Product Sales (Retail) is the primary driver. The others are teleshopping Airtime Sales.
Who are ShopEX's main competitors?
Broad incumbents on record are HSN (Home Shopping Network), QVC Group and Shop LC. Emerging players are Copia Global, Naaptol and Mall for Africa. Tradedepot is listed as a regional player. Direct peers are Jumia, Konga and HomeShop18.
Does ShopEX have an API?
No public API is recorded for ShopEX.
What industry is ShopEX in?
ShopEX's product category is Teleshopping & Multi-Channel Retail. Its primary akta.pro industry code is CRAFADAA, General Merchandise Online Retailers. Its NAICS code is 455 and its SIC code is 5399.