Being recommended to a celebrity and getting praise on social media can be validating for a small business delivering essential services. Take the case of Famasi Africa, an online pharmacy. In April, Nigerian-Sierra Leonean musician and actor Di’Ja turned to them after searching and failing to find an antibacterial prescription medicine in eight physical stores in Lagos. Satisfied with Famasi’s service, she pledged to use them again in the future.“People saw her tweets and said they would try us,” Umar Faruq Akinwunmi, a Famasi co-founder who leads product and growth, told Quartz. Though still in beta with 250 regular users, the company has started on-boarding more from the 10,000 people on
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