Christopher O. Fallah is the CEO and Founder of Annita, Africa’s first unified digital platform, combining e-commerce, fintech, artificial intelligence, logistics, communication, marketing, and lifestyle services into one integrated ecosystem.
This platform is designed to address the diverse needs of businesses and consumers, creating a seamless experience that drives economic empowerment, improves access to services, and fosters job creation across the continent.
Christopher O. Fallah shared with Today Africa the story of Annita and how it all began.
Tell us more about yourself
My name is Christopher O. Fallah, and I’m from Liberia. I’m a public speaker, a mentor, advocate for SDGs and mental health, and also a social entrepreneur.
I love to say I’m diversified when it comes to a career path because, over the last couple of years, I’ve found myself involved in many different things.
Previously, I was in marketing and sales for a very long time before transitioning into becoming a business owner and running a company for the last few years.
I always like to look at myself as a simple individual, just driven by purpose from my Lord and Savior, Jesus Christ. Everything I do, I see myself as a very simple person.
There’s not much to say about Christopher—just a simple guy from Liberia trying to build something for Africa that can impact people’s lives across the continent.
Let’s talk about your inspiration behind what you do. So what really inspired you?
I’m a very purposeful person. Before I do something, I always like to look at things from the perspective of my surroundings, where I’m from, and also being led by God.
My inspiration for entrepreneurship comes from the fact that I’m a first-generation entrepreneur—nobody in my family has ever taken this path before.
I was also inspired by my society. Coming from one of the poorest countries in Africa, I noticed major problems in my country and across the continent.
I never wanted to be just any kind of entrepreneur—not one driven by money but by impact. I wanted to be a social entrepreneur because I believe in leaving a legacy that people can remember and use for generations.
In Liberia, many people don’t dream big in entrepreneurship. Some don’t even consider it because they’ve never seen someone in their peer group achieve such success.
My inspiration comes from giving people hope—showing them that you don’t have to go into politics to succeed. You can solve societal problems through entrepreneurship and still become successful.
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How did your family react to you becoming an entrepreneur?
It was a little interesting at first. Like any African family, they wanted results. Initially, they were resistant because they wanted me to take a different career path—my family wanted me to become a doctor.
But I always told myself, I don’t want to do something I’ll regret in the future. That mindset set me apart even before I became an entrepreneur.
Before starting Annita, I was already doing small-scale business—affiliate marketing, helping businesses find customers for a commission. That’s how the journey began.
At first, my family didn’t understand the vision. The first one to two years were a struggle. But when they saw the results—the awards, the impact—they started supporting me.
Now, my mom is one of my biggest supporters. She sees it as God’s purpose for me, and I even see younger family members following in my footsteps.
Tell us more about Annita
Annita started as Annita Online Store, a multi-vendor e-commerce platform targeting MSMEs in rural communities—people without access to global markets, marketing, or logistics.
After winning the Sarah Awards, we realized we could do more than just e-commerce. We transitioned into Annita, an ecosystem of 10+ services in one platform.
“Everything I do is driven by purpose from my Lord and Savior, Jesus Christ.”
We’re not just bundling apps—we’re building a tool for businesses and individuals. Our services include:
- E-commerce (our foundation for the past three years)
- Fintech (serving offline communities with basic phones)
- AI integration (for schools and businesses)
- Logistics (exploring drone deliveries for remote areas)
- Marketing & advertising
- Social networking for entrepreneurs
“I’m a first-generation entrepreneur. Nobody in my family had taken this path before.”
Our focus is on the 80%—the unbanked, offline, and rural populations. We ask: How is money moving among people who don’t use banks?
Many platforms target the 20% in urban areas, but we’re building for those overlooked. For example, a market woman selling pepper may avoid banks due to complexity—we simplify it for her.
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What challenges have you faced as an entrepreneur and how did you overcome them?
Funding – E-commerce can be self-funded, but fintech requires heavy capital due to regulatory hurdles (license fees, compliance).
Investor mindset – Many investors prioritize traction over impact.
Legal frameworks – Expanding across Africa means navigating different regulations in each country.
Infrastructure – Bad roads, poor internet, and logistics gaps in rural areas.
But as an entrepreneur, you must be prepared to solve problems, no matter how tough.
Have you raised funds before?
Initially, I funded everything 100%. Last year, we won $3,000 from Orange Social Venture Prize and raised about $6,000 in total.
This year, we’re opening doors to investors—but not just any investors. We want vision-aligned partners who care about Africa’s growth.
“A regular African child doesn’t dream of becoming a unicorn founder because they’ve never seen it happen around them. I want to change that.”
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What marketing strategies helped attract and retain customers?
Affiliate marketing – Working with young influencers who earn commissions.
Word of mouth – Positive reviews from users who’ve benefited.
Paid ads – Google, Facebook, Instagram (scaling up next month).
Next month, we’re launching Annita 2.0 with AI upgrades, so expect a major marketing push!
How were you able to onboard the people in the rural areas during the Annita Online Store phase?
Africa isn’t Silicon Valley—many aren’t digitally literate. We didn’t just launch the platform; we educated users:
Offered multiple communication channels (calls, texts).
Created vendor training programs (teaching marketing, branding).
Leveraged younger family members to help older ones adapt.
We meet people where they are.
“We target the 80%, not the 20%—the rural, the unbanked, the overlooked.”
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Aren’t you monopolizing Liberia’s market?
No. Other companies bundle services too (e.g., fintech + e-commerce). We’re just making it more affordable and accessible for MSMEs.
How will Annita fintech “bank the unbanked”?
Many fintech founders aren’t deeply rooted in Africa’s rural realities. We’ve been to villages, understanding how people trade offline.
It won’t be easy (language barriers, transport costs), but we’re committed to serving the 80%.
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What key lessons have you learned in your journey as an entrepreneur?
Never stop dreaming big – Africa breeds kings.
Start where you are – Don’t wait for perfect conditions.
It took me three years to gain recognition. Start now!
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