How Purpose-Driven Ecommerce Creates Growth: The Fruits Saje Story

At Claspo, we often explore how entrepreneurs create and grow ecommerce businesses. And right now, there’s a clear shift happening in the market: consumers are no longer satisfied with brands that simply sell products — they want businesses to take real action and make an experience. In fact, 74% of consumers believe brands should improve their personal health and well-being, and 73% expect companies to actively contribute to society and the planet — words alone are no longer enough.

Fruits Saje is one of the brands answering this call. Built on a mission to support African communities and deliver 100% natural products, they’ve created a niche store on Shopify that blends commerce with meaningful impact.

In this story, we’ll explore how Fruits Saje found its niche, overcame early challenges, and what lessons other ecommerce founders can take from their journey.

From an idea to a business: supporting African communities

The idea for Fruits Saje didn’t start with a product. It started with people.

In 2011, Émile Diop founded the company to promote Africa's agricultural resources and bring real support to local communities. Later, in 2024, Simon Ricaud and Jonathan Harand relaunched the business with the same core mission:

• create jobs for women in rural areas;
• provide better incomes;
• help families afford education for their children.

Today, Fruits Saje works closely with cooperatives across Africa. Over 2000 women are involved in producing the dried fruits, and thanks to this work, many of their children now have access to school. This mission isn’t just marketing — it’s the foundation of the business.

More than a product: earning trust at every step

Many entrepreneurs struggle with marketing or product development in the early stages. For Fruits Saje, the hardest part was different: structuring an ethical and reliable supply chain. Working across continents meant they had to ensure: clear agreements with suppliers, consistent product quality, fair wages for the women involved, and efficient logistics from Africa to France.
At the same time, they had to convince distributors and customers that their dried fruits weren’t just another snack on the shelf — but something different, rooted in quality and impact. Fruits Saje serves a very specific audience: customers who care both about what they eat and how it's made. These buyers pay attention not only to nutritional labels but also to how their purchases affect others. This is why Fruits Saje positions its products in the fruit and vegetable section, not the snack aisle. Their dried fruits contain no additives or preservatives. Everything is grown and processed with respect for nature and for the people involved.

The company operates under two brands:

• Ter’2Fruits — for general consumers.
• Ter’Diop — for professional buyers.

The founders make sure to stay close to their customers. In-store tastings and events allow them to meet buyers face to face, share their story and get direct feedback.

Connecting with customers: a multi-channel approach

Fruits Saje doesn’t rely on one single sales channel. Instead, they combine online and offline activities to reach their customers:

• In-store events: tastings and promotions introduce new customers to the products and mission.
• Online store: the Shopify website makes it easy for people to order directly.
• Social media: active accounts on Facebook and Instagram help maintain contact with their growing community.

For a growing brand, this mix helps build trust and strengthen relationships with buyers.

Speaking of the website, when it came time to set up an online store, the founders chose a platform that was reliable, flexible, and widely recommended. After reading numerous reviews and exploring their options, they chose Shopify.

While many businesses focus only on sales numbers, Fruits Saje tracks several indicators to make sure they’re moving in the right direction:

• Sales volume: more orders show that the market responds well.
• Social impact: the number of women supported and children educated remains central to their mission.
• Customer satisfaction: feedback from events and social media helps fine-tune both product and messaging.

Key takeaways for ecommerce founders

Fruits Saje’s story highlights a few simple but powerful lessons for anyone building a niche e-commerce business. It starts with having a real mission. Their focus on social impact — supporting women and funding education — gives the brand a purpose that resonates with customers and creates meaningful connections. 

Product quality plays an equally important role. By offering natural ingredients, free of additives, and carefully sourcing their dried fruits, Fruits Saje builds trust and long-term loyalty. 

Transparency is another key factor. The founders openly share how their products are made and who benefits from each purchase, helping customers feel confident in their choices. On top of that, the brand combines multiple sales channels, mixing online presence with in-person events and an active social media community to maintain close relationships with their audience.

Finally, Fruits Saje's experience reflects a broader market trend: more and more consumers are looking for ethical brands that care about both people and the planet. Their growth shows how a business built on clear values can turn commerce into something that creates both revenue and real impact.