Trust Is Evidence, Not a Row of Logos

Trust is essential in business-to-business trade, especially when the buyer and supplier have not worked together before. A professional website, attractive logo or platform listing may help start a conversation, but none of these proves that a business is genuine, authorised or capable of delivering.

Good due diligence is a set of proportionate checks that match the value and risk of the transaction.

1. Confirm the legal business identity

Ask for the registered legal name, registration number, country of registration and registered address. Check the details against the relevant company registry or official authority where available. Confirm that the person negotiating the deal is authorised to represent the company.

Be alert to small differences in company names, email domains, invoice details and bank-account beneficiaries. A legitimate trading name may differ from the registered entity, but the relationship should be explained in writing.

2. Verify the contact independently

Use a telephone number or email address obtained from an independent source, not only the contact details in a suspicious message. If bank details change, call a previously verified contact using a known number and confirm the change before paying.

Do not open unexpected attachments or follow payment instructions from an email thread that has suddenly changed tone or urgency. Business email compromise often relies on impersonation and pressure.

3. Check the product or service

For goods, request a detailed specification, current photographs, samples, test reports, batch information or inspection evidence as appropriate. Confirm the applicable product standard and whether the certificate covers the actual model, site or production process being offered.

For services, request evidence of relevant licences, insurance, staff qualifications, equipment and previous work. References should be contactable and should relate to comparable projects.

4. Assess capacity and delivery

Ask how much the supplier can deliver, where it can deliver, how long production takes and what could delay the order. For a large or critical order, consider a site visit or independent inspection. If the supplier relies on subcontractors, understand who remains contractually responsible.

Do not assume that a business can supply across an entire country or region because it lists several locations. Confirm the exact delivery area and support arrangements.

5. Put the transaction in writing

A purchase order or contract should identify the parties, specification, quantity, price, currency, tax treatment, delivery term, schedule, inspection and acceptance criteria, payment milestones, warranty, exclusions and dispute process.

For cross-border transactions, also identify the party responsible for export and import clearance, insurance, duties and final delivery. Consider using staged payments or other risk controls appropriate to the transaction. Obtain legal and financial advice for significant commitments.

6. Match the verification effort to the risk

A small sample order from a known supplier may need fewer checks than a large advance payment to a new overseas counterparty. Higher-risk transactions may justify additional identity checks, trade references, credit assessment, site inspection, product testing or independent professional advice.

A useful risk register can record each check, the evidence received, the person who reviewed it, the date and any unresolved concern. Do not collect more personal information than is necessary, and store sensitive documents securely.

7. Understand platform verification limits

A platform's verification process may confirm selected identity or document details. It does not automatically certify every product, guarantee delivery, establish solvency or guarantee a successful transaction. Buyers should read the platform's explanation of what each status means.

Made in Africa provides business and supplier discovery through its directory and product marketplace. Listings help buyers identify possible counterparties. They are not a substitute for independent checks, a written agreement or professional advice.

Warning signs that deserve attention

Pause and investigate if a supplier:

• Refuses reasonable identity or capability checks.
• Pressures you to pay immediately or outside agreed procedures.
• Offers an unusually low price without a credible explanation.
• Changes bank details unexpectedly.
• Avoids a written specification or clear delivery commitment.
• Uses inconsistent company names or contact details.
• Cannot explain the origin or compliance status of the product.

One warning sign does not prove fraud, but several unresolved warning signs should stop the transaction until they are addressed.

Trust in African B2B trade is built through accurate information, transparent processes and performance over time. Evidence is more valuable than a badge, and a careful first transaction can lay the foundation for a long-term relationship.