A poorly detailed product catalogue is a hidden cost for African SMEs. When a foreign buyer asks for specifications and receives vague answers, the resulting back-and-forth emails delay orders and erode trust.
For an SME, this friction slows down the sales cycle and creates unpredictable cash flow. A catalogue that lacks technical precision often leads to rejected shipments at the border due to compliance errors.
Technical specifications and standardization
International buyers require data that allows them to calculate landed costs and quality standards without guesswork. Local descriptions are rarely sufficient for global trade.
A Nigerian cashew processor, for example, cannot simply list “Premium Cashews.” The catalogue must specify the kernel grade, moisture content, and the weight per bag in both kilograms and pounds.
Include precise dimensions for packaging. Buyers need to know the size of the individual unit, the inner carton, and the master pallet to calculate shipping container utilization.
Regulatory data and commercial terms
Every export ready catalogue must include the Harmonized System (HS) Code for each product. This international nomenclature determines the tariffs the buyer will pay upon import.
Omitting HS codes forces the buyer to guess the classification, which can lead to overpayment of duties or customs seizures.
Clearly state your Incoterms. Do not simply provide a price. Specify if the price is EXW (Ex Works), FOB (Free on Board), or CIF (Cost, Insurance, and Freight).
Using imprecise terms like “shipping included” creates legal ambiguity and financial risk during disputes over who bears the cost of insurance or freight losses.
Visuals and common pitfalls
High-resolution imagery is a proxy for quality. Buyers cannot touch the product, so they rely on clear, well-lit photos from multiple angles.
Avoid using stock images that do not accurately represent the final product. This is a common mistake that leads to high return rates and damaged reputations.
Another frequent error is failing to list certifications. If your product meets ISO, NAFDAC, or organic certifications, these must be prominent.
These certifications act as a shortcut for trust and reduce the amount of due diligence a buyer must perform before placing a trial order.
Updating your catalogue to these standards improves resilience by making your business less dependent on a single local buyer and opening paths to diversified currency earnings.
SME owners should start by selecting their top three export-potential products and drafting a technical data sheet for each, including the HS code and FOB price.
