Designing E-commerce Around African Shopping Behaviour. One mistake I see designers make is copying patterns from Temu and Jumia, which are built around warehouse-driven shopping. With Hook, I wanted to design around how we shop in African markets. Instead of starting with products, start with the local market near you, such as Balogun, Mandilas, and Tejuosho. The design isn't just about aesthetics. It's about design thinking, understanding the context first, then designing around how people actually shop.