In today’s world of glowing screens, sponsored ads, and endless algorithms, the bond between ahia oma and community in business still stands. The Igbo capture this timeless wisdom in a single proverb:
“Ahia oma na-ere onwe ya.”
A good market sells itself.
This is more than a saying, it is a philosophy of life and trade. It reminds us that true prosperity is not in noise, but in reputation; not in isolation, but in community. This is what the igbo market system was and still is all about.
The Meaning of Ahia Oma
When our ancestors spoke of ahia oma, they were not only talking about a bustling market filled with goods. They meant a market rich with trust, fairness, and quality, one that attracted people naturally. Such a market did not need constant shouting. Its name spread like fragrance carried by the wind.
As the Igbo say:
“Ezi aha ka ego.”
A good name is worth more than money.
In commerce, as in life, reputation is the most enduring advertisement.
Community: The First Marketplace
In the old days, every Igbo trader knew that no one succeeds alone. A palm wine tapper did not need a billboard, his buyers automatically became his messengers. A woman who sold good peppers did not shout the loudest; her neighbors did the shouting for her.
The market square was not just a place of trade. It was a gathering of stories, laughter, disputes, reconciliations, and kinship. It was where you bought food and also renewed trust.
This can be captured in the igbo proverb which says:
“Onye aghala nwanne ya.”
Do not leave your brother behind.
For the market to thrive, the community had to thrive.
Digital Communities: Today’s Ahia Oma
Fast forward to today: the stalls may have moved, but the principle remains. WhatsApp groups, Instagram followers, Facebook marketplaces, these are our new village squares.
Instead of word-of-mouth over clay pots, we have online reviews and testimonials. Instead of the town crier announcing the market day, we have influencers whose voices carry far.
Yet the heart is the same. Whether offline or online, people buy from people they trust. The future of business still belongs to community.
Why Businesses Without Community Struggle
A trader in an old market who quarreled with everyone would soon find her stall empty. Likewise, a brand today that ignores community quickly fades.
Money may attract once, but it is relationships that keep buyers returning.
Without community, even the most stocked stall, or the most sponsored advert, remains silent.
The Timeless Lessons of Ahia Oma
What can every young entrepreneur learn from this proverb “Ahia oma na-ere onwe ya”:
- Trust attracts loyalty. Just as a good name drew customers in the old ahia, honesty keeps clients coming back today.
- Quality sustains reputation. A good product or service is its own marketer. Ihe ọma na-ere onwe ya.
- Relationships create resilience. When markets were tough, communities carried each other. Today, networks and collaborations still strengthen businesses.
- Community spirit is wealth. A trader is richest when others speak for him.
Living Examples Today
Look around and you’ll see young entrepreneurs embodying this spirit.
- Thrift sellers on Instagram thriving because loyal customers spread the word.
- Food brands growing on WhatsApp as communities rally around their taste and trust.
- The Igbo apprenticeship system (igba boi), still regarded globally as one of the most powerful community-driven business models, where the success of one fuels the rise of many.
Each of these shows that the proverb is not a relic, it is alive.
Conclusion
Ahia oma na-ere onwe ya. A good market sells itself, not through noise, but through trust; not through force, but through community.
The marketplace may have shifted from dusty squares to digital screens, but its soul is unchanged. The future of business will not be built by isolation or noise, but by connection, trust, and shared growth.
Because in the end, the market belongs to the people, and the people belong to each other.
And that is why, no matter how the world changes, the future of business still belongs to community.