Our Story
Welcome to Digital Merkato International (DMI)-DMI Store, where tradition meets modernity in an inspiring journey from Ethiopia to the digital marketplace.
Founded by Dr. Bersisa Berri, a British citizen of Ethiopian origin, our story begins in the rural heart of Ethiopia. Dr. Berri’s childhood was marked by early mornings walking barefoot through the dew to school and helping on the family farm. His frequent trips to Merkato, Africa's largest open-air market in Addis Ababa, left a lasting impression. Merkato is a bustling, chaotic marketplace where everything from farm produce to industrial goods is traded, often presenting the challenge of navigating through its complex and sometimes confusing environment.
Dr. Berri's fascination with Merkato's vibrant yet chaotic Market inspired him to envision a solution for the modern digital marketplace. With over 25 years of professional experience in business development, digital transformation, and strategy formulation, he set out to simplify the online shopping experience.
After earning his PhD in Business Administration in the UK, Dr. Berri founded Digital Merkato International (DMI) with the goal of bringing the essence of Merkato to the digital world. DMI platform aims to streamline the shopping experience, ensuring authenticity and ease of returns, reminiscent of a more trustworthy and efficient Digital Shopping.
At DMI Store, we honor the rich traditions of Merkato while embracing cutting-edge digital solutions.
Having many years of experience and a deep fascination with Merkato, Africa's largest chaotic market, Dr. Bersisa Berri founded Digital Merkato International (DMI) to challenge existing e-commerce practices and resolve the complexities of online shopping. Many shoppers today face uncertainty about product authenticity, value, and benefits when shopping online, not knowing which shops to trust.
The Covid-19 pandemic accelerated the shift to online shopping, with many preferring to buy items from the comfort of their homes, workplaces, or on the go. According to IBM’s U.S. Retail Index, the pandemic has sped up the shift from physical stores to digital shopping by roughly five years, with e-commerce trends and growth accelerating by ten years. In 2020 alone, over 150 million people shopped online for the first time.
Despite this growth, the non-physical nature of online shopping often leaves customers worried about product quality, delivery issues, and return hassles. Dr. Berri started DMI not just to sell products, but because he is passionate about creating a trustworthy, simple, worry-free, and safe online shopping experience. He aims to make every shopping experience personal and self-assured, addressing gaps often left by current online platforms, including e-commerce giants.
At DMI Store, we combine the rich traditions of Merkato with innovative digital solutions to provide an unparalleled shopping experience.
DMI store is Behind the Confident Smile!
Dr. Bersisa Berri has always pondered the standards and qualities of products bought online and the complexities of delivery and returns. Driven by curiosity, he questioned why clarity, truthfulness, trust, and confidence are often lacking in online shopping and sought ways to address these issues.
After extensive research and personal experience with online shopping challenges, Dr. Berri crafted Digital Merkato International (DMI), a distinctive online platform designed to instill confidence in online shopping.
At DMI, we are committed to revolutionizing the online shopping experience, ensuring every purchase is clear, truthful, and trustworthy.
Join us on our mission to create a better, safer, and more reliable digital marketplace.
Thank you for being part of our journey.