Wasoko (formerly Sokowatch) is the East Africa informal retail B2B e-commerce leader. Merged in 2024 with MaxAB (Egypt) creating Wasoko-MaxAB, operating Kenya, Tanzania, Uganda, Rwanda, Egypt, Morocco. 50K+ retailers, 100M$+ raised.
TL;DR
- Wasoko: Africa informal retail B2B e-commerce.
- MaxAB 2024 merger: Wasoko-MaxAB.
- 50K+ retailers, Kenya/Tanzania/Egypt focus.
- Model: retailer apps wholesale orders.
The problem
"Mom-and-pop shops" (Kenya dukas, India kiranas, Philippines sari-sari) are the informal retail backbone. In Africa, 80% of consumer purchases go through these small shops. Problems:
- Inefficient sourcing (multiple wholesalers, transport)
- Frequent stockouts
- Variable prices without transparency
- Random supplier credit
- High intermediate wholesaler margins
Wasoko solution
App for informal retailers:
- Order FMCG products (Coca-Cola, Unilever, P&G, etc.)
- Free or low-cost 24h delivery
- Transparent prices
- Short-term credit (1-7 days)
- Loyalty program
Wasoko backend:
- Regional warehouse (Nairobi, Kampala, Dar, etc.)
- Own logistics (motorcycles, trucks)
- Routing optimization tech
- AI credit scoring
2026 stats
- 50K+ retailers active
- Revenue ~$100M+ annual
- GMV: ~$500M+
- Cumulative funding: 200M$+
- Investors: Tiger Global, Quona, Catalyst Fund, JAM Fund
Countries
Original Wasoko (before merger)
- Kenya (origin)
- Tanzania
- Uganda
- Rwanda
- Zambia (pilot)
Original MaxAB
- Egypt (Cairo, Alexandria)
- Morocco
2024 merger → Wasoko-MaxAB
- Combined 50K+ retailers
- Sourcing, tech, ops synergies
- 2026-2027 IPO listing target
Competitors
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Africa
- TradeDepot (Nigeria) — Naija equivalent
- Twiga Foods (Kenya) — fresh + produce focus
- OmniRetail (Nigeria) — B2B retail pivot
- Marketforce (Kenya) — closed 2024 after layoffs
- Kapu (Kenya) — pivoted to consumer group buying
Global
- Udaan (India) — source model
- Mowa (Brazil)
Tech stack
- Retailer app: Android-first
- Logistics routing: Google Maps + AI optimization
- Mobile money payments: M-Pesa, MTN MoMo, Wave
- Credit scoring: ML on order history + mobile money
- WMS: custom warehouse management
- ERP bridge: Cargill, Unilever, P&G integrations
Business model
Revenue streams
- Product margins (5-15%)
- Credit interest (short-term)
- Brand partnership fees (FMCG)
- Data insights (anonymized)
Unit economics
- Average order: $30-100
- Margin per order: $1-15
- Retailer CAC: $20-50
- LTV: $500-2000+ over years
- Profitability path: volume + multi-product
Challenges
- Fuel prices: impacts logistics costs
- Currency: Naira, Kenya Shilling devaluations
- Traditional cash-and-carry competition
- Retailer credit defaults: 5-15%
- Multi-country operations scale: complexity
FAQ
Q: Wasoko profitable?
A: Not yet globally profitable but positive unit economics. MaxAB merger seeks scale + 2025-2027 profitability.
Q: Inspired builders?
A: Africa-specific verticals (pharmacy, agri-input, building materials), uncovered geographies (Senegal, Cameroon, Morocco), B2B API platforms.
Conclusion
2026 Wasoko (with MaxAB): Africa informal retail B2B e-commerce leader. 50K+ retailers, $500M+ GMV. 2024 merger amplifies scale. Tech: app + logistics + credit + payments. For builders, niche verticals + uncovered geographies = opportunities. Africa informal retail market: 500B$+ global addressable.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
