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Africa’s e-commerce sector has experienced a surge in innovative business-to-business (B2B) platforms designed to improve supply chain efficiency and expand financial access for small retailers.
These platforms are strengthening local economies and building community resilience, with a significant impact in 2025.
The continent’s e-commerce landscape is experiencing a major shift, fueled by the swift spread of Internet access, a rise in smartphone usage and a young, tech-savvy population.
Connecting Africa has compiled a list of four e-commerce African startups that are impacting local communities.
1. Nigeria’s Supplya
Nigerian B2B e-commerce platform, Supplya connects small retailers directly to manufacturers via a mobile app, offering interest-free credit for bulk orders and same-day delivery.
The company helps retailers and drop shippers to source and sell consumer goods seamlessly, quickly and safely.
It provides a digital marketplace that connects its customers, offering inventory procurement, credit facilities and logistics support to streamline supply chains.
It has partnered with financial institutions and logistics providers to ensure efficient operations.
2. Namibia’s Jabu
Namibian established Jabu provides B2B e-commerce with same-day delivery, a merchant wallet (Jwallet), and data analytics for fast-moving consumer goods (FMCG) brands.
Established in 2021, the company serves merchants across Namibia, South Africa and Zambia, building ecosystems around local shops.
The company offers tech-enabled route-to-market solutions, inventory management, credit facilities, as well as its Jwallet for cashless transactions.
Jabu was founded to digitize Africa’s informal retail sector, streamline supply chains and expand financial access for unbanked businesses.
Africa’s e-commerce landscape is experiencing a major shift, fueled by growing Internet access, a rise in smartphone usage and a young, tech-savvy population. (Source: Image by Freepik)
3. Kenya’s Wasoko and Egypt’s MaxAB
Kenya’s Wasoko and Egypt’s MaxAB completed their merger in September 2024, concluding an eight-month process of integrating operations across Africa.
The new company (which is yet to rebrand) is led by Belal El-Megharbel, CEO of MaxAB, while Wasoko founder Daniel Yu remains an advisor and board director.
Together, the group now serves 450,000 merchants across Egypt, Morocco, Kenya, Tanzania and Rwanda, providing digital ordering and end-to-end supply chain solutions for everyday goods.
In 2025, the platform is setting new benchmarks for pan-African retail infrastructure by eliminating middlemen and expanding access.
It drives community impact through streamlined inventory management and fostering economic inclusion for small-scale traders.
4. South Africa’s Qwili
Qwili offers on-demand delivery and retail tech for Southern African merchants.
As a mobile-first platform, Qwili specializes in creating a digital sales ecosystem that empowers merchants to offer value-added services to consumers who often face barriers to access.
Originating in Cape Town, with deep roots in the rural Eastern Cape, the company’s digital sales ecosystem has expanded its footprint, now serving merchants across South Africa.
Qwili supports hyperlocal logistics and payments and helps small businesses achieve faster fulfilment, promoting community-level commerce and employment.