Summary
- Funding for African e-commerce startups dropped to $11.3 million in the first quarter of 2025, marking a 47.2% decrease from the same quarter in 2024.
- This funding decline is due to various reasons, including stricter conditions in private markets, increased investor wariness, and worries regarding competition and growth in the e-commerce industry.
- There were no seed funding rounds in Q1 2025, in contrast to the $3 million raised during the same period in 2024.
- Nevertheless, certain deals took place, such as a $6.8 million Pre-Series B round for Taager (Egypt) and $2 million in Pre-Series A funding for Kapu (Kenya).
Detailed Analysis
Africa’s e-commerce industry has matured from early digital storefronts into a dynamic force influencing retail, logistics, and financial services throughout the continent. Over the past ten years, innovative startups have been connecting traditional retail with modern consumer needs by incorporating logistics, fintech, and supply chain technologies.
These e-commerce innovators are not only satisfying the demands of Africa’s expanding digital consumer market but also reshaping online commerce and establishing scalable, sustainable digital business models.
According to Statista, investment in African e-commerce startups saw a marked decline in Q1 2025, falling by 47.2% year-over-year to $11.3 million. This downturn indicates a larger trend of cautious investors and stricter market conditions. However, the African e-commerce sector remains resilient. For instance, Nigeria, which is the most populous country in Africa and among its largest economies, is expected to reach $7.04 billion in e-commerce revenue by 2025, increasing to $9.51 billion by 2029.
In this article, we spotlight the Top 10 e-Commerce Startups in Africa for 2025, including information on their founders, country of origin, funding achievements, and their impact across the continent.
10. Cokodeal – Nigeria
Established by Mike Dola in 2012, Cokodeal functions as a Pan-African B2B marketplace that allows African traders to set up online stores and sell their products worldwide. It operates in Ghana, Tanzania, South Africa, and Kenya, facilitating the international export of African-made products.
9. Taeillo – Nigeria
Taeillo, founded by Jumoke Dada in 2018, has secured around $3 million in pre-seed and seed funding, including $2.5 million in 2022. This online furniture platform features Afro-inspired designs and AR-enhanced shopping experiences. Recently, it participated in Lagos Design Week and is expanding its presence in Kenya while promoting African craftsmanship globally.
8. Sweepsouth – South Africa
Founded in 2014 by Aisha Pandor and Alen Ribic, Sweepsouth received Series B funding in 2022, supported by Naspers Foundry and 500 Startups. Often called the “Uber for domestic cleaning,” this startup connects service providers with customers through its mobile app, currently employing over 6,500 active professionals and serving more than 250,000 clients.
7. Hubtel – Ghana
Hubtel, established by Alex Bram, Ernest Apenteng, and Leslie Gyimah in 200, has progressed from an SMS-based platform to a comprehensive digital financial service, licensed as a Payment Services Provider. In 2022, it earned recognition as Ghana’s fastest-growing company.
6. Cartona – Egypt
Founded in 2020, Cartona secured $20.1 million in Series A funding from 2022 to 2024. This B2B FMCG e-commerce marketplace is transforming traditional retail for suppliers and retailers, serving over 20,000 businesses and utilizing AI for efficient inventory management.
5. OmniRetail – Nigeria
OmniRetail supports over 200 manufacturers, 5,000 distributors, and 140,000 retailers. Founded by Deepankar Rustagi in 2019, it has evolved into a profitable brand and is branching out into Ghana and Ivory Coast, having received around $20 million in debt and equity financing.
4. Vendy – Nigeria
Launched in 2021 by Kayode Disu and Peter Ekunkoya, Vendy secured pre-seed funding in 2022 with support from Y Combinator, Ventures Platform, and Voltron. This startup allows merchants to handle orders and payments solely via WhatsApp, simplifying the e-commerce process for millions of small and medium-sized enterprises.
3. Supplya – Nigeria
Founded by Opeyemi Kehinde and Joy Adeniran in 2021, Supplya has gained funding through equity and inventory credit. This B2B supply chain platform provides interest-free credit and direct sourcing for small and medium-sized enterprises, aiming to serve 100,000 retailers and address significant credit and distribution challenges.
2. MaxAB & Wasoko – Egypt & Morocco
MaxAB was established in 2018 and merged with Wasoko in 2024, forming Africa’s largest B2B network that connects suppliers with over 450,000 informal retailers. With more than 150,000 stores in Egypt, this brand looks to expand across North and West Africa, currently generating $180 million in annual revenue.
1. Chari – Morocco
Founded in 2020 by Ismael Belkayat and Sophia Alj, Chari has achieved significant seed funding and secured additional undisclosed investments. This B2B FMCG marketplace promises 24-hour delivery to small retailers, coupled with micro-financing options. It currently serves over 15,000 active shopkeepers monthly and is expanding into Tunisia and Côte d’Ivoire with a 50% market penetration rate among urban retailers in Morocco.
