OmniRetail
OmniRetail is a Lagos-based B2B commerce platform digitizing informal FMCG supply chains across Nigeria, Ghana, and Côte d'Ivoire, connecting 160,000+ retailers, 150+ brands, and distributors through an integrated marketplace, embedded finance, and AI-powered SaaS tools.
- Company typePrivate
- Founded2019
- HeadquartersLagos, Nigeria
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What OmniRetail does
OmniRetail is a Lagos-headquartered B2B commerce platform that digitizes the informal FMCG trade value chain across West Africa. Founded in 2019 and operating in Nigeria, Ghana, and Côte d'Ivoire, the company connects three supply-chain tiers — manufacturers, distributors, and informal retailers — through four integrated products: OmniOne (manufacturer sales and distribution SaaS with AI-guided agent execution), OmniHub (distributor operations and franchise model), OmniBiz (retailer mobile marketplace offering 900+ SKUs with BNPL credit), and OmniPay (embedded payment infrastructure with zero-fee POS and virtual bank accounts). The platform serves more than 160,000 retailers and 150+ brands, processing N2.5 billion in daily transactions and facilitating N200 billion in loans annually, with full-stack visibility from factory to shelf enabled by predictive replenishment and shelf-execution computer vision.
The technology stack combines a real-time transaction ledger across all participants, AI-guided field-agent applications, and embedded credit infrastructure, distributed through mobile apps (iOS/Android), OmniHub franchise warehouses, and last-mile agent networks. OmniRetail generates revenue from four streams: marketplace commissions on OmniBiz transactions, transaction fees on OmniPay, interest on collateral-free BNPL credit extended to retailers and distributors, and SaaS subscriptions for manufacturers on OmniOne. Go-to-market blends self-serve retailer acquisition through app-store distribution with enterprise field sales for manufacturer onboarding.
In October 2024 OmniRetail acquired payment provider Traction Apps, and in April 2025 it closed a $20 million Series A led by Norfund, bringing total equity and debt raised to $38 million and explicitly funding West Africa expansion. The company is ranked #1 on the Financial Times' Africa Fastest Growing Companies 2025 list and has been recognized across multiple regional awards for B2B commerce and supply-chain digitization.
OmniRetail firmographics
Firmographics- Name
- OmniRetail
- Legal name
- OmniRetail Inc.
- Website
- https://omniretail.africa
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- OmniRetail is a Lagos-based B2B commerce platform digitizing informal FMCG supply chains across Nigeria, Ghana, and Côte d'Ivoire, connecting 160,000+ retailers, 150+ brands, and distributors through an integrated marketplace, embedded finance, and AI-powered SaaS tools.
- Ownership category
- akta.pro rank
OmniRetail industry classification
Industry- Product category
- B2B E-commerce and Embedded Trade Finance Platform
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199), Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG)
- akta.pro secondary industries
- Omnichannel Gateway Enablement (Online + In-store) (FSAMACAH), Merchant-of-Record (MoR) & Payment Facilitation (PayFac) Infrastructure (FSAGABAE)
Keywords
Where OmniRetail is headquartered
LocationHeadquarters
- HQ city
- Lagos
- HQ country
- Nigeria
- HQ region
- Africa
Offices1 record
Markets served
OmniRetail business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Marketplace Commission: OmniBiz platform charges commission on transactions between retailers and distributors/manufacturers. Retailers order 900+ SKUs and platform facilitates delivery.
- Payment Processing: OmniPay generates revenue through POS device transactions and payment processing. While transfers are zero-fee, POS card transactions and cashback programs create revenue.
- Working Capital/BNPL Interest: Collateral-free credit extended to retailers and distributors, generating interest income. Platform facilitates N200 billion in loans annually through embedded finance.
- SaaS/Software Subscriptions: OmniOne provides sales force automation and distribution management software to manufacturers with subscription or usage-based pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | OmniPay POS with zero transaction fees |
| Subscription | Annual | OmniOne for Manufacturers - Enterprise SaaS |
| Freemium | Pay-as-you-go | OmniBiz Retailer Platform - Free to use with BNPL credit |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
OmniRetail product offering
Product offeringCore offering
OmniRetail operates a network-of-networks B2B commerce and embedded-finance platform that digitizes West Africa's informal FMCG trade value chain. It connects manufacturers, distributors, and 160,000+ retailers through four software products (OmniOne, OmniHub, OmniBiz, OmniPay) that deliver real-time distribution visibility, collateral-free BNPL credit, AI-powered agent execution, and zero-fee POS payments.
Product overview
OmniRetail operates as a B2B commerce platform for Africa's informal FMCG trade value chain, comprising four integrated core products: OmniOne (manufacturer sales and distribution management with AI-powered agent execution), OmniHub (distributor operations and franchise network), OmniBiz (retailer marketplace with BNPL financing), and OmniPay (embedded payment and working capital infrastructure). The platform connects manufacturers, distributors, and retailers across Nigeria, Ghana, and Côte d'Ivoire, serving 160,000+ retailers with 900+ SKUs from 150+ brands, processing N2.5 billion+ in daily transactions. The ecosystem enables collateral-free credit throughout the trade chain, real-time visibility across distribution networks, and digitized procurement and fulfillment.
Differentiator
Problem solved
Functional benefit
Products and services
- OmniOne Sales and distribution management platform for FMCG manufacturers that digitizes the entire trade value chain with real-time transaction visibility, AI-guided sales agent execution, distributor credit enablement, and direct retailer engagement through loyalty programs and cashback rewards.
- OmniHub Distribution management platform for distributors and aspiring franchise operators, providing AI-powered tools for sales, inventory, and logistics management, access to leading manufacturers' inventory, collateral-free credit for retailers, and a franchise model with tech systems and order support.
- OmniBiz Mobile marketplace and BNPL platform for informal retailers enabling purchase of 900+ FMCG products with flexible credit options, doorstep delivery, manufacturer promos, and the ability to convert shops into OmniMart franchises.
- OmniPay Payment and working capital solution for trade businesses providing virtual bank accounts, zero transfer fees, POS devices with no transaction fees, Buy Now Pay Later (BNPL) for FMCG inventory financing, and 3% instant cashback on airtime and data purchases.
Quantifiable outcome
- N1.8 trillion annual transaction processing after Traction Apps acquisition
- +5 more outcomes
Companies that use OmniRetail
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
OmniRetail technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature7 records
OmniRetail partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Traction AppsflagshipAcquired Nigerian payment solutions provider Traction Apps to enhance financial services for SMEs in the FMCG sector. Integration strengthens OmniPay ecosystem, enabling processing of over N1.8 trillion annually and facilitating N200 billion in loans yearly. Full integration expected by end of Q1 2025.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
OmniRetail competitors and assessment
Company assessmentRegional players
- Chanzi: Chanzi is an East African B2B distribution and embedded-finance platform serving informal FMCG retailers — comparable in connecting manufacturers to informal retailers with credit, but primarily operating in Kenya and Tanzania rather than West Africa.
Direct peers
- MaxAB: MaxAB is a B2B platform connecting FMCG suppliers to traditional retailers across MENA, with embedded credit and last-mile distribution — comparable in serving informal FMCG retailers via marketplace + financing, though operating primarily in North Africa.
- Twiga Foods: Twiga Foods operates a B2B platform connecting FMCG producers to informal retailers in Kenya with embedded credit and logistics — comparable in business model (marketplace + financing + distribution) although focused on East Africa.
- MarketForce: MarketForce (formerly Reja) is an African B2B retail-distribution platform serving informal merchants with FMCG sourcing and embedded finance — directly comparable in product scope and target customer (informal retailers), with regional adjacency.
- Sabi: Sabi is a Nigerian B2B commerce platform providing inventory financing, distribution, and payments to informal merchants and retailers — a direct competitor in the same West-African informal-trade segment with overlapping BNPL and distribution offerings.
- Capiter: Capiter is an Egypt-based B2B e-commerce and embedded-finance platform serving small retailers with inventory credit and digital procurement — directly comparable in product mix and informal-retailer targeting, but focused on a different geography.
- Alerzo: Alerzo is a Nigerian B2B platform digitizing FMCG distribution to informal retailers via inventory financing and last-mile logistics, mirroring OmniRetail's OmniHub and OmniBiz model in the same Nigerian market.
- TradeDepot: TradeDepot is a Nigerian B2B e-commerce platform that connects FMCG manufacturers to informal retailers via embedded credit and distribution services — directly comparable to OmniRetail in target customers, product (OmniBiz-equivalent marketplace + BNPL), and geography.
- Wasoko: Wasoko (formerly Sokowatch) is a B2B e-commerce and embedded-finance platform serving informal FMCG retailers across East and West Africa; comparable in marketplace-plus-credit model and in expanding into West African markets where OmniRetail operates.
Broad incumbents
- Moniepoint: Moniepoint (formerly TeamApt) is a Nigerian fintech providing POS, payments, and business banking to SMBs and merchants — overlapping with OmniPay's POS and virtual-account offerings and frequently featured alongside OmniRetail in Nigeria's fastest-growing fintech/B2B lists.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
OmniRetail social profiles
Digital presenceOmniRetail financial estimates
Financial estimateRevenue estimate
Valuation estimate
OmniRetail leadership team
Management profileNumber of profiles
Profiles6 records
OmniRetail subsidiaries and ownership
Company hierarchySubsidiaries1 record
OmniRetail funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OmniRetail M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OmniRetail
What does OmniRetail do?
OmniRetail operates a network-of-networks B2B commerce and embedded-finance platform that digitizes West Africa's informal FMCG trade value chain. It connects manufacturers, distributors, and 160,000+ retailers through four software products (OmniOne, OmniHub, OmniBiz, OmniPay) that deliver real-time distribution visibility, collateral-free BNPL credit, AI-powered agent execution, and zero-fee POS payments.
Is OmniRetail a public or private company?
OmniRetail is a private company. It is classified as venture growth investor backed and is currently operating.
When was OmniRetail founded?
OmniRetail was founded in 2019. It employs 501 to 1,000 people.
Where is OmniRetail based?
OmniRetail is headquartered in Lagos, Nigeria, in the Africa region.
How does OmniRetail make money?
Four revenue lines are on record. Marketplace Commission is the primary driver. The others are payment Processing, working Capital/BNPL Interest and saaS/Software Subscriptions.
Who are OmniRetail's main competitors?
Chanzi is listed as a regional player. Direct peers are MaxAB, Twiga Foods, MarketForce, Sabi, Capiter, Alerzo, TradeDepot and Wasoko. Moniepoint is listed as a broad incumbent.
Does OmniRetail have an API?
No public API is recorded for OmniRetail.
What industry is OmniRetail in?
OmniRetail's product category is B2B E-commerce and Embedded Trade Finance Platform. Its primary akta.pro industry code is BPAMAFAG, Buy Now, Pay Later (BNPL) Platforms, with a secondary code of FSAMACAH, Omnichannel Gateway Enablement (Online + In-store). Its NAICS code is 522320 and its SIC code is 6199.