MarketForce

What MarketForce does

MarketForce is a Nairobi-headquartered B2B retail-technology company founded in 2018 that operates the RejaReja mobile platform, a digital distribution and payment services product designed to optimize last-mile distribution and sales efficiency for consumer brands selling into Africa's informal neighbourhood merchant networks. The company serves consumer brand clients across Kenya, Nigeria, and broader East Africa, using a direct enterprise field-sales go-to-market motion to onboard brands onto RejaReja for digital distribution, payment processing, and sales tracking. Its revenue model is structured as recurring platform services to consumer brands, though pricing is not publicly disclosed.

The company's underlying technology is a mobile-first platform tailored to the constraints of African retail distribution, integrating distribution logistics with payment services to address last-mile inefficiency, limited digital payment options for informal retail, and weak sales visibility for brands. In June 2021 MarketForce acquired Digiduka, a Kenyan ecommerce entity, to deepen its digital distribution capabilities within Kenya. The company's investor base includes Y Combinator, SOSV, V8 Capital Partners (lead of the $40M Series A in February 2022), Future Africa, TEN13, Reflect Ventures, Google for Startups, and Harambeans, with cumulative disclosed funding exceeding $60M across pre-seed, seed, pre-Series A, and Series A rounds between 2020 and 2023.

MarketForce positions itself as a "B2B SuperApp for Africa's neighbourhood merchants," targeting the fragmented downstream of consumer goods distribution where neighbourhood retailers and informal merchants form a large share of retail volume. The company employs 101-250 staff and is led operationally by COO Beniamino Bruno and VP of Engineering Nii Larb; co-founder Tesh Mbaabu is reported to have transitioned out to Cloud9. The business model combines SaaS-style platform fees with payment and distribution services, positioning the company at the intersection of B2B commerce, fintech rails, and African retail digitization.

Name

MarketForce

Website

https://marketforce.io

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

MarketForce is a Nairobi-based B2B retail-tech company operating the RejaReja mobile platform, which delivers digital distribution and payment services to consumer brands seeking last-mile distribution efficiency across Kenya, Nigeria, and East Africa's informal neighbourhood merchant networks.

Ownership category

akta.pro rank

Product category

Retail Technology / B2B Distribution Software

NAICS

Wholesale Trade Agents and Brokers (4251)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• B2B distribution platform
• Last-mile retail tech
• Digital payment services
• Informal retail distribution
• Consumer brand distribution

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales

Revenue model

1. Platform Services: MarketForce generates revenue by providing digital distribution and payment services to consumer brands through their RejaReja platform, enabling last-mile distribution optimization.

Go-to-market motion2 records

Distribution channels1 record

Core offering

MarketForce builds and operates the RejaReja mobile platform, a digital distribution and payment services solution for consumer brands seeking to optimize last-mile distribution and sales efficiency across African informal retail markets. The company sells access to this B2B platform to consumer brands, enabling them to reach neighbourhood merchants with digital ordering, distribution, and payment workflows across Kenya, Nigeria, and East Africa.

Product overview

MarketForce offers a unified retail-tech platform focused on improving last-mile distribution and sales efficiency for consumer brands in Africa. The company's primary offering is the RejaReja platform, which enables digital distribution and payment services. MarketForce previously acquired Digiduka to strengthen its Kenyan ecommerce presence. The company leverages mobile platforms to optimize last-mile distribution and serves consumer brands across Nigeria and East Africa.

Differentiator

Problem solved

Functional benefit

Brands

• RejaReja: Digital distribution and payment services platform for consumer brands across Africa.

Products and services

• RejaReja RejaReja is MarketForce's digital distribution and payment services platform that enables consumer brands to optimize last-mile distribution and sales efficiency when reaching neighbourhood merchants across Africa. It is targeted at consumer brands (manufacturers and FMCG companies) operating in Kenya, Nigeria, and East Africa.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• DigidukacoreStrategic or Co-development Partner · 16 June 2021MarketForce acquired Digiduka, a Kenyan ecommerce entity, to strengthen its position in the Kenyan retail-tech sector and enhance digital distribution capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wasoko (formerly Sokowatch): Wasoko is a B2B e-commerce platform delivering goods to informal retailers across East and West Africa, with a near-identical last-mile distribution and embedded-payments model. It is the most direct head-to-head competitor to MarketForce's RejaReja platform.
• Twiga Foods: Twiga Foods is a Kenya-headquartered B2B distribution platform connecting FMCG producers and farmers with thousands of small retailers in Nairobi and beyond. It overlaps directly with MarketForce on geography, customer (informal merchants), and value proposition (digital ordering + payments).
• MaxAB: MaxAB operates a B2B food and grocery distribution platform serving informal retailers across North Africa (Egypt, Morocco). It shares the same B2B marketplace + embedded payments + last-mile logistics model as MarketForce, with a regional rather than direct overlap.
• TradeDepot: TradeDepot is a Nigerian B2B platform connecting consumer goods manufacturers with retailers through digital ordering, inventory financing, and distribution. It is a direct competitor in MarketForce's Nigeria expansion territory with a closely matched product and customer base.
• Chari: Chari is a Morocco-based B2B e-commerce and fintech app for small traditional shops, offering ordering, credit, and delivery. While geographically distinct, it pursues the same informal-merchant digitisation thesis and operating model as MarketForce.
• Copia Global: Copia is a B2C distribution and e-commerce platform serving lower-income consumers and small retailers across East Africa. It overlaps with MarketForce on the merchant and last-mile distribution model in Kenya, though it leans more consumer-facing.
• Alerzo: Alerzo is a Nigerian B2B e-commerce platform supplying fast-moving consumer goods to informal retailers via embedded credit and logistics. It competes with MarketForce's Nigeria operations and shares the FMCG-to-neighbourhood-merchant distribution thesis.

Broad incumbents

• Jumia: Jumia is Africa's largest e-commerce platform, operating a pan-African marketplace with logistics, payments (JumiaPay), and on-demand services. It is a broad incumbent in the same consumer-B2B digital commerce space where MarketForce operates, though its core focus is B2C.
• Flutterwave: Flutterwave is a leading African payments infrastructure company providing APIs for businesses to make and receive payments across the continent. It is a broad incumbent in the embedded-payments and merchant-services space where MarketForce's RejaReja operates, though Flutterwave is a horizontal payments layer rather than a vertical distribution platform.
• M-KOPA: M-KOPA is a Kenya-headquartered fintech providing pay-as-you-go financing for smartphones, solar, and other essential goods via a large network of informal retail agents. It overlaps with MarketForce on the African informal-merchant financing and embedded-credit adjacency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/marketforcehq
• Facebookfacebook.com/marketforcehq
• LinkedInlinkedin.com/company/29346301

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds13 records

Investors27 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MarketForce