Wasoko
Wasoko is a mobile-first B2B e-commerce and fintech platform serving over 450,000 informal retailers (dukas, kiosks, mini-marts) across 8+ African countries, offering same-day FMCG delivery, WKash buy-now-pay-later credit, and data insights to FMCG manufacturers.
- Company typePrivate
- Founded2016
- HeadquartersNairobi, Kenya
- Headcount1,001–5,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What Wasoko does
Wasoko (formerly Sokowatch) is a mobile-first B2B e-commerce platform that connects informal African retailers — dukas, kiosks, spazas, and mini-marts — with fast-moving consumer goods (FMCG) suppliers, serving over 450,000 merchants across Kenya, Tanzania, Uganda, Rwanda, Zambia, Côte d'Ivoire, Senegal, and (post-merger) Egypt and North Africa. Retailers order via an Android app, toll-free phone, WhatsApp, or in-person field sales agent, and receive free same-day delivery for orders placed before noon. The core product surface comprises the Wasoko retail-ordering app with real-time tracking, integrated with WKash — a buy-now-pay-later credit facility providing 7-day working-capital terms with graduated fee reductions by purchase volume — plus route optimization software and smart data dashboards that surface market trends, business insights, and personalized promotions to retailers and manufacturers.
The platform monetizes through three primary streams: (1) margin on B2B product sales of FMCGs to informal retailers, (2) usage-based fees on WKash BNPL credit, and (3) subscription-based data and insights services sold to consumer goods manufacturers and wholesalers seeking access to informal retail demand signals. Distribution combines a self-serve mobile app with a field sales agent network for onboarding and relationship management, plus inside-sales customer support via country-specific toll-free numbers and WhatsApp. The technology stack is described as mobile-first with integrated logistics, fintech, and data analytics; proprietary features include the retail-ordering app, WKash, route optimization, smart data dashboards, and a digital warehouse tracking system.
Founded in 2013/2016 (firmographic data shows 2013, while company history references 2016) by Daniel Yu in Nairobi, Wasoko raised a $125M Series B in March 2022 led by Tiger Global and Avenir Growth Capital at a $625M post-money valuation, then rebranded from Sokowatch and expanded into West Africa. In August 2024 it completed a merger with Egypt's MaxAB to create Africa's largest B2B e-commerce platform for informal retailers, subsequently pivoting toward fintech and securing an Egyptian banking license. The company operates from 1,001-5,000 employees across offices in Nairobi, Dar es Salaam, Kampala, Kigali, India, and Singapore, with corporate entities spanning 12+ jurisdictions.
Wasoko firmographics
Firmographics- Name
- Wasoko
- Legal name
- Sokowatch
- Website
- https://wasoko.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Wasoko is a mobile-first B2B e-commerce and fintech platform serving over 450,000 informal retailers (dukas, kiosks, mini-marts) across 8+ African countries, offering same-day FMCG delivery, WKash buy-now-pay-later credit, and data insights to FMCG manufacturers.
- Ownership category
- akta.pro rank
Wasoko industry classification
Industry- Product category
- B2B E-commerce for Informal Retail
- NAICS
- Convenience Retailers (445131), Food and Beverage Retailers (445), General Merchandise Retailers (455)
- SIC
- Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141), Retail-Variety Stores (5331), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces (CRAFAHAO)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Wasoko is headquartered
LocationHeadquarters
- HQ city
- Nairobi
- HQ country
- Kenya
- HQ region
- Africa
Offices10 records
Markets served
Wasoko business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- B2B Product Sales: B2B e-commerce sales of fast-moving consumer goods (FMCGs) to informal retailers with margin built into product pricing. Orders placed via mobile app with same-day delivery.
- WKash Financing: Pay Later (BNPL) service providing working capital credit to retailers. Fees are charged based on purchase volume with graduated reductions for higher volume buyers. 7-day payment terms.
- Data & Insights Services: Market intelligence and business insights sold to manufacturers and retailers through data dashboards
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Retailer Pricing |
| Usage-based | Pay-as-you-go | WKash Pay Later Credit |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Wasoko product offering
Product offeringCore offering
Wasoko operates a mobile-first B2B e-commerce platform that connects informal African retailers (dukas, kiosks, spazas, mini-marts) with fast-moving consumer goods (FMCG) suppliers. Retailers order via a mobile app, toll-free call, or WhatsApp and receive free same-day delivery of products to their shops. The company also provides embedded working-capital credit through its WKash PayLater facility, allowing retailers to purchase inventory on 7-day terms with graduated fee reductions for higher purchase volumes.
Product overview
Wasoko is a B2B e-commerce platform that connects informal African retailers (dukas, kiosks, shops) with fast-moving consumer goods (FMCG) suppliers through its core Wasoko App. The platform offers a unified solution comprising the mobile app for ordering products and WKash (PayLater) for financing. Retailers can order via the app or SMS and receive free same-day delivery, while accessing credit facilities through the WKash module. The company previously operated under the brand Sokowatch and has since merged with MaxAB to form Africa's largest B2B e-commerce platform serving over 450,000 merchants.
Differentiator
Problem solved
Functional benefit
Brands
- WKash: Pay Later / Buy Now Pay Later financial service offering credit to informal retailers for purchasing goods
Products and services
- Wasoko App Mobile B2B e-commerce application enabling informal African retailers to register their shop, browse fast-moving consumer goods (FMCG), place orders via SMS or in-app, and track deliveries with free same-day delivery to their doorstep. Available on Google Play Store.
- WKash PayLater Buy Now Pay Later (BNPL) financing service providing informal retailers working-capital credit to order goods, pay a portion in cash, and settle the balance within 7 days. Includes graduated fee reductions as purchase volume increases. Available to active retailers after 3 months of continuous use.
Companies that use Wasoko
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Wasoko technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Wasoko partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship, core and major.
- MaxABflagshipLandmark merger creating Africa's largest B2B e-commerce platform for informal retailers. Combined entity serves 450,000+ merchants across multiple African countries.
- Government of ZanzibarcorePartnership to establish Silicon Zanzibar innovation hub focused on building world-class tech solutions in Africa. Demonstrates government collaboration for tech ecosystem development.
- Mo Elshenawy (Cruise CTO)majorFormer Cruise CTO appointed as independent board director and technical advisor to drive AI initiatives and technology infrastructure for MaxAB-Wasoko following merger.
Scale indicators9 records
Recent moves9 records
Expansion highlights6 records
Wasoko competitors and assessment
Company assessmentDirect peers
- TradeDepot: Nigeria-headquartered B2B e-commerce platform serving informal retailers with FMCG distribution and embedded fintech. Closest direct competitor to Wasoko in West Africa with a similar merchant-base, inventory-led, and same-day delivery model.
- Chari: Morocco-based B2B e-commerce and fintech platform serving small traditional retailers (épiceries). Operates the same B2B FMCG distribution + BNPL playbook that Wasoko pioneered in East Africa, with comparable target customer and product mix.
- Capiter: Egyptian B2B e-commerce and embedded finance platform targeting small retailers with inventory and working capital. Highly comparable in product, customer, and country overlap with the MaxAB side of the Wasoko-MaxAB merger.
- MarketForce: Kenya-based B2B platform serving informal retailers with FMCG distribution, payments, and credit. Direct regional competitor with the same merchant persona (dukas, kiosks) and overlapping B2B fintech monetization model.
- Twiga Foods: Kenyan B2B distribution platform historically serving informal retailers with produce and FMCG. While Twiga has pivoted toward a B2B sourcing model for manufacturers, it remains the most established direct competitor in East African informal-retail distribution.
- Udaan: India-headquartered B2B e-commerce platform connecting manufacturers, wholesalers, and small retailers with logistics and credit. Operates the same SMB-retailer-distribution-with-fintech playbook that Wasoko uses in Africa, providing a benchmark for unit economics and scale potential.
Emerging players
- Meesho: India-based social commerce platform focused on small retailers and resellers. While the front-end is B2C, Meesho serves a similar small-retailer persona, with fintech monetization (Meesho Pay) layered on top — a relevant emerging-market reference point.
- Tienda Pago: Mexico-based fintech offering short-term working capital to small retailers and wholesalers. Closely comparable to Wasoko's WKash BNPL product in target customer (informal SMB retailers) and credit mechanics (7-day inventory financing).
- ShopUp: Bangladesh-based B2B commerce and fintech platform for small retailers. Operates a comparable SMB-retailer-distribution-plus-credit model to Wasoko, making it a relevant emerging-market peer for benchmarking scale and unit economics.
Broad incumbents
- Faire: Global B2B wholesale marketplace connecting independent retailers with brands. Operates a similar B2B marketplace + data insights model to Wasoko, but in developed markets (NA, EU) and with a more specialized (boutique retail) focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wasoko social profiles
Digital presenceWasoko financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wasoko leadership team
Management profileNumber of profiles
Profiles11 records
Wasoko subsidiaries and ownership
Company hierarchySubsidiaries2 records
Wasoko funding detail
Funding detailFunding overview
Funding rounds12 records
Investors42 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wasoko M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wasoko
What does Wasoko do?
Wasoko operates a mobile-first B2B e-commerce platform that connects informal African retailers (dukas, kiosks, spazas, mini-marts) with fast-moving consumer goods (FMCG) suppliers. Retailers order via a mobile app, toll-free call, or WhatsApp and receive free same-day delivery of products to their shops. The company also provides embedded working-capital credit through its WKash PayLater facility, allowing retailers to purchase inventory on 7-day terms with graduated fee reductions for higher purchase volumes.
Is Wasoko a public or private company?
Wasoko is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wasoko founded?
Wasoko was founded in 2016. It employs 1,001 to 5,000 people.
Where is Wasoko based?
Wasoko is headquartered in Nairobi, Kenya, in the Africa region.
How does Wasoko make money?
Three revenue lines are on record. B2B Product Sales are the primary driver. The others are WKash Financing and data & Insights Services.
Who are Wasoko's main competitors?
Direct peers on record are TradeDepot, Chari, Capiter, MarketForce, Twiga Foods and Udaan. Emerging players are Meesho, Tienda Pago and ShopUp. Faire is listed as a broad incumbent.
Does Wasoko have an API?
No public API is recorded for Wasoko.
What industry is Wasoko in?
Wasoko's product category is B2B E-commerce for Informal Retail. Its primary akta.pro industry code is CRAFAHAO, Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 445131 and its SIC code is 5140.