Wasoko

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.

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

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

• B2B e-commerce
• Informal retail distribution
• FMCG wholesale
• Embedded fintech credit
• Last-mile logistics

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices10 records

Markets served

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

1. 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.
2. 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.
3. Data & Insights Services: Market intelligence and business insights sold to manufacturers and retailers through data dashboards

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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.

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship, core and major.

• MaxABflagshipStrategic or Co-development Partner · 27 August 2024Landmark merger creating Africa's largest B2B e-commerce platform for informal retailers. Combined entity serves 450,000+ merchants across multiple African countries.
• Government of ZanzibarcoreStrategic or Co-development Partner · 30 August 2022Partnership 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)majorOthersFormer 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

Direct 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

• Xx.com/wasoko_official
• Facebookfacebook.com/wasokoglobal
• LinkedInlinkedin.com/company/84030090

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds12 records

Investors42 records

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

M&A1 record

Investments1 record

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

Frequently asked questions about Wasoko