Pricepally
- Company typePrivate
- Founded2019
- HeadquartersLagos, Nigeria
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Pricepally does
Pricepally (legal entity: Pricepally Nigeria Limited) is a Lagos-headquartered online grocery marketplace founded in November 2019 that connects consumers directly with farmers, wholesalers, and trusted brands, bypassing traditional middlemen to deliver fresh food and household essentials at lower prices. The platform operates across four Nigerian cities — Lagos, Port Harcourt, Abuja, and Ibadan — through a network of fulfilment centres offering same-day, next-day, and scheduled delivery. Its core technology comprises a website storefront, native iOS and Android mobile applications, and a WhatsApp chatbot for ordering, supported by an in-app wallet, a referral programme (₦1,000 per successful referral), gift cards, and a group-buying mechanism that aggregates demand to access bulk pricing.
The business model is primarily transactional: revenue is generated from first-party grocery sales, weight-tiered delivery fees (zero for orders up to 100 kg, scaling to ₦8,000 for orders of 451–500 kg), referral bonuses, and gift-card sales, with payments processed via Paystack under PCIDSS-compliant infrastructure. Customer segments are Nigerian families and households (primary), small businesses requiring bulk procurement (secondary), and charitable organisations served through the embedded Motherless Feeding Initiative checkout donation flow in partnership with the Trinity Omanigho Foundation. Go-to-market is product-led and self-serve, relying on social media presence, content marketing via the company blog, app-store distribution, and the referral programme for acquisition. The company is venture-backed — most recently by a $1.3 million seed round in November 2023 led by Samurai Incubate — and operates with 101–250 employees across registered offices in Lagos (Ikorodu Road, Maryland, and Gbagada).
Pricepally firmographics
Firmographics- Name
- Pricepally
- Legal name
- Pricepally Nigeria Limited
- Website
- https://pricepally.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Pricepally industry classification
Industry- Product category
- Online Grocery Delivery
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Food and Beverage Retailers (445)
- SIC
- Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- On-demand Grocery Delivery Platforms (CRAFAFAA)
- akta.pro secondary industries
- Online Grocery Retailers (Inventory-Holding) (AFAIAMAC), Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)
Keywords
Where Pricepally is headquartered
LocationHeadquarters
- HQ city
- Lagos
- HQ country
- Nigeria
- HQ region
- Africa
Offices3 records
Markets served
Pricepally business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Grocery Product Sales: Core revenue from selling fresh food, groceries, and household items directly to consumers through the platform. Transaction-based model where customers pay for products at checkout.
- Delivery Fees: Charges calculated based on location and weight of orders. Orders over 100kg incur extra delivery fees ranging from ₦1,000 to ₦8,000 depending on weight brackets.
- Referral Program: Customers earn ₦1,000 referral bonus when they refer friends or family who sign up with their referral code and make a purchase.
- Gift Cards/Vouchers: Sale of gift cards and vouchers for grocery shopping on the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Delivery |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Pricepally product offering
Product offeringCore offering
Pricepally operates a digital grocery delivery platform that connects consumers directly with farmers, wholesalers, and trusted brands to purchase fresh food and household essentials online. The platform enables group buying for bulk pricing, supports same-day and next-day delivery through fulfillment centres, and serves customers across Lagos, Port Harcourt, Abuja, and Ibadan via its website, mobile apps, and WhatsApp chatbot.
Product overview
Pricepally is a single unified online grocery marketplace operating as a web and mobile platform (iOS and Android apps). The core product is the Pricepally Online Grocery Platform, which connects consumers directly with farmers, wholesalers, and brands to facilitate group buying and bulk purchasing of fresh food at affordable prices. The platform is supported by add-on modules including Gift Cards, a Charity/Motherless Feeding Initiative for donating food to orphanages, a Referral Program that rewards users with N1,000 per referral, and a Pricepally Wallet for managing funds and payments. Product offerings are organized across food sub-categories including Fresh Produce, Tubers & Grains, Fruits, Protein, Food Bundles, Cooking Essentials, Organic Foods, Household, Baking & Dairy, and Packaged Foods. Deliveries are facilitated through a network of fulfillment centers offering same-day, next-day, or scheduled delivery across Lagos, Port Harcourt, Abuja, and Ibadan.
Differentiator
Problem solved
Functional benefit
Products and services
- Pricepally Online Grocery Platform An online grocery marketplace that connects consumers directly with farmers, wholesalers, and trusted brands, enabling bulk purchasing and group buying to offer affordable fresh food with same-day or next-day delivery.
- Pricepally Mobile Application (iOS) Native iOS mobile application enabling users to browse, order, and manage grocery deliveries from anywhere, available on the Apple App Store.
- Pricepally Mobile Application (Android) Native Android mobile application enabling users to browse, order, and manage grocery deliveries from anywhere, available on Google Play Store.
- Pricepally Gift Cards Digital gift cards available for purchase on the Pricepally platform, allowing users to send grocery credits to others for shopping on the platform.
Quantifiable outcome
- Same-day and next-day delivery for fresh groceries
- +1 more outcomes
Companies that use Pricepally
Customer profileSegments3 records
Ideal customer profiles3 records
Pricepally technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Pricepally partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Trinity Omanigho FoundationcoreCharity partnership with an orphanage focused on children with special needs. Pricepally donates food and provisions through its Motherless Feeding Initiative. Donations help pay for medical attention these children require.
- PaystackcoreLicensed third-party payment processor for securely processing customer payments. PCIDSS-compliant payment processing. Pricepally does not store or have access to full payment card details.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Pricepally competitors and assessment
Company assessmentRegional players
- Wasoko (formerly Twiga Foods): African B2B and B2C grocery distribution platform operating across Kenya, Uganda, Rwanda, and other markets. Comparable to Pricepally on tech-enabled sourcing-direct-to-customer grocery supply, though currently operates in different geographies.
- Yum Delivery: Nigerian e-commerce and grocery delivery platform serving Lagos and other cities. Overlaps with Pricepally on Nigerian fresh-grocery delivery and consumer-facing mobile ordering, though with different category emphasis.
Emerging players
- Chowdeck: Nigerian on-demand food and grocery delivery platform operating across Lagos, Ibadan, Abuja, and Port Harcourt. Comparable to Pricepally on multi-city Nigerian coverage, same-day delivery, and mobile-app-led ordering, though focused more on prepared food.
- Gokada: Nigerian delivery and logistics platform with last-mile capabilities used by merchants and consumers in Lagos. Comparable on the local delivery logistics layer that Pricepally depends on, though not primarily a grocery retailer.
- Max.ng: Nigerian mobility and delivery platform providing last-mile and intra-city delivery services. Comparable as a local-delivery infrastructure peer on which grocery platforms like Pricepally rely or compete for fulfillment capacity.
- Otunba (formerly Pricepally competitor Oja): Emerging African ethnic-grocery and fresh-produce delivery startup serving diaspora and urban customers. Comparable on online grocery ordering, multi-channel app experience, and focus on African food categories.
Direct peers
- Supermarket.ng: Nigerian online grocery retailer delivering fresh produce, packaged food, and household items. Comparable in target customer (urban Nigerian families), product mix, and direct-to-consumer delivery model.
- Konga: Nigeria-headquartered online retailer with a strong grocery and household essentials assortment and nationwide delivery. Overlaps directly with Pricepally on grocery categories, multi-city Nigerian fulfillment, and consumer delivery experience.
Broad incumbents
- FoodCo Nigeria: Established Nigerian grocery retailer with physical stores and an online ordering channel. Comparable to Pricepally on grocery assortment for Nigerian households, though anchored on a brick-and-mortar retail model rather than pure online.
- Jumia Nigeria: Pan-African e-commerce marketplace with a substantial grocery and food category in Nigeria. Directly comparable to Pricepally on online grocery, same/next-day delivery, and consumer target market, but operates at far greater scale and across multiple African geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Pricepally social profiles
Digital presencePricepally compliance and trust
Trust signalCompliance2 records
Pricepally financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pricepally leadership team
Management profileNumber of profiles
Profiles3 records
Pricepally funding detail
Funding detailFunding overview
Funding rounds10 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pricepally M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pricepally
What does Pricepally do?
Pricepally operates a digital grocery delivery platform that connects consumers directly with farmers, wholesalers, and trusted brands to purchase fresh food and household essentials online. The platform enables group buying for bulk pricing, supports same-day and next-day delivery through fulfillment centres, and serves customers across Lagos, Port Harcourt, Abuja, and Ibadan via its website, mobile apps, and WhatsApp chatbot.
Is Pricepally a public or private company?
Pricepally is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pricepally founded?
Pricepally was founded in 2019. It employs 101 to 250 people.
Where is Pricepally based?
Pricepally is headquartered in Lagos, Nigeria, in the Africa region.
How does Pricepally make money?
Four revenue lines are on record. Grocery Product Sales are the primary driver. The others are delivery Fees, referral Program and gift Cards/Vouchers.
Who are Pricepally's main competitors?
Regional players on record are Wasoko (formerly Twiga Foods) and Yum Delivery. Emerging players are Chowdeck, Gokada, Max.ng and Otunba (formerly Pricepally competitor Oja). Direct peers are Supermarket.ng and Konga. Broad incumbents are FoodCo Nigeria and Jumia Nigeria.
Does Pricepally have an API?
No public API is recorded for Pricepally.
What industry is Pricepally in?
Pricepally's product category is Online Grocery Delivery. Its primary akta.pro industry code is CRAFAFAA, On-demand Grocery Delivery Platforms, with a secondary code of AFAIAMAC, Online Grocery Retailers (Inventory-Holding). Its NAICS code is 44511 and its SIC code is 5141.