Maad
Maad is a Senegal-headquartered B2B e-commerce marketplace connecting approximately 6,500 informal retailers across Francophone Africa with 80 FMCG suppliers, offering integrated logistics, inventory management, a Dashboard product, and a planned BNPL service for retailers.
- Company typePrivate
- Founded2021
- HeadquartersDakar, Senegal
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Maad does
Maad is a Dakar-headquartered B2B e-commerce marketplace that connects informal retailers in Senegal and the wider Francophone African region with FMCG suppliers, providing integrated logistics and inventory management solutions. As of 2024, the platform serves approximately 6,500 retailers through a network of 80 suppliers, with a reported 20% monthly growth rate as of mid-2023. The company's core product is the Maad Platform, supplemented by a web-based Dashboard for operational management and a planned Buy Now, Pay Later (BNPL) service that will extend credit to informal retailers against platform transactions.
The platform operates on an AI- and logistics-enabled technology stack designed to optimize sourcing and last-mile distribution to a fragmented, traditionally underserved retail base. Maad monetizes primarily through transaction fees on marketplace activity and intends to layer recurring subscription-style revenue from the BNPL product. Distribution is direct via the proprietary platform, with the company handling logistics coordination and inventory management as part of its service offering.
Founded in 2021 (per company timeline) and operating from Senegal, Maad has raised approximately $4.3 million in cumulative funding across multiple rounds, including a $3.2 million seed round in May 2024 led by Ventures Platform with participation from Proparco, Alumni Ventures, Launch Africa, Oui Capital, Reflect Ventures, Seedstars, and Voltron Capital. Earlier capital includes a 2021 round, a 2023 pre-seed/grant tranche from Proparco via the Bridge Fund (with Digital Africa), and a 2023 round involving Reflect Ventures and Ventures Platform. The company is actively expanding beyond its Senegalese base into remote areas and other Francophone African markets.
Maad firmographics
Firmographics- Name
- Maad
- Legal name
- Maad
- Website
- https://maad.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maad is a Senegal-headquartered B2B e-commerce marketplace connecting approximately 6,500 informal retailers across Francophone Africa with 80 FMCG suppliers, offering integrated logistics, inventory management, a Dashboard product, and a planned BNPL service for retailers.
- Ownership category
- akta.pro rank
Maad industry classification
Industry- Product category
- B2B E-commerce Marketplace
- NAICS
- Wholesale Trade Agents and Brokers (4251)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Maad is headquartered
LocationHeadquarters
- HQ city
- Dakar
- HQ country
- Senegal
- HQ region
- Africa
Offices1 record
Markets served
Maad business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- B2B E-commerce Platform: Maad operates a B2B e-commerce marketplace enabling informal retailers to source FMCG directly from suppliers, charging platform fees for transactions facilitated through the platform.
- Buy Now, Pay Later (BNPL): Planned future revenue stream offering BNPL services to retailers, providing credit access against platform transactions.
Go-to-market motion2 records
Distribution channels1 record
Maad product offering
Product offeringCore offering
Maad operates a B2B e-commerce marketplace that connects informal retailers in Senegal and Francophone Africa directly with FMCG (Fast-Moving Consumer Goods) suppliers. The platform facilitates direct sourcing, integrated logistics coordination, and inventory management for small retailers, and is expanding with planned Buy Now, Pay Later (BNPL) financing services to support retailer cash flow.
Product overview
Maad operates as a B2B e-commerce platform for informal retailers in Senegal and the Francophone African region. The core Maad Platform connects informal retailers with FMCG suppliers, providing logistics and inventory management solutions. The platform serves 6,500 retailers with a network of 80 suppliers. Additional offerings include a Buy Now, Pay Later service and a Dashboard for brands and retailers to manage operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Maad Platform B2B e-commerce and distribution platform connecting informal retailers in Senegal and Francophone Africa with FMCG suppliers, providing logistics and inventory management solutions. Currently serves 6,500 retailers with a network of 80 suppliers.
- Buy Now, Pay Later Service Buy Now, Pay Later (BNPL) financing service enabling informal retailers to purchase inventory with deferred payment options, providing credit access against platform transactions. Planned as a future revenue stream.
- Maad Dashboard Web-based dashboard portal for brands and retailers to manage orders, inventory, and operations on the Maad platform.
Quantifiable outcome
- 20% monthly growth rate
- +2 more outcomes
Companies that use Maad
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Maad technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Maad partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights4 records
Maad competitors and assessment
Company assessmentDirect peers
- Wasoko: Pan-African B2B e-commerce platform delivering FMCG and other goods to informal retailers. Wasoko (formerly Sokowatch) is a direct competitor operating a marketplace-plus-logistics model in East Africa with ambitions across the continent, comparable to Maad's positioning in Francophone West Africa.
- Twiga Foods: Kenya-based B2B FMCG platform connecting small retailers to suppliers via a tech-enabled logistics and distribution network. Twiga pioneered the B2B FMCG marketplace model in Africa and competes for the same informal-retailer customer as Maad.
- TradeDepot: Nigeria-headquartered B2B platform serving informal retailers with FMCG distribution and embedded financing. Comparable to Maad in customer segment (informal retailers), product (B2B marketplace), and financing ambition (BNPL/credit).
Regional players
- MaxAB: B2B FMCG marketplace serving informal merchants across Egypt and MENA. Comparable business model to Maad but focused on a different region (MENA vs. Francophone West Africa).
- Chari: Morocco-based B2B platform connecting small traditional retailers to FMCG suppliers, with embedded fintech services. Same informal-retailer customer and B2B marketplace model, but operates in North Africa rather than West Africa.
Emerging players
- Sabi: Nigeria-based B2B platform for informal merchants, offering distribution, financing, and merchant tooling. Comparable customer (African informal retailers) with emerging-player funding scale relative to Maad.
- Alerzo: Nigeria-based B2B e-commerce platform distributing FMCG to informal retailers. Same vertical and customer, though has faced operational headwinds, illustrating execution risks in the space.
- mPharma: Africa-focused healthcare distribution and pharmacy supply platform serving small drugstores. Adjacent category (specialty FMCG distribution to informal merchants) with a similar marketplace-plus-financing playbook applicable to Maad's BNPL ambitions.
- GroAfrica: Pan-African B2B grocery distribution platform serving retailers and HORECA. Comparable in targeting small merchants for FMCG procurement, though with different geographic focus and customer mix.
Others
- Lipa Later: Pan-African BNPL provider for consumers and merchants. Relevant as a potential technology / capital partner or competitor to Maad's planned BNPL service for informal retailers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Maad social profiles
Digital presenceMaad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maad leadership team
Management profileNumber of profiles
Maad funding detail
Funding detailFunding overview
Funding rounds6 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maad 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 Maad
What does Maad do?
Maad operates a B2B e-commerce marketplace that connects informal retailers in Senegal and Francophone Africa directly with FMCG (Fast-Moving Consumer Goods) suppliers. The platform facilitates direct sourcing, integrated logistics coordination, and inventory management for small retailers, and is expanding with planned Buy Now, Pay Later (BNPL) financing services to support retailer cash flow.
Is Maad a public or private company?
Maad is a private company. It is classified as venture growth investor backed and is currently operating.
When was Maad founded?
Maad was founded in 2021. It employs 11 to 50 people.
Where is Maad based?
Maad is headquartered in Dakar, Senegal, in the Africa region.
How does Maad make money?
Two revenue lines are on record. B2B E-commerce Platform is the primary driver. The others are buy Now, Pay Later (BNPL).
Who are Maad's main competitors?
Direct peers on record are Wasoko, Twiga Foods and TradeDepot. Regional players are MaxAB and Chari. Emerging players are Sabi, Alerzo, mPharma and GroAfrica. Lipa Later is listed as an others.
Does Maad have an API?
No public API is recorded for Maad.
What industry is Maad in?
Maad's product category is B2B E-commerce Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 4251.