Maad

B2B E-commerce Marketplacemaad.io

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

B2B marketplace
FMCG distribution
Informal retail platform
Logistics technology
Francophone Africa commerce

Where Maad is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Maad technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Maad partnerships and signals

Strategic signal

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Maad competitors and assessment

Company assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Maad leadership team

Management profile

Number of profiles

Maad funding detail

Funding detail

Funding 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 investment

M&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?

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.