Tendo
Tendo Technologies is a Ghana-based mobile social commerce platform enabling individuals in Ghana and Nigeria to start online reselling businesses with zero capital by reselling wholesale products via social media while Tendo handles fulfillment, delivery, and escrow payments.
- Company typePrivate
- Founded2021
- HeadquartersAccra, Ghana
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Tendo does
Tendo Technologies Limited is a Ghana-headquartered social commerce company founded in 2021 by Felix Manford (CEO), Evans Boateng, Derrick Mungai, and Primerose Katena. The company operates a mobile-first reseller platform that enables individuals in West Africa to start online businesses with zero capital and no inventory: users browse thousands of wholesale products, set their own markup, share listings on social channels such as WhatsApp, Facebook, and Instagram, and earn the spread between wholesale and resale price once Tendo handles order fulfillment, payment escrow, and last-mile delivery. The platform reports 50,000+ registered entrepreneurs, 10,000+ active resellers, and 42,000+ end customers reached across Ghana and Nigeria, with FMCG contributing over 30% of platform volume.
The technology stack centers on a consumer-grade mobile app (iOS and Android), a supplier web portal at tendo.app/supplier, and an integrated logistics and escrow layer. Suppliers list inventory at wholesale prices at no cost and gain distribution through Tendo's reseller network; resellers monetize their social networks without inventory or capital risk. Adjacent products layered on the core platform include a Tendo Plus subscription offering discounted fees and priority support, a Tendo Boost visibility product, Tendo Deals and Tendo Coupons promotional tools, and an Influencer Partner Program offering up to 30% commission on referred sales.
Tendo generates revenue primarily through a 1% transaction fee on text-message costs, supplemented by subscription fees from Tendo Plus and influencer/affiliate commissions. The company has scaled its distribution footprint through the March 2026 acquisition and rebrand of Shopa into Tendo Retail, adding a 3,000+ offline FMCG distributor network and a B2B supplier technology stack. Backers include Y Combinator, Morgan Stanley Inclusive Ventures Lab, Google, LoftyInc, Plug and Play Ventures, MEST, Catalyst Fund, and Renew Capital.
Tendo firmographics
Firmographics- Name
- Tendo
- Legal name
- Tendo Technologies Limited
- Website
- https://tendo.app
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tendo Technologies is a Ghana-based mobile social commerce platform enabling individuals in Ghana and Nigeria to start online reselling businesses with zero capital by reselling wholesale products via social media while Tendo handles fulfillment, delivery, and escrow payments.
- Ownership category
- akta.pro rank
Tendo industry classification
Industry- Product category
- Social Commerce Platform
- NAICS
- Grocery and Related Product Merchant Wholesalers (4244), Merchant Wholesalers, Durable Goods (423)
- SIC
- Wholesale-Durable Goods (5000)
- akta.pro primary industry
- Small / Portable Appliances Distribution (CRAOACAB)
Keywords
Where Tendo is headquartered
LocationHeadquarters
- HQ city
- Accra
- HQ country
- Ghana
- HQ region
- Africa
Offices2 records
Markets served
Tendo business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Transaction Fees: Tendo charges a 1% fee on text message costs per transaction. Resellers add their profit margin to wholesale prices and earn the difference when products are sold and delivered.
- Subscription Services (Tendo Plus): Tendo Plus subscription offering discounted fees, priority customer support, and access to exclusive promotions and deals for sellers.
- Influencer Commission: Influencer program where partners earn up to 30% commission on successful sales generated through their referral links.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Reseller Access |
| Subscription | Monthly | Tendo Plus Subscription |
| Other | Pay-as-you-go | Influencer Partner Program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Tendo product offering
Product offeringCore offering
Tendo operates a mobile-first social commerce platform that enables individuals to start an online reselling business with zero capital and no inventory. Resellers browse thousands of wholesale products via the Tendo mobile app, add their own markup, share listings with customers on WhatsApp, Facebook, and other social channels, and earn the margin on each sale while Tendo handles order collection, fulfillment, delivery, escrow-protected payments, and reseller payouts.
Product overview
Tendo is a social commerce platform enabling anyone in Africa to start and run an online reselling business with zero capital and no inventory. The core offering is the Tendo Mobile App (Android/iOS), which serves as the primary interface for its 50,000+ resellers to browse wholesale products, set personal markups, share listings via social channels (WhatsApp, Facebook, Instagram), place orders, and receive profit payouts. Suppliers access the market through the Tendo Supplier Portal, which lists their products at wholesale prices and leverages Tendo's reseller network for distribution at zero cost to the supplier. Tendo also operates Tendo Retail (a sub-brand formed from the March 2026 acquisition and rebrand of Shopa), focused on informal distributors and FMCG supply chain infrastructure. Additional monetization layers include the Tendo Influencer Partner Program (up to 30% commission on sales), Tendo Plus (subscription with discounted fees), Tendo Boost (product promotion), Tendo Deals (promotional discounts), Tendo Coupons (discount codes), and a Referral Program. The company is currently live in Ghana with Nigeria expansion underway, backed by Y Combinator, Google, Morgan Stanley Inclusive Ventures Lab, and others.
Differentiator
Problem solved
Functional benefit
Brands
- Tendo Retail: A division under Tendo Technologies focusing on providing informal distributors in Africa with advanced technology to scale their businesses. Formerly known as Shopa.
Products and services
- Tendo Mobile App (Android/iOS) Mobile application for Android and iOS that lets any individual start an online reselling business with zero capital; resellers browse thousands of wholesale products, add a personal markup, share listings via WhatsApp, Facebook and other social channels, place customer orders, and receive profit payouts through a Tendo mobile wallet within about three days of delivery.
- Tendo Supplier Portal Web-based portal at tendo.app/supplier enabling wholesalers, manufacturers, and FMCG distributors to list products at wholesale prices, access Tendo's network of more than 50,000 resellers, and view real-time analytics on sales and distribution performance at zero upfront cost.
- Tendo Retail Division under Tendo Technologies (rebranded from acquired company Shopa) that provides informal distributors in Africa with technology to scale their FMCG distribution businesses, connecting over 3,000 offline retailers with Tendo's online reseller network.
- Tendo Influencer Partner Program
Quantifiable outcome
- Resellers earn average of GHS 1,000 monthly in Ghana
- +4 more outcomes
Companies that use Tendo
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Tendo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Tendo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopacoreStrategic acquisition where Tendo acquired Shopa, a leading provider of comprehensive commerce solutions for informal retailers across Ghana. Shopa will be rebranded to Tendo Retail, focusing on providing informal distributors with advanced technology. Shopa's network of 3,000+ offline distributors will connect with Tendo's online retailers. The deal is structured as a combination of cash and stock.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Tendo competitors and assessment
Company assessmentDirect peers
- Meesho: India-based social commerce platform that enables individuals to start online businesses with zero inventory, sharing products via WhatsApp and social channels. Closest international analog to Tendo's reseller model, though operating at much greater scale in India.
- Glowroad: India-based reselling platform allowing individuals to sell products via social media without holding inventory. Direct peer to Tendo on the zero-capital social-reseller model, serving Indian micro-entrepreneurs.
- Wasoko: Kenya-based B2B e-commerce platform distributing FMCG and other goods to informal retailers across East Africa. Direct peer on the technology-enabled informal retail distribution thesis and now-acquired Shopa (Tendo Retail).
- TradeDepot: Nigeria-based B2B distribution platform connecting consumer goods manufacturers with informal retailers via technology-enabled supply chains. Direct peer on the West African informal-retail distribution model and a close regional comparable to Tendo Retail.
- MaxAB: Egypt-based B2B e-commerce platform supplying informal retailers with groceries and FMCG via a tech-enabled supply chain. Direct peer on the African informal-retail distribution model with overlapping investor profiles.
- Twiga Foods: Kenya-based B2B platform sourcing and distributing fresh and FMCG products to informal retailers and vendors. Direct peer on the technology-enabled African informal-retail distribution thesis.
- Chari: Morocco-based B2B e-commerce and fintech platform serving traditional retailers (épiceries) with FMCG supply and embedded credit. Direct peer on the North/West African informal-retail digitization thesis.
- DealCart: Pakistan-based social commerce platform that aggregates informal retailers onto a single storefront and uses WhatsApp for customer engagement. Direct peer on the social-channel-led informal-retail enablement model.
Broad incumbents
- Jumia: Pan-African e-commerce marketplace operating across multiple categories and countries. Broad incumbent covering overlapping consumer-goods categories, but Tendo's zero-capital reselling model targets an adjacent informal-retail segment rather than direct competition.
- Konga: Nigeria-based e-commerce marketplace with multi-category retail and B2B distribution arms. Broad incumbent with overlapping consumer-goods categories and a Nigerian footprint, though operating a more traditional retail model than Tendo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tendo social profiles
Digital presenceTendo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tendo leadership team
Management profileNumber of profiles
Profiles5 records
Tendo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tendo funding detail
Funding detailFunding overview
Funding rounds10 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tendo M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tendo
What does Tendo do?
Tendo operates a mobile-first social commerce platform that enables individuals to start an online reselling business with zero capital and no inventory. Resellers browse thousands of wholesale products via the Tendo mobile app, add their own markup, share listings with customers on WhatsApp, Facebook, and other social channels, and earn the margin on each sale while Tendo handles order collection, fulfillment, delivery, escrow-protected payments, and reseller payouts.
Is Tendo a public or private company?
Tendo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tendo founded?
Tendo was founded in 2021. It employs 11 to 50 people.
Where is Tendo based?
Tendo is headquartered in Accra, Ghana, in the Africa region.
How does Tendo make money?
Three revenue lines are on record. Transaction Fees are the primary driver. The others are subscription Services (Tendo Plus) and influencer Commission.
Who are Tendo's main competitors?
Direct peers on record are Meesho, Glowroad, Wasoko, TradeDepot, MaxAB, Twiga Foods, Chari and DealCart. Broad incumbents are Jumia and Konga.
Does Tendo have an API?
No public API is recorded for Tendo.
What industry is Tendo in?
Tendo's product category is Social Commerce Platform. Its primary akta.pro industry code is CRAOACAB, Small / Portable Appliances Distribution. Its NAICS code is 4244 and its SIC code is 5000.