What Sarafu does

Sarafu is a mobile-first B2B e-commerce platform founded in 2013 and headquartered at Haile Selassie Road, Plot 208 in Dar es Salaam, Tanzania, with legal domicile in Mauritius. The company connects FMCG manufacturers and distributors with thousands of small retail shops — colloquially known as 'manji shops' in East Africa — enabling them to procure inventory, transact via digital payments, build business credit history, and access a free market intelligence dashboard. Group CEO and co-founder Firas Ahmad leads the 101–250 employee organization.

The platform's technology stack combines a smartphone application (Google Play and iOS) with integrated digital payment processing across eleven payment partners — five banks (CRDB, NMB, DTB, ACB, NBC) and six mobile money operators (M-Pesa, Tigo Pesa, T-Pesa, Airtel Money, Halopesa, AzamPesa) — and an Interactive Reporting Dashboard that surfaces SKU-level weekly sales performance, geographic sales distribution, lost-sales/stockout analytics, and customer segmentation. A digital-only payment architecture allows Sarafu to capture structured transaction data from procurement through last-mile delivery, distinguishing it from cash-based agent competitors. The platform operates through nine authorized distribution partners (Asas, GSM, Madison, Kilombero, Metl, Neelkanth, Murzah, Wadsworth, Wilmar) covering Tanzania's busiest cities.

Sarafu monetizes via transaction fees and marketplace commissions on inventory purchases routed through the platform; the market intelligence dashboard is provided at no charge to manufacturers and retailers as an acquisition and retention lever. Its go-to-market blends a product-led growth motion (direct mobile app downloads by retailers) with a channel-partner motion through authorized distributors. Primary operations remain in Tanzania, with the source material signaling cross-border activity in Kenya, Uganda, Rwanda, and Mauritius. Reported regulatory posture is a Mauritius-jurisdiction data-controller registration with no disclosed funding rounds, acquisitions, or institutional ownership events.

Name

Sarafu

Legal name

Sarafu

Website

https://sarafu.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Sarafu is a mobile-first B2B e-commerce platform that connects Tanzanian FMCG manufacturers and distributors with thousands of small retail shops, enabling digital inventory procurement, integrated mobile-money and bank payments, credit-building, and free SKU-level market-intelligence analytics.

Ownership category

akta.pro rank

Product category

B2B E-commerce Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)

SIC

Services-Management Services (8741)

akta.pro primary industry

Buy Now, Pay Later (BNPL) (CRAFALAD)

akta.pro secondary industry

BNPL Platform Infrastructure (APIs, Orchestration, Merchant Tools) (FSAKACAE)

Keywords

• B2B e-commerce platform
• Retail inventory procurement
• Mobile payment integration
• Market intelligence analytics
• Supply chain digitization

Headquarters

HQ city

Dar Es Salaam

HQ country

Tanzania

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. E-commerce Transaction Fees: Sarafu generates revenue through facilitating inventory purchases between manufacturers/distributors and retail shops. The platform serves as an intermediary for transactions, likely earning fees or margins on each sale processed through the platform.
2. Marketplace Commission: As a digital real-time e-commerce platform, Sarafu connects manufacturers and retailers, earning revenue through transaction facilitation and potentially subscription/access fees for market intelligence services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sarafu is a mobile-first digital real-time e-commerce platform that enables retail shops (manji shops) in Tanzania to procure inventory, place orders, and make digital payments through a smartphone application. The platform also connects manufacturers and distributors with retail shops, while offering a free Interactive Reporting Dashboard that provides confidential market intelligence such as sales performance, geographic distribution, SKU tracking, and customer segmentation to suppliers.

Product overview

Sarafu is a single-platform mobile-first e-Commerce ecosystem consisting of the Sarafu Platform (core product) and the Interactive Reporting Dashboard (market intelligence submodule). The core platform handles inventory procurement, ordering, and payments through integrated mobile money and banking partners, while the reporting dashboard provides confidential sales analytics, geographic insights, and customer segmentation specifically for manufacturers and retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Sarafu Platform A mobile-first digital real-time e-commerce platform enabling retail shops in Tanzania to procure inventories, track products, manage inventories, build credit, access business and consumer services, and make instant digital payments through integrated mobile money and bank partners.
• Interactive Reporting Dashboard An exclusive and free interactive reporting tool providing market intelligence for manufacturers and retailers, including last week sales performance, weekly sales variation by SKU, geographic sales distribution, lost sales/stockouts analysis, and customer segmentation. Reports remain confidential to individual manufacturers and suppliers.

Quantifiable outcome

• Unknown percentage of shops in Dar es Salaam covered
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

20 partnerships are on record, tiered core.

• CRDB BankcoreTechnology or IntegrationCRDB is one of Sarafu's payment partners, enabling customers to make instant payments for inventory purchases through the platform using their preferred banking method.
• NMB BankcoreTechnology or IntegrationNMB Bank serves as a payment partner for Sarafu, facilitating instant digital payments for inventory transactions on the platform.
• DTB (Diamond Trust Bank)coreTechnology or IntegrationDTB enables Sarafu users to make instant payments for inventory purchases through their banking platform.
• M-PesacoreTechnology or IntegrationM-Pesa is a key mobile money payment partner for Sarafu, allowing customers to pay for inventories using their M-Pesa wallets instantly.
• Airtel MoneycoreTechnology or IntegrationAirtel Money integration enables Sarafu customers to use Airtel mobile money for instant inventory payments on the platform.
• Tigo PesacoreTechnology or IntegrationTigo Pesa mobile money service is integrated with Sarafu for instant inventory payment processing.
• T-PesacoreTechnology or IntegrationT-Pesa mobile money partner enabling Sarafu users to make instant payments for inventory purchases.
• AsascoreChannel Partner/ Reseller/ DistributorAsas is one of Sarafu's authorized distribution partners, helping expand the platform's reach to retail shops across Tanzania.
• GSMcoreChannel Partner/ Reseller/ DistributorGSM serves as an authorized distribution partner for Sarafu, contributing to market expansion in Tanzania.
• MadisoncoreChannel Partner/ Reseller/ DistributorMadison is an authorized distribution partner helping Sarafu reach retail shops across busy cities in Tanzania.
• KilomberocoreChannel Partner/ Reseller/ DistributorKilombero distribution partner enables Sarafu to expand its retail network in Tanzania.
• MetlcoreChannel Partner/ Reseller/ DistributorMetl is an authorized Sarafu distribution partner contributing to the platform's market presence in Tanzania.
• NeelkanthcoreChannel Partner/ Reseller/ DistributorNeelkanth serves as a distribution partner for Sarafu, helping reach retail shops in Tanzania.
• MurzahcoreChannel Partner/ Reseller/ DistributorMurzah is an authorized distribution partner for Sarafu's e-commerce platform in Tanzania.
• WadsworthcoreChannel Partner/ Reseller/ DistributorWadsworth distribution partner helps Sarafu expand its retail network across Tanzania's busiest cities.
• WilmarcoreChannel Partner/ Reseller/ DistributorWilmar is an authorized Sarafu distribution partner contributing to the platform's reach in Tanzania.
• ACB (African Banking Corporation)coreTechnology or IntegrationACB enables Sarafu users to make instant payments for inventory purchases through their banking platform.
• NBC (National Bank of Commerce)coreTechnology or IntegrationNBC is a payment partner for Sarafu, facilitating digital payments for inventory transactions.
• HalopesacoreTechnology or IntegrationHalopesa mobile money service is integrated with Sarafu for instant inventory payment processing.
• AzamPesacoreTechnology or IntegrationAzamPesa mobile money (government services) is integrated with Sarafu for inventory payment processing.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Twiga Foods: Kenya-based B2B distribution platform connecting manufacturers and farmers with informal retailers. Highly comparable to Sarafu's model of using digital ordering, mobile payments, and data analytics to serve manji shops in Tanzania.
• OmniRetail: Nigeria-based B2B e-commerce platform serving informal retailers with digital ordering, payments, and distribution. Comparable to Sarafu's mobile-first platform targeting manji shops with similar product-market fit in informal retail.
• MaxAB: Egypt-based B2B e-commerce platform serving food and grocery retailers with embedded payments and logistics. Comparable to Sarafu in serving small retailers through digital ordering, mobile payments, and route-to-market solutions.
• TradeDepot: Nigeria-based B2B distribution platform connecting retail shops with consumer goods suppliers. Similar business model of digitalizing informal retail supply chains through mobile ordering, payments, and data-driven inventory management.
• Sabi: Nigeria-based B2B commerce platform enabling informal merchants to source goods, access credit, and manage payments. Directly comparable to Sarafu's marketplace plus financial services approach for African informal retail.
• Marketforce (Chama): Kenya-based B2B distribution and retail management platform serving informal retailers. Comparable to Sarafu in connecting shops with manufacturers, providing digital ordering, and offering merchants data and credit tools.
• Wasoko: Kenya-headquartered B2B e-commerce platform serving informal retailers across East Africa. Directly comparable to Sarafu in target customer (informal shops), mobile-first ordering, mobile money integration, and last-mile distribution model.
• Chari: Morocco-based B2B e-commerce platform for small traditional retailers, similar to Sarafu in serving mom-and-pop shops with digital procurement, embedded payments, and inventory financing. Comparable model adapted to a different North African market.

Emerging players

• Branch International: Mobile lending platform operating across Africa that uses digital transaction data to underwrite credit for underbanked consumers and small merchants. Comparable to Sarafu's emerging inventory financing features and use of payment history for credit building.
• Copia Global: Kenya/Uganda-based last-mile distribution platform serving lower-income consumers with a comparable operational focus on East Africa. Some overlap in distribution infrastructure and emerging market consumer base, though primarily B2C rather than Sarafu's B2B model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Sarafu