Keur massar

What Keur massar does

Auchan Sénégal, operating under the storefront brand "Auchan Drive Sénégal" via auchan.sn, is the Senegalese subsidiary of the French multinational retailer Auchan Group. The company runs an online grocery platform that serves individual consumers in Senegal with two fulfillment options: drive-through collection at designated locations and home delivery, supplemented by a physical store network. The platform supports a broad assortment across groceries (salty and sweet), frozen foods, fresh produce, beverages (including alcoholic categories restricted to adults), bakery/pastry, hygiene and beauty, baby care, and household goods, with pricing quoted in CFA across budget and premium tiers and a dedicated promotions section.

The technology stack is a standard e-commerce retail platform offering shopping cart, wishlist, and order management functionality, complemented by a call center (782965959) and WhatsApp support — a hybrid digital and human-assisted sales motion. The company also operates a portfolio of Auchan private label brands, including Cosmia and Cosmia Bio (beauty and personal care), Qilive (household and electronics accessories), and One Two Fun (children's products), alongside national and imported brands. Customer engagement is supported by the "Sama Kalpe Auchan" loyalty program and a multi-channel social media presence (Facebook, Instagram, TikTok, YouTube, WhatsApp).

The business model is direct-to-consumer retail product sales through the online storefront and physical stores, with revenue generated from one-time unit-priced purchases across all categories; no subscription, SaaS, or enterprise B2B revenue streams are evident. The primary customer segment is the general Senegalese retail consumer, including families and individuals seeking convenience, variety, and access to international brands. The entity is privately held, headquartered in Dakar, with 51–100 employees, and no funding rounds, M&A activity, or leadership changes are disclosed in the available data.

Name

Keur massar

Legal name

Auchan Sénégal

Website

https://auchan.sn

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Auchan Sénégal is the Senegalese subsidiary of French retailer Auchan Group, operating an online grocery platform (Auchan Drive Sénégal) with drive-through pickup, home delivery, and physical stores serving general consumers across Senegal.

Ownership category

akta.pro rank

Product category

Online Grocery Retail

NAICS

Food and Beverage Retailers (445)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Grocery & Pantry Inventory-led Online Retailers (CRAFADAF)

Keywords

• Online grocery shopping
• Drive pickup service
• Home delivery retail
• Private label brands
• Consumer goods retail

Headquarters

HQ city

Dakar, Dakar Region

HQ country

Senegal

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail product sales: Revenue generated through direct sales of grocery and household products to consumers via online platform. Products span multiple categories including groceries, frozen foods, fresh produce, beverages, health/beauty, baby care, and home goods. Both national and imported brands are sold alongside private label products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Auchan Drive Sénégal operates an online grocery shopping platform at auchan.sn, enabling Senegalese consumers to browse and order groceries, fresh produce, frozen foods, beverages, baby care, hygiene/beauty, and household goods. Fulfillment is offered via two options: drive-through collection at a designated pickup point and home delivery. The retailer also maintains a portfolio of private label brands (Cosmia, Cosmia Bio, Qilive, One Two Fun) sold alongside national and imported branded products.

Product overview

Auchan Drive Senegal operates as an online grocery marketplace offering both drive-through pickup and home delivery services across multiple product categories. The platform features a portfolio of private label brands including Cosmia (beauty and personal care), Cosmia Bio (organic products), Qilive (household items), and One Two Fun (children's products), alongside national and international branded goods spanning groceries, beverages, frozen foods, fresh produce, baby care, pet supplies, and household essentials.

Differentiator

Problem solved

Functional benefit

Brands

• Cosmia By Auchan: Personal care and beauty products brand under the Auchan private label
• Qilive
• One Two Fun

Products and services

• Auchan Drive Senegal

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Regional players

• Naivas: Leading Kenyan supermarket chain with growing online grocery offering. Comparable as an African retailer scaling from physical-store roots into omnichannel grocery across a single-country footprint.
• Shoprite Holdings: Largest African food retailer, headquartered in South Africa with operations across multiple African countries. Comparable as a pan-African supermarket operator pursuing both physical and online grocery growth in emerging markets.
• Pick n Pay: South African grocery retailer with omnichannel grocery operations including online and on-demand delivery. Comparable as an established African retailer investing in online grocery and private-label expansion.

Emerging players

• Glovo: On-demand multi-category delivery platform operating across Africa including Senegal. Comparable on the home-delivery and quick-commerce dimensions of Auchan Drive Sénégal, though lacks the inventory-led grocery model.

Broad incumbents

• Auchan Retail: The French parent group operates hypermarkets, supermarkets, and drive-through formats across Europe, Africa, and beyond. Comparable as the broader retail platform that provides sourcing, private-label, and operational infrastructure to the Senegalese subsidiary.
• Casino Supermarkets: French retail group with hypermarket, supermarket, and online grocery operations. Comparable as a French multinational grocery incumbent with omnichannel strategies and similar private-label merchandising approach.
• Monoprix (France): French city-center supermarket and online grocery operator. Comparable as a French retail format (urban supermarkets plus online) that has historically been part of the Auchan Group family — directly relevant for cross-format benchmarking.

Direct peers

• Jumia: Pan-African e-commerce marketplace with a dedicated Senegalese storefront offering groceries, household goods, and general merchandise. Comparable as a leading online retail platform targeting Senegalese consumers with similar product categories.
• Carrefour Senegal: Carrefour's Senegalese subsidiary operates hypermarkets and increasingly online grocery in the same Dakar market. Direct competitor on assortment, price, and format, with similar French-multinational parent backing.

Others

• Kilimall: Pan-African e-commerce platform operating across multiple African countries. Comparable as an emerging African online retail competitor operating with similar infrastructure constraints in price-sensitive consumer markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@auchan_sn
• YouTubeyoutube.com/channel/UCKJm1vYcDSlZl-8dxYZaItQ/videos?view_as=subscriber
• Facebookfacebook.com/auchan.sn
• Instagraminstagram.com/auchan.sn/?hl=en
• LinkedInlinkedin.com/company/keur-massar

Revenue estimate

Valuation estimate

Number of profiles

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 Keur massar