Startups > WasokoCON

WasokoCON

Wasoko connects African retailers to manufacturers for same-day bulk delivery.

Series B $152M total Founded 2013 Nairobi, Nairobi Area 49 employees

Wasoko is a B2B e-commerce marketplace that connects large manufacturers (P&G, Unilever, Nestlé) with over 450,000 small retail shops and kiosks across East Africa. Shop owners order essential goods like rice, soap, and household items via a mobile app, receiving same-day delivery at bulk discounts. The platform also embeds Buy Now Pay Later financing with 99%+ repayment rates, functioning as both a distributor and informal financial services provider for underserved retailers.

Problem solved

Small retailers in emerging markets struggle to access affordable bulk inventory and working capital, resulting in frequent stockouts and lost sales.

Target customer

Mom-and-pop retail shops, kiosks, and general stores selling essential consumer goods in East Africa, typically with limited access to bulk purchasing and financing.

Website LinkedIn Crunchbase

Founders

Daniel Yu

Founder & CEO (left full-time September 2025)

IBM software developer in Kenya who studied International Studies and Linguistics at University of Chicago; fluent in 8 languages; Prince of Wales Young Entrepreneur Prize winner and Forbes 30 Under 30 honoree.

Josh Raine

Co-Founder & Deputy CEO

Troels Plenge

Former Co-Founder

Funding history

Seed $200K 2015 Led by Unknown · 4Di Capital, Savannah Fund

Seed $2M July 2018 Led by Unknown · 4DX Ventures, Lynett Capital, Outlierz Ventures, Village Global, Golden Palm

Series A $14M 2020 Led by Unknown · Unknown

Series B $125M March 16, 2022 Led by Tiger Global Management, Avenir Growth Capital · African Unicorns, Quona, and 34 other institutional investors

Total raised: $152M

Industries

Emerging Markets Consumer Goods Logistics Supply Chain Management Sales

Pricing

Cash on delivery or mobile money payment at checkout. Buy Now Pay Later credit facility available after 3 continuous months of platform usage.

Notable customers

P&G, Unilever, Nestlé, 450,000+ small retailers across East Africa (65 million end consumers reached as of August 2024)

Integrations

P&G, Unilever, Nestlé, regional African manufacturers, mobile money providers (implied from mobile payment integration)

Website

wasoko.com/

Competitors

Twiga Foods

Focuses on fresh produce sourcing directly from farmers with 18-hour delivery, while Wasoko distributes broader consumer packaged goods from manufacturers.

TradeDepot

Pan-African B2B e-commerce platform with fleet management and inventory services; broader geographic focus versus Wasoko's East Africa concentration.

Glovo

General-purpose quick commerce and logistics; not specialized in B2B retail supply chains.

Sabi

Broader digital commerce infrastructure platform; less specialized in B2B grocery distribution.

Why this matters: Wasoko is one of East Africa's largest B2B marketplaces with 450,000 merchants and $152M in funding, demonstrating strong capital confidence in underserved retail markets. Its embedded 99%+ BNPL repayment rates suggest the platform has cracked financial inclusion for informal retailers, positioning it as both a logistics and fintech player.

Best for: Small retail shop owners in East Africa who need reliable bulk inventory access, same-day replenishment, and flexible financing without traditional bank requirements.

Use cases

Daily Store Replenishment

A kiosk in Nairobi runs low on soap and sugar mid-week. Instead of traveling to a distant wholesale market, the owner opens the Wasoko app, browses products at bulk prices, orders before noon, and receives delivery the same day—keeping shelves stocked and maximizing sales.

Working Capital Without Banks

A small retailer lacks cash reserves to buy inventory upfront. Wasoko's embedded BNPL allows them to order now and pay after selling, with 99%+ repayment rates creating a reliable informal credit system for underbanked merchants.

Manufacturer Distribution Efficiency

P&G reaches fragmented mom-and-pop stores through Wasoko's logistics network instead of managing thousands of direct relationships, reducing distribution costs while increasing shelf availability.

Alternatives

Twiga Foods Choose Twiga if you need fresh produce specifically; Wasoko covers broader consumer packaged goods.

TradeDepot Choose TradeDepot if you operate across multiple African countries; Wasoko is more established in East Africa.

FAQ

What does Wasoko do? +

Wasoko is a B2B marketplace connecting small African retailers with manufacturers and wholesalers. Retail shop owners order essential goods via a mobile app and receive same-day delivery at bulk discounts. The platform also provides Buy Now Pay Later financing to help retailers manage cash flow.

How much does Wasoko cost? +

Wasoko charges through the product markup (buying at wholesale, selling at slightly marked-up retail). Payment is via cash on delivery or mobile money. After 3 months of continuous use, retailers qualify for a BNPL credit facility with terms tied to their order history.

What are alternatives to Wasoko? +

Twiga Foods specializes in farmer-to-retailer fresh produce distribution. TradeDepot offers broader B2B e-commerce and supply chain services across Africa. Glovo and Sabi provide general quick commerce and digital logistics infrastructure.

Who uses Wasoko? +

Primary users are mom-and-pop retail shops, kiosks, and general stores across Kenya and East Africa. Secondary users include manufacturers like P&G, Unilever, and Nestlé who use Wasoko to distribute to fragmented retail networks.

How does Wasoko compare to Twiga Foods? +

Twiga focuses on fresh produce sourced directly from farmers with 18-hour delivery windows, while Wasoko distributes packaged consumer goods (rice, soap, sugar, toilet paper) from established manufacturers with same-day delivery. Wasoko's embedded financing is more developed; Twiga emphasizes farmer relationships and fresh supply chains.