Wasoko scales Africa’s informal retail with B2B e‑commerce platform

Informal retailers in African cities traditionally relied on sporadic visits from distributors or long trips to wholesalers, making restocking unpredictable and costly.

Wasoko (formerly Sokowatch) built a B2B e‑commerce app that lets shop owners order goods directly from manufacturers; the platform handles procurement, warehousing and last‑mile delivery. By 2022 it had raised $125 million Series B, generated over $300 million in revenue and served 50 000 stores across six countries.

Wasoko’s revenue jumped 500% to over $300 million, it delivered 2.5 million orders to 50 000 retailers and secured a $125 million Series B.

Africa’s informal retail sector accounts for over $1 trillion in sales but remains largely underserved by formal supply chains.

High mobile penetration enabled a smartphone‑based ordering system that bypassed traditional middlemen.

By aggregating demand, Wasoko could negotiate better prices with manufacturers and pass savings to small shop owners.

Building digital bridges between manufacturers and fragmented informal retailers can unlock massive scale in emerging markets when backed by strong venture capital.

Wasoko continues to expand into new African markets, has launched agency‑banking services such as point‑of‑sale devices, and aims for an IPO within three to five years, positioning itself as a key infrastructure player for the continent’s retail ecosystem.