Wasoko
The digital supply chain helping informal retailers order stock on credit and receive reliable last mile delivery. Since 2024, Wasoko operates as part of the MaxAB Wasoko Group.
Informal retailers are Africa’s daily economy. They sell essentials to millions, yet their supply chains are often slow, expensive, and cash dependent.
Wasoko digitized this last mile. A shopkeeper orders by phone, receives consistent pricing and next day delivery, and can access short working capital credit based on buying history.
In August 2024, Wasoko merged with Egypt’s MaxAB, creating a wider pan African distribution and fintech platform aimed at profitability, not just GMV scale.
The ambition is simple: make stocking a small shop as reliable as any modern retail chain.
Key Numbers
Note: The group does not publish new GMV totals. Latest confirmed figures are shown.
Company Information
Wasoko, formerly Sokowatch, is a B2B commerce and distribution platform for informal retail. After merging with MaxAB in 2024, the combined MaxAB Wasoko Group operates a shared supply chain and fintech stack across Africa.
Group strategy
Leadership
| Role | Name | Background |
|---|---|---|
| Co founder | Daniel Yu | Founded Sokowatch in 2014, led growth in East and West Africa, stepped aside from CEO role in 2025 |
| Group leadership | MaxAB Wasoko team | Joint leadership after merger, focusing on profitability and fintech services |
| Country heads | Local market teams | Run warehousing, delivery, and credit in each country |
How the Model Works
The group runs a full stack retail supply chain. Retailers order from an app or sales agent, goods move through owned warehouses, and deliveries arrive fast. Embedded credit and payments drive repeat orders.
What the Group Controls
Growth and Results
Wasoko scaled in Sub Saharan Africa while MaxAB dominated North Africa. The 2024 merger brought both playbooks together, adding scale and reducing duplication. Since 2025, the group has pushed harder into fintech to improve margins.
Operational Highlights
- Largest network: over 450,000 merchants served across Africa
- Wide reach: merchants collectively serve about 65 million consumers
- Fintech pivot: increasing share of revenue from payments and credit products
Where They Work
The combined group operates in eight countries, with strongest density in Kenya and Egypt. Market focus is on urban trade corridors where informal retail is highest.
| Country | Presence | Notes |
|---|---|---|
| Kenya | Core market | Original base with dense warehouse network |
| Tanzania | Core market | High repeat ordering in major cities |
| Rwanda | Active | Fast moving FMCG supply routes |
| Uganda | Active | Growing shop base |
| Côte d’Ivoire | Active | Francophone West Africa hub |
| Senegal | Active | French speaking expansion market |
| Zambia | Active | Southern Africa entry |
| Egypt | Core market | MaxAB base and main fintech footprint |
Funding History
Wasoko’s last major disclosed round was Series B in 2022. Post merger, the group has not announced a new equity round publicly and is focused on cash discipline.
Main Supporters (Wasoko legacy)
Competitive Landscape
B2B commerce in Africa is consolidating. Players that control inventory, delivery, and credit at scale have an edge. The group competes mainly against legacy wholesalers and a few tech led distributors.
| Company | Model | Markets | How the group differs |
|---|---|---|---|
| MaxAB Wasoko Group | Full stack plus fintech | 8 countries | Largest merchant base paired with embedded credit |
| TradeDepot | Distributor marketplace | West Africa | Group has more owned logistics |
| Twiga Foods | Fresh and FMCG supply | Kenya and region | Group is multi category and cross region |
Key Lessons for Founders
What can builders learn from Wasoko?
- Density first. Distribution wins when routes and warehouses reach high repeat volume.
- Credit needs discipline. Lending works only with tight data and collections loops.
- Own reliability. Warehousing and fleets beat pure marketplace models in informal retail.
- Consolidate to survive. The MaxAB merger shows scale can come through joining forces.
- Chase profit, not headlines. The 2025 fintech pivot reflects a more sustainable path.
• Merger completion, 450,000 merchants, and 65M consumers from TechCrunch and Menabytes (Aug 27, 2024).
• Post merger valuation of about $526M from VNV Global filing via Menabytes (Oct 29, 2024).
• Funding history and Series B details from multiple disclosed rounds, including TechCrunch and investor reports (2022 to 2024).
• Leadership change in 2025 from TechCabal and WeeTracker (Sep 18, 2025).
Data checked November 24, 2025. wasoko.com