MarketForce

About MarketForce

MarketForce is a Kenyan B2B commerce and fintech marketplace co-founded in 2018 by Tesh Mbaabu and Mesongo Sibuti. The two met as computer science undergraduates at the University of Nairobi, where they started a software consulting firm, Mesozi Group, before identifying a need in the retail distribution sector. Their experience developing solutions for various businesses highlighted that informal merchants lacked reliable data on sales team performance and product movement, which inspired the creation of MarketForce.

The company provides a digital, unified marketplace for informal merchants in Africa to order, pay for, and receive inventory. This is facilitated through its merchant super app, RejaReja, which allows thousands of small retailers to source and order fast-moving consumer goods (FMCGs) for next-day delivery. MarketForce operates on an asset-light model, connecting merchants with consumer brands and distributors, thereby digitizing a significant portion of the traditionally cash-based retail transactions in sub-Saharan Africa. The platform's business model generates revenue by facilitating trade between merchants and over 200 consumer brands.

Beyond logistics, MarketForce embeds financial services into its platform. Merchants can access inventory financing through a buy now, pay later (BNPL) option, manage payments digitally, and generate extra income by reselling digital financial services like airtime, electricity tokens, and bill payments. This transforms simple FMCG outlets into comprehensive financial service hubs. The company serves a diverse client base across five African markets: Kenya, Nigeria, Uganda, Tanzania, and Rwanda, with over 200,000 merchants using the platform. A significant milestone was the closing of a $40 million Series A funding round in February 2022, which was aimed at scaling merchant inventory financing and expanding its footprint across the continent.