Maad is a B2B e-commerce startup based in Senegal that operates an end-to-end distribution platform enabling informal retailers to source FMCG directly from partner suppliers. Customers place orders via a call center, field agents, or the app (which accounts for 75% of orders), and Maad fulfills orders from its warehouses using an in-house delivery service. The company serves 6,500 active retailers through a network of 80 suppliers and reports a monthly GMV of $3 million. Maad began in 2020 as a data-collection provider before pivoting to distribution software and launching its B2B e-commerce business in September 2021. It plans to expand coverage to remote areas within Senegal, enter a Francophone market by year-end, and introduce a buy-now-pay-later service to enable shop owners to access inventory on credit. Maad emphasizes owning logistics to reduce costs and ensure service reliability for low-margin FMCG distribution.

Total raised

$3M

Funding rounds

2

Latest round

Debt Financing

Latest activity

May 2024