MarketForce operates RejaReja, a merchant super app that lets informal traders source hundreds of FMCG SKUs directly from manufacturers and distributors, place and pay for orders digitally, accept utility payments, and access loans. The company is rolling out merchant inventory financing (an overdraft-like BNPL for merchants) after a successful pilot that tripled order stock value, and plans to introduce additional fintech services like BNPL, insurance, savings, and investment. RejaReja is asset-light, relying on partner-owned logistics and aims to expand across more East and West African markets. Operational traction includes more than 87,000 orders to date at an average basket of $151, 40% month-on-month growth, and an expected run-rate above $60M in annualized transaction volume last year. MarketForce says it will scale headcount and merchant base rapidly — targeting 250,000 merchants in the coming months (up from 5,000 a year earlier) and previously projecting 1 million merchants by year-end. The company also uses merchant transaction history to build credit profiles and partners with lenders like Pezesha to extend loans. MarketForce operates a retail distribution SaaS and RejaReja, a B2B e-commerce marketplace that lets informal merchants buy FMCGs and digital financial services with next-day delivery for hundreds of SKUs. RejaReja, launched in December 2020, is an asset-light marketplace that leverages partners (distributors, manufacturers, 3PLs) rather than owning warehouses or trucks. The company integrated acquired platform Digiduka to provide a wallet and enable merchants to collect mobile money and bank payments via app, WhatsApp bots, or USSD. MarketForce extends working capital to kiosks based on ordering habits and uses its network to distribute both FMCGs and financial services. The startup has a presence in Kenya, Uganda, and Tanzania; over 15,000 retail customers use RejaReja to process thousands of orders daily. Its legacy SaaS product has over 10,000 monthly active users, and users have completed 300,000 transactions worth more than $500 million since 2018. With recent traction on the e-commerce side, the company plans to scale RejaReja across more East African towns and launch in Nigeria.

Total raised

$42M

Funding rounds

3

Latest round

Series A

Latest activity

Feb 2022