In the busy streets of Dakar, Senegal, something exciting is happening. Maad, a B2B e-commerce startup, has raised $3.2 million in funding. This isn’t just about money; it’s about changing how small shops get supplies and do business.
Sidy Niang (CEO) and Jessica Long (COO) started Maad in 2020. Initially, they collected data to understand supply and demand. Their software helped FMCG suppliers improve distribution. Then they had an idea: what if all the products small shops need were on one platform? And so, Maad evolved.
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How Maad Works
Maad connects small shops with suppliers through:
Direct Sourcing: Shops buy goods directly from suppliers, cutting out intermediaries and avoiding stockouts.
Order Placement: Shops place orders via Maad’s call centre, field agents, or a user-friendly app (75% of orders come through the app).
Warehousing and Delivery: Maad’s warehouses fill orders quickly, and their in-house delivery service keeps costs low and ensures reliability.
Maads Growing Network
Maad now supports 6,500 retailers in Senegal. These small shops are essential, providing 80% of household retail in sub-Saharan Africa. Their proximity to customers makes them indispensable for manufacturers. Maad secures exclusive access to coveted products by working closely with suppliers, offering competitive pricing that attracts retailers. Meanwhile, the data collected offers valuable insights for suppliers, helping them optimise their operations.
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Despite challenges like thin margins and high costs, Maad plans to expand its reach further in Senegal and into other Francophone regions. Their first-mover advantage gives them a solid position to grow. Beyond expanding geographically, Maad aims to introduce a Buy Now, Pay Later (BNPL) service. This would allow shop owners to access inventory on credit, making it easier for them to manage their businesses and grow.
Maad’s impact goes beyond numbers. By empowering small retailers, they are creating a ripple effect in the economy. These shops, often overlooked, play a crucial role in their communities, providing essential goods and services. Maad’s platform simplifies their operations and enhances their ability to serve their customers.
So, next time you stroll past a small shop in Dakar, remember Maad. This quiet conductor is orchestrating change, one order at a time, transforming retail and empowering small businesses across Francophone Africa.