Following its $2 million in Series A investment round, MarketForce, a Kenyan B2B platform for retail distribution of consumer products and digital financial services, has chosen Nigeria as its first port of expansion.
Tesh Mbaabu and Mesongo Sibuti co-founded MarketForce in 2018 to help consumer brands improve how they deliver essential goods and services to retailers and consumers by bridging the information gap in last-mile distribution and increasing efficiency throughout the sales and distribution value chain.
According to Disrupt-Africa, the startup’s platform leverages mobile devices by enabling field agents to record all customer interactions as they happen in the field, and then aggregates this data and presents it through a live web dashboard
Tesh Mbaabu, the startup’s co-founder and chief executive officer (CEO) said “Africa is reported to have over 100 million merchants. A whopping 40 million of them are in Nigeria, with the highest annual FMCG purchasing in the whole continent, signifying how significant the market opportunity for MarketForce is.
“Nigeria FMCG retail distribution operates very much like Kenya, it is very fragmented and competitive, which gives us the opportunity to make a real impact for both retailers and manufacturers.”
MarketForce Expands To Nigeria
As part of the expansion plan, MarketForce has appointed Arthur Bourekas as its new chief commercial officer (CCO). Bourekas has over 25 years of experience executing commercial growth, logistics and distribution in some of the most challenging countries in the world, having worked for A.G. Leventis (Nigeria) Plc and PZ Cussons in Nigeria, Indonesia, Malaysia and Australia.
A veteran FMCG distribution expert in Africa, Bourekas who was most recently involved at a senior level with Alerzo, a Nigerian B2B retail-tech startup that also helps retailers stock inventory directly from manufacturers said, “FMCG distribution in Africa is yet to be done effectively.
Even multinationals with years of experience often can optimize their distribution and add real sales growth to their business. Innovation and focus is key. I am confident that with the platform MarketForce has built so far, along with the expertise being built within the organization, we are destined to revolutionize the sector and become a formidable force,” he said.
Mbaabu said his new CCO aligns with MarketForce’s ambitious growth plans and brought significant expertise into this new, critical role.
“His extensive emerging market experience, ability to drive commercial growth, and depth of technical distribution knowledge in Nigeria will be valuable in our efforts to deepen our East Africa market reach while expanding into the West African market.
“We would like to focus on Kenya and Nigeria for now – but as an aggressive startup, we continue assessing where we will go next. That notwithstanding, our focus remains on Sub-Saharan Africa, so you can bet we will be back to somewhere in East Africa,” Mbaabu said.
