In a continent where cross-border trade is often slowed by opaque processes, unreliable logistics, and fragmented networks, Ambesa is emerging as a solution for Africa’s SMEs.
Launched in 2023, the Kenyan startup provides a digital B2B marketplace that connects buyers and suppliers while integrating verification, logistics, and payments under a single platform. The approach promises greater efficiency, transparency, and reliability, addressing challenges that have long hindered regional trade.
According to founder Dr Simon Woldeab, Ambesa is not just a marketplace but a tool for economic growth and innovation.
“Buyers and suppliers lacked a trusted digital platform that connects them directly, streamlines logistics, and reduces costs and delays,” founder and director Dr Simon Woldeab told Disrupt Africa. “Our goal is to promote and digitalise collaboration, drive economic growth, and foster innovation through seamless e-commerce solutions.”
What You Should Know
Unlike traditional business directories, informal trading networks, and a handful of emerging marketplaces, Ambesa offers an integrated platform combining sourcing, vendor verification, logistics support, and transaction management.
This end-to-end approach positions Ambesa as a trusted intermediary for SMEs navigating the complexities of pan-African trade.
Funded through a combination of founder capital and early angel investment, Ambesa revealed it onboarded over 2,000 vendors within its first year, demonstrating strong early adoption and engagement.
“Uptake has been steadily growing, with increasing month-on-month user acquisition and strong repeat engagement from our early customer base,” said Woldeab.
Scaling Across Africa
Currently, Ambesa operates in select East African markets, with plans to expand into broader African regions and key trade corridors in the coming year.
The startup says its scalable digital infrastructure is designed to support SMEs in multiple sectors, including manufacturing, retail, and agribusiness.
Revenue is generated through service commissions, transaction fees, and value-added logistics, and the company reports a positive financial trajectory.
“Revenue is growing consistently, and while we are still investing in scaling, our financial performance is trending positively,” Woldeab noted.
Driving Africa’s SME Growth Through Technology
Across Africa, digital commerce and B2B marketplaces are experiencing rapid growth, driven by increasing internet and smartphone penetration, a young and tech‑savvy population, and expanding mobile payment infrastructure.
Africa is forecast to surpass half a billion e‑commerce users by 2025, which will have shown a steady 17% compound annual growth rate (CAGR) of online consumers for the market.
According to industry experts, Ambesa exemplifies how digital marketplaces can enhance transparency, reduce trade friction, and accelerate economic growth for SMEs in Africa.
By combining sourcing, verification, logistics, and payment solutions under one platform, analysts say the platform offers a model for pan-African B2B e-commerce that could reshape how businesses connect and transact across the continent.
Talking Points
It is notable that Ambesa has developed a pan-African B2B e-commerce marketplace, addressing a critical barrier for SMEs, which is the lack of a reliable, transparent, and integrated platform for cross-border trade and product sourcing.
This end-to-end solution, combining sourcing, verification, logistics, and finance, positions Ambesa as a practical tool for real business challenges, particularly for small and medium-sized enterprises looking to expand their reach across African markets.
At Techparley, we see how platforms like Ambesa can accelerate the digital transformation of B2B commerce, bringing real value to businesses that have traditionally relied on informal networks, slow manual processes, or fragmented marketplaces.
The integration of multiple services into one platform means SMEs can now manage sourcing, transactions, and logistics with greater efficiency, reducing costs, delays, and operational friction.
As Ambesa scales across the continent, strategic partnerships and regional expansion could accelerate onboarding and deepen its footprint across trade corridors. With the right execution, Ambesa has the potential to become a cornerstone of digital B2B commerce in Africa, driving economic growth and innovation.
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