In a quest towards reshaping retail in the developing world, South African startup Flood has secured $2.5 million in seed funding to expand its “SuperApp-as-a-Service” platform across more emerging markets.
The mobile-first, no-code digital commerce platform is engineered to bridge the massive gap between offline and online retail by embedding localised e-commerce, payments, and loyalty services directly into the apps people already use, such as telco and banking platforms.
“Ninety-five per cent of retail in emerging markets is still offline,” said André de Wet, serial entrepreneur and founder of Flood.
“Flood bridges that gap by embedding localised commerce, loyalty and payments directly into existing apps, making the transition to digital seamless for both users and merchants.”
A Marketplace Model for the Developing World
Founded by de Wet, Flood is a SaaS-based, zero-code, and API-driven infrastructure platform tailored for telecom operators, banks, enterprises, and small businesses seeking to digitise commerce without building from scratch.
The platform allows them to launch marketplace models with integrated logistics, customer discovery, real-time analytics, loyalty programmes, and in-store pickup, all without writing a single line of code.
Flood’s architecture supports “clicks-to-mortar”, a model that merges online activity with physical retail, particularly relevant in regions where internet penetration may be rising, but digital infrastructure remains patchy.
Strong Early Traction Across Regions
Despite being relatively new, Flood has already made a significant impact.
In one early deployment, it successfully onboarded 8,000 merchants in just three months, demonstrating the demand for digitisation tools among small retailers.
In other deployments across South Africa, India, and the Maldives, Flood reported daily usage rates of up to 28% of the target population, a figure that outpaces most e-commerce platforms operating in similar contexts.
Such traction underlines the platform’s relevance in markets where traditional online marketplaces face adoption barriers, whether due to tech literacy, infrastructure, or cost.
New Capital, Bigger Ambitions
The new $2.5 million seed round, which follows a previous $1 million raise in July 2024, will fund Flood’s next phase of growth.
The company plans to accelerate market entry into new countries, strengthen partnerships with telecom operators and challenger banks, and enable rapid onboarding of offline merchants by offering plug-and-play commerce features.
The startup’s long-term vision is not just about building apps but “powering ecosystems,” according to de Wet.
By letting telcos and financial institutions host digital commerce features within their existing platforms, Flood aims to create a decentralised digital retail revolution, driven by local context and controlled by local stakeholders.
A Growing Digital Retail Movement in Africa
Flood’s rise comes at a time when Africa’s e-commerce ecosystem is evolving from direct-to-consumer marketplaces to infrastructure-first solutions that enable digital inclusion for small and medium businesses.
As access to smartphones and mobile internet continues to increase, platforms like Flood are playing a key role in democratizing access to digital trade.
“What we’re doing is enabling small shop owners who’ve never been online before to serve their communities in a digital way, without needing to learn tech or invest in infrastructure,” de Wet explained. “This is about inclusive growth.”
With growing demand for adaptable, mobile-first commerce tools, Flood’s model may well define the next frontier of digital retail in emerging markets, one that does not compete with traditional retail but lifts it into the future.
Why It Matters
According to the World Bank, over 95% of retail transactions in emerging markets still occur offline, and more than 60% of SMEs in Sub-Saharan Africa lack access to formal digital infrastructure.
Flood’s model directly addresses this by removing technical barriers and embedding digital commerce in high-trust apps already used by the population.
With Africa’s e-commerce market projected to hit $75 billion by 2025, and mobile phone penetration exceeding 84% across the continent, Flood is positioned to play a critical role in accelerating inclusive digital trade, especially for small, often-overlooked merchants at the grassroots level
Talking Points
Flood’s $2.5 million seed raise marks a significant step toward transforming how offline retail operates in emerging markets.
Unlike traditional marketplaces, Flood provides the backend tools for others to build their own, enabling faster, localised adoption.
Its early success, onboarding 8,000 merchants in three months and reaching daily usage rates of up to 28%, shows strong demand.
However, its continued growth will depend largely on how well it navigates challenges like legacy system integration, merchant education, and regulatory landscapes.
If it maintains momentum while adapting to each local market’s needs, Flood could become a foundational force in shaping inclusive, decentralized digital commerce across the Global South.
