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Kenyan B2B e-commerce company MarketForce has shut down operations in three of its five markets in Africa and is in the early stages of launching a social commerce spinout. The startup’s super-app dubbed RejaReja, which enables informal retailers (mom-and-pop stores) to order fast moving consumer goods (FMCGs) directly from distributors and manufacturers and access financing, will only be available in Uganda after the company discontinued the offering in Kenya, Nigeria, Rwanda and Tanzania.
Kenya will continue to serve as the company’s headquarters and a launchpad for Chpter, a social commerce spinout that MarketForce has been building to enable merchants to “turn conversations on their social media channels into more sales.
Following the latest changes, Uganda country manager Dennis Nyunyuzi has been promoted to the position of managing director and will be responsible for steering RejaReja’s operations. The RejaReja retail marketplace was launched in 2020 as a brainchild of MarketForce, and as a SaaS product for formal markets. It enables informal traders or mom-and-pop shops to order goods directly from manufacturers and distributors for next-day delivery. It also gives them access to financing based on the history of their transactions. The company was trying to solve challenges that these retailers face like stockouts, earnings instability and lack of financing to scale their trade.