MarketForce shuts down RejaReja, its B2B ecommerce enterprise, switches focus to social commerce

MarketForce, the Y Combinator-backed Kenyan startup based in 2018, will shut down RejaReja, a B2B e-commerce platform that was an enormous a part of its enterprise. The corporate’s co-founder, Tesh Mbaabu, shared the event in a blogpost on Wednesday afternoon. 

The startup founder additionally shared the corporate’s new transfer: Chpter, a social commerce startup that gives an AI-powered conversational platform that automates conversations on WhatsApp and Instagram for enterprise homeowners. 

Mbaabu cited the razor-thin margins of B2B e-commerce companies and profitability struggles on a unit degree as contributing components within the resolution to shut the enterprise vertical. 

On a telephone name with TechCabal, Mbaabu stated RejaReja’s “enterprise mannequin was difficult and capital-intensive.”

“Sadly, that’s our closing chapter. After immense efforts to make our enterprise mannequin sustainable, together with downsizing the enterprise to increase the runway for so long as doable, we’ve got concluded that it’s now not possible to maintain RejaReja operational.

“The phase can be extremely worth elastic, which suggests the worth wars are constant. That’s at all times a race to the underside.”

Whereas MarketForce started as a gross sales automation software program, it pivoted to B2B e-commerce with RejaReja, a service that allowed neighbourhood retailers and small-time retailers to replenish their outlets with items from FMCGs like Unilever and Nestle. 

The service additionally allowed prospects to entry digital financing; MarketForce partnered with Pezesha, a enterprise credit score supplier, for this service. Many gamers within the B2B e-commerce house usually supply loans and apps that assist prospects handle their stock.

There was appreciable pleasure from traders round B2B e-commerce at first. That sentiment and appreciable traction in its early days helped MarketForce. 

“Based mostly on early traction for RejaReja, the corporate raised $2 million and was accepted into Y Combinator in the summertime of 2020.”

Extra milestones have been to comply with, together with supporting over 1 million retailers and elevating $40 million in 2022 at a valuation of $100 million. 

In the present day, the phase’s preliminary pleasure has waned, and the traders who fortunately signed tens of millions of {dollars} in cheques have slowed down. In December 2023, Wasoko and MaxAB, two closely funded B2B e-commerce gamers, merged within the hopes of making a class king. The Nigerian startup Alerzo has reduce workers thrice in as a few years because it hopes for profitability. 

MarketForce additionally confronted issue assembly its monetary obligations to its credit score associate, Pezesha. Nonetheless, the 2 corporations have since resolved the matter internally, avoiding a liquidation suit filed by Pezesha.