MarketForce Shuts Down its B2B eCommerce Platform, RejaReja and Launches New Venture in Kenya and South Africa

Kenyan startup MarketForce made a surprising announcement, revealing the closure of its flagship B2B eCommerce platform, RejaReja.

This decision coincides with the launch of their new venture, Chpter, focusing on the growing trend of social commerce.

Co-founder Tesh Mbaabu disclosed this news on April 17, 2024, marking a strategic shift for the Y Combinator-backed company.

RejaReja’s Closure: A Challenging B2B Landscape

RejaReja was created to help small retailers and local merchants stock their inventory with products from big Fast-Moving Consumer Goods (FMCG) companies such as Unilever and Nestlé.

MarketForce’s choice to shut down RejaReja shows how difficult the B2B eCommerce market is in Africa.

In a blog post, Mbaabu pointed out that slim profit margins and strong price competition played a major role in the platform shutting down.

The capital-heavy B2B distribution business model, which relies on selling individual units to make money, added to the difficulties.

The Rise of Chpter

The closing of RejaReja signifies the conclusion of a chapter for MarketForce, but the company is not hesitant about embracing innovation.

With Chpter, their latest social commerce platform, MarketForce aims to utilize the influence of social media to enhance sales.

Referred to as an “AI-powered conversational commerce platform,” Chpter enables merchants to utilize popular social media channels such as WhatsApp and Instagram to increase their profits.

By automating conversations, marketing strategies, and payments, Chpter provides a comprehensive solution for social commerce requirements.

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MarketForce’s Strategic Shift: Embracing Social Commerce

MarketForce has made the decision to focus on social commerce, in line with a larger trend in Africa’s digital environment.

With a high rate of mobile phone usage and a population that is at ease using social media for communication and shopping, social commerce provides businesses with a special chance to engage with customers directly.

Therefore, by automating tasks and making social media commerce more efficient, Chpter positions itself as a valuable resource for merchants wanting to take advantage of this expanding market.

The Road Ahead for MarketForce and Chpter

MarketForce’s entry into social commerce with Chpter marks a new and exciting phase for the company.

Despite the uncharted territory of social commerce, Chpter’s successful debut in Kenya and South Africa, where it already serves a multitude of merchants, bodes well for the future.

Also, with MarketForce’s established presence in the African market and Chpter’s fresh perspective, the company is poised to become a significant player in the ever-changing world of social commerce in Africa.

Looking Forward: A New Chapter for MarketForce

The decision to close down RejaReja marks a significant change for MarketForce, recognizing the challenges in B2B eCommerce and embracing the opportunities in social commerce.

Through Chpter, MarketForce is helping African merchants succeed in the digital era by utilizing social media.

However, we cannot yet predict how Chapter will fare in the competitive social commerce market, but MarketForce’s readiness to adjust and introduce new ideas puts them in a strong position for the future.

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