🌍 Kenyan B2B e-commerce company, MarketForce, is shifting its focus. It has exited operations in three markets and is gearing up to launch a social commerce spinout called Chpter.

📉 The decision to downsize comes after a funding shortfall and growing financial pressures. MarketForce faced the reality of needing to move towards profitability rather than aggressive growth.

🇺🇬 The super-app RejaReja will now only be available in Uganda, which the company found to be its best-performing market. It continues to offer informal retailers the ability to order fast-moving consumer goods directly from distributors and access financing.

💼 MarketForce remains headquartered in Kenya, where it's incubating Chpter, aimed at helping merchants boost sales through social commerce channels.

🚀 Despite challenges, MarketForce raised $1 million through crowdfunding, demonstrating its resilience and adaptability in the ever-evolving African market.

📈 The move reflects a growing trend among African startups to prioritize profitability and sustainability over rapid expansion.

🛒 Social commerce is becoming a promising avenue for companies to explore in response to competitive and challenging market conditions.

📊 By focusing on profitable segments, MarketForce aims to ensure long-term success and address the unique challenges of African markets.

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