The Gateway to Africa's Startup Ecosystem
The Gateway to Africa's Startup Ecosystem

12 Startup Companies Redefining Online Shopping and Retail in North Africa to Watch

The COVID 19 Pandemic caused a significant shift in consumer shopping behavior as it exposed many to the possibilities of getting all their consumables from the comfort of their homes. 

In addition, several innovative ecommerce companies emerged as a response to the said shift and since then, Africa has seen a significant spike in the number of ecommerce platforms facilitating convenient shopping for consumers.

North Africa remains one of the largest consumer markets on the continent with a high percentage of tech-savvy shoppers who are willing to use online retail. Expectedly, the region also has several intriguing companies enabling the customers to shop online and receive their purchases at their doorsteps. Here we’ve identified 12 ecommerce startups redefining online shopping and retail in North Africa.


Year Founded: 2020

Location: Casablanca, Morocco

Chari is a progressive e-commerce company redefining online shopping with its distinctive digital solutions. The company is a leading provider of IT services, particularly in online retail and financial technology sectors, deploying personalized and curated shopping experiences for users.

Chari boasts an extensive catalog of items from various consumer goods categories, including electronics, fashion, home essentials, beauty products, and more. The company partners with reputable brands and independent sellers to provide a diverse and high-quality selection of products for its customers. Moreover, its seamless user interface and secure payment methods contribute to a hassle-free shopping experience for customers.

Chari gives small and medium-sized businesses opportunities to reach a wider audience through its digital solutions, promoting entrepreneurship and economic growth. Additionally, the company’s streamlined delivery and distribution network bridges the gap between producers and consumers, reducing the excess of traditional retail.


Year Founded: 2022

Location: Cairo, Egypt

Kenzz is an innovative e-commerce company transforming the online shopping experience for consumers in Egypt. The company enables customers to access a wide range of consumer product choices and the best deals in the market. 

Kenzz operates a digital marketplace with a vast and diverse product catalog. The company caters to the preferences and needs of its broad customer base through the platform. That way, it ensures that shoppers can find virtually anything they desire, from electronics and fashion to home essentials and more.

Through years of consistent quality delivery to digital shoppers in Egypt, Kenzz has become a frontrunner leading the transformation of the online shopping landscape in the country. Its platform’s user-friendly interface, seamless navigation, and secure payment options ensure a convenient and safe shopping journey for customers.


Year Founded:

Location: Cairo, Egypt

Sharwa is a leading digital-commerce company that has rapidly gained traction for its unique value and product offerings. Sharwa has quickly become a prominent name in the digital marketplace through its innovative solutions, redefining how people shop and connect. 

Sharwa operates a digital marketplace that goes beyond the traditional e-commerce model by employing gamification and a mobile-oriented solution. Its platform offers extensive product categories featuring affordable & quality household essentials.

The company also partners with established brands and independent retailers to deliver a wide selection of high-quality products to its customers. 

Sharwa goes beyond conventional online shopping, empowering its users to shop purposefully. As the platform continues to evolve and expand, Sharwa is set to shape the future of e-Commerce and create a meaningful connection between customers, sellers, and the broader community.


Year Founded: 2018

Location: Cairo, Egypt

ConvertedIn is a pioneering digital marketing and IT solutions company with a unique and innovative approach to conversion optimization. The company primarily targets e-commerce businesses with its advanced marketing and growth solutions.

Convertedin operates an AI-powered ad automation platform for e-commerce businesses. Unlike traditional marketing tools, ConvertedIn utilizes advanced algorithms and machine learning to analyze user behavior, identify patterns, and optimize conversion funnels in real time. It uses intelligent algorithms to help retailers realize their full marketing potential. 

With its wide range of products and commitment to empowering marketers, the platform enables businesses to harness the full potential of their online marketing efforts. Moreover, through its community-building initiatives, ConvertedIn contributes to the growth and knowledge advancement of the e-commerce marketing industry.


Year Founded: 2021

Location: Cairo, Egypt

Mazaya is an e-commerce company redefining B2B inventory supply in North Africa. The company caters to the procurement needs of retailers and merchants through digital means, helping them restock goods with ease from their devices.

Mazaya operates a comprehensive B2B online marketplace that serves as a one-stop shop, offering access to major brands at competitive prices. The company primarily deals in consumer electronics; hence, they give retailers an easy avenue to restock their inventory in products like smartphones, tablets, and Small Domestic Appliances,

Mazaya also operates a versatile mobile application available for Android and iOS devices, letting users easily access their platform on the go.

To drive impact, Mazaya partners with producers and retailers of consumer electronics, helping them optimize their operations, stay current and thrive in the rapidly evolving tech-inclined economy.

El Dokan

Year Founded: 2019

Location: Cairo, Egypt

El Dokan is an innovative IT Solutions company facilitating the development and deployment of efficient e-commerce platforms. The company provides Software as a Service (SaaS)-based software suite solutions designed specifically for enterprises.

El Dokan primarily offers customizable e-commerce websites and mobile apps for businesses and enterprises of all sizes. With a focus on customization and flexibility, the company’s SaaS solution allows businesses to create and manage their own branded online stores easily. The digital infrastructure offers a range of cutting-edge features, such as built-in analytics reports, marketing tools, and more.

El Dokan empowers enterprises to thrive in the digital landscape regardless of size or industry by providing robust and user-friendly SaaS solutions. El Dokan’s positive impact on the business community underscores its commitment to fostering growth and success among its users, making it a go-to choice for many brands.


Year Founded:2020 is an innovative company revolutionizing the retail industry with cutting-edge AI-driven solutions. The startup mainly targets retailers in the luxury, fashion, and beauty sectors, helping them gain actionable insights from complex data through its solution.’s primary offering is its AI-powered data analytics platform, specifically designed to cater to the needs of luxury, fashion, and beauty brands. The platform utilizes sophisticated algorithms to process vast amounts of retail data, including sales figures, customer behavior, and product preferences. It transforms gathered into actionable insights to empower retail teams to make data-driven decisions that optimize store performance and drive profitability. continually refines its recommendations through its AI algorithms, ensuring that brands stay ahead of the curve and remain responsive to market demands. The startup empowers companies to refine their strategies, optimize inventory management, and personalize customer experiences, ultimately fostering greater customer satisfaction and loyalty.


Year Founded: 2022

Location: Casablanca, Morocco

Justyol is a cross-border marketplace and e-commerce startup redefining the MENA consumer goods digital market space. Justyol stands out for its unique, native, and high-end web/application that bridges the Turkish fashion market and buyers in the MENA region.

Justyol offers a carefully curated selection of high-quality fashion products via its digital marketplace. With an emphasis on premium and trendsetting items, the platform caters to fashion-forward individuals seeking the latest styles and designs. 

Justyol has demonstrated strong investor confidence raising close to half a million dollar investment fund within a year of its commencement. With the additional capital, the company is fast expanding its reach and impact all over North Africa to serve as many consumers as possible.


Year Founded: 2009

Location: Cairo, Egypt

SIDEUP is a dynamic and innovative company advancing e-commerce logistics and supply chain management in Africa. The company offers innovative, user-centric solutions to improve the online shopping experience for buyers and goods delivery for e-commerce sellers.

The company operates a comprehensive all-in-one platform that caters to all e-commerce business needs. From local and international logistical support, storage services, and one comprehensive and real-time dashboard. This robust software streamlines supply chain processes, offering end-to-end visibility and control over inventory, warehousing, transportation, and order fulfillment.

SIDEUP enables businesses to make informed decisions and stay agile in the face of dynamic market demands. Through its innovative solutions, the company continues to significantly impact the industry, shaping the future of logistics management.


Year Founded: 2021

Location: Casablanca, Morocco

Wafr is an innovative e-commerce and retail-tech startup revolutionizing how retail brands deliver promotions to shoppers. With a unique focus on reward-based loyalty, Wafr stands out as a leading player, providing a win-win solution for retail brands and consumers.

Wafr offers a cutting-edge platform that enables retail brands to deliver targeted promotions and incentives to shoppers. Through this program, users can earn phone recharges as they shop at retail stores online. This innovative approach to loyalty rewards not only enhances the shopping experience for consumers but also fosters brand loyalty and repeat business for retail brands.

Wafr’s platform empowers retail brands to make data-driven decisions and deliver personalized promotions, improving customer satisfaction and business growth. Wafr is positively impacting the retail community by fostering loyalty and customer satisfaction. Thus, it is positioning itself as a key player in the ever-evolving retail-tech landscape.


Year Founded: 2020

Location: Cairo, Egypt

Drest is an innovative company transforming the supply of lifestyle products through digital technology. The company caters to a wide range of customer preferences with a diverse selection of ready-to-wear, beauty products, accessories, and fashion items.

Drest operates a comprehensive and user-friendly e-commerce platform. Through this platform, customers can easily access a curated collection of lifestyle products, from fashionable clothing to beauty essentials and trendy accessories. 

Whether customers are looking for casual outfits, formal attire, or the latest fashion trends, Drest’s curated selection offers something for everyone. Additionally, Drest’s user-friendly interface and seamless shopping experience contribute to customer satisfaction and loyalty, nurturing a community of loyal shoppers who return for their lifestyle needs.

Mobile Masr

Year Founded: 2021

Location: Cairo, Egypt

Mobile Masr is a pioneering deep-tech e-commerce company reshaping the electronics consumer goods market in North Africa. With a unique focus on used and new mobile devices, Mobile Masr stands out as a leading supplier of high-quality mobile technology at competitive prices.

Mobile Masr’s primary offering is a cutting-edge digital marketplace. The platform facilitates seamless transactions and ensures a secure and user-friendly shopping experience for buyers and sellers alike. The platform’s advanced algorithms and data analytics enable customers to find the best deals on used and new mobile phones and tablets, catering to their diverse needs and preferences.

With its focus on used and new devices and a range of supporting services, Mobile Masr offers a comprehensive solution for customers seeking quality mobile technology at competitive prices. By leveraging advanced technology and data-driven insights, the company continues to be a driving force in the e-commerce market, providing customers with a reliable and trustworthy platform for all their mobile-related needs.

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