Born out of the notice that informal markets, often referred to as 'souks' or 'dukas' in Ethiopia, are underserved by traditional market players and distributors. The solution aims to bridge this gap. 

Jemla is a business-to-business e-commerce platform developed by an Ethiopian startup that enables informal shop owners to source supplies from distributors of fast-moving consumer goods (FMCG). Founded in 2019 by Estephanos Zewdie and based in Addis Ababa, the startup aims to empower informal businesses by enhancing their operations and financial stability.

"Part of our mission is to provide retailers with access to essential financial services. We understand the importance of financial empowerment in driving business growth and sustainability," the startup states.

Jemla's solution is accessible through a mobile application available exclusively on Android. Users can create an account to connect with various suppliers on the platform. Depending on their inventory needs, they can place orders and receive deliveries the next day directly to their shops. This system ensures that retailers maintain adequate stock levels to consistently meet customer demand.

In addition to its core services, Jemla offers supplementary support. The startup collects data from each shop to provide financing options, credit facilities, or deferred payment plans. "We plan to leverage the transaction data from these retailers to facilitate access to 'Buy Now, Pay Later' (BNPL) services and financial products from banks and financial institutions, thereby improving their cash flow and financial stability," explains Estephanos Zewdie.

Currently operating solely in Addis Ababa, Jemla serves over 12,000 retailers on its platform. However, the startup has no immediate plans for expansion beyond its local market, focusing instead on replicating its successful model in other cities across Ethiopia.

Adoni Conrad Quenum