Maad
A digital commerce platform for Senegal’s traditional retailers and FMCG brands, offering mobile ordering, e-money wallet, working-capital loans, and supplier analytics.

Is Maad right for you?
Best for
- Senegal corner shops
- Traditional retailers
- FMCG brands
- Stock reordering teams
- Retail sales reps
What it does well
- Mobile stock ordering
- Under-24h delivery
- E-money wallet payments
- Working-capital loans
- Supplier analytics
Things to check
- Delivery area coverage
- Loan eligibility rules
- Loan repayment terms
- Wallet cash-out options
- Minimum order size
Maad is a digital commerce and FMCG distribution platform for traditional retailers (boutiquiers) in Senegal and FMCG brands or suppliers that want data-driven access to retail demand.
Key capabilities include:
- Retailer ordering app to buy from 1,000+ FMCG references, with delivery in under 24 hours
- Shop management tools to help boutiquiers manage day-to-day store operations
- Electronic money wallet plus loans for working capital to support restocking
- Supplier SaaS analytics with real-time product performance tracking (sales, customers, order size, product availability) and competitive benchmarking, plus mobile tools for field sales and trade marketing
Available on Android and iOS for retailers, with WhatsApp ordering support; suppliers and partners can access a web dashboard.
Target users include traditional retail shop owners buying branded consumer goods and FMCG suppliers or brands looking to monitor performance and promote products to an estimated 20,000 retailers in the network.
The platform is notable in francophone Africa for focusing on digitising traditional commerce in Senegal, combining logistics-enabled ordering with financial services (wallet and working-capital loans) and a data layer that helps brands track availability and sales performance in near real time.
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