Maad

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.