Empowering Africa’s Digital Retailers: Kamel’s Revolutionary E-commerce Platform

MEST Africa
3 min readJul 17, 2023

According to findings by BCG in 2022, Africa’s retail industry is undergoing a transformative shift driven by the continent’s growing digital ecosystem and a rising generation of young, educated, and digitally engaged vendors. These visionary entrepreneurs are embracing digital solutions, such as online marketplaces and digital payment systems, to modernize their retail businesses.

Kamel, a MEST portfolio company, recognizes the potential of this evolving group of retailers and aims to revolutionize the way Africans sell and buy online. It was founded to offer small and medium-sized retailers a seamless way to transact across multiple digital channels. As the business has grown, it has evolved to include a game-changing reseller model and verified review system that promises to exponentially build trust in and drive growth for Africa’s digital retailers.

Expanding Reach Through a Community of Resellers:

For small vendors and individual entrepreneurs, expanding their customer base can be a daunting task. However, Kamel addresses this challenge by connecting vendors with a vibrant network of resellers. Leveraging the resellers’ extensive social networks, vendors can significantly broaden their reach, leading to increased sales and heightened business awareness. Research indicates that 74% of consumers make purchase decisions based on word-of-mouth recommendations. Kamel’s community of resellers not only empowers vendors but also strengthens the bonds within communities, creating economic benefits that extend throughout local networks.

Enabling Multi-channel Retail for Small and Medium Vendors

Adaptability and versatility across multiple platforms are essential for business success. Kamel empowers small and medium-sized vendors to effortlessly sell and manage their online stores across popular social media channels such as Facebook, Instagram, Twitter, and WhatsApp. Recent data reveals that Africa’s active social media user base exceeded 380 million in 2022, offering a vast market that Kamel effectively taps into. By harnessing the power of social media, Kamel ensures products are easily accessible to a wider audience, granting retailers unprecedented visibility and fostering heightened customer engagement.

Building Trust in Digital Retailers with Verified Reviews

Trust is the cornerstone of any thriving retail operation, and Kamel has prioritized this vital element from the outset. Recognizing the significance of customer reviews, Kamel has implemented a robust system that allows customers to provide verified feedback and ratings for both products and vendors. Studies reveal that 84% of consumers trust online reviews as much as personal recommendations when making a purchase. By cultivating a sense of community among buyers and facilitating informed decision-making, Kamel has built an environment where trust thrives, fostering long-lasting relationships between vendors and customers.

In essence, Kamel’s journey in the e-commerce space exemplifies a comprehensive retail solution designed for the digital age. By offering a seamless online retail experience, fostering trust through verified reviews, and expanding customer reach through a well-motivated reseller community, Kamel is not just facilitating retail, it is transforming lives, propelling economic growth, and redefining the retail landscape in Africa.

Learn more about Kamel.



MEST Africa

The largest Africa-wide technology entrepreneur training program, internal seed fund, and network of hubs offering incubation for startups: www.meltwater.org