Africa-wide e-commerce expansion hastened with MaxAB-Wasoko's purchase of Fatura
MaxAB-Wasoko, an Africa-focused retail e-commerce and supply chain platform, has made a strategic move by acquiring Fatura, an Egypt-based B2B e-marketplace. This acquisition marks a shift from traditional e-commerce expansion towards embedding fintech services, particularly digital lending, into its B2B platform.
The integration of Fatura is aimed at driving topline growth and operational efficiencies over the next 12-18 months. Aladdin ElAfifi, CEO of EFG Finance, which is now a significant shareholder in MaxAB-Wasoko following the acquisition, expressed his excitement about the partnership.
Since merging in 2024, MaxAB and Wasoko have been on a mission to unify fragmented supply chains and retail ecosystems. The acquisition of Fatura is more than a growth play; it's the realization of their ambition to become the go-to, one-stop-shop for retailers throughout Africa, as stated by Belal El-Megharbel, CEO of MaxAB-Wasoko.
Fatura operates an asset-light, scalable marketplace model, having onboarded 626+ wholesalers across 16 cities, including 5 new cities for MaxAB-Wasoko. The acquisition is expected to contribute 25% of MaxAB's Egypt revenue by the end of 2025.
MaxAB-Wasoko's fintech arm has doubled its business in Egypt and expanded into Morocco. With the integration of Fatura, the fintech arm now finances 9%+ of e-commerce sales. EFG Finance, a subsidiary of EFG Holding, gains a board seat as part of the agreement, demonstrating EFG Finance's commitment to fintech.
The acquisition reinforces a broader trend in Africa’s B2B e-commerce sector where companies are recalibrating from low-margin, warehouse-dependent physical distribution models towards fintech-enabled platforms offering embedded financial products such as digital credit. This shift aims to boost profitability and merchant engagement across informal retail segments that dominate African wholesale trade.
The deal exemplifies a growing African tech ecosystem trend where mergers and acquisitions, especially in fintech and B2B e-commerce, are becoming a key driver of market consolidation and maturity. The African tech M&A volume hit record levels in H1 2025, with fintech leading and several deals focused on expanding the geographic and product footprint inside and outside Africa.
In summary, MaxAB-Wasoko’s acquisition of Fatura is a pivotal move in its transition to a fintech-enabled B2B e-commerce model. This strategy aims to improve margins, deepen fintech penetration in the informal retail sector, and sustain long-term growth in a maturing and increasingly competitive African B2B market. This latest move signals MaxAB-Wasoko's intent to dominate Africa's B2B e-commerce space and build a tech-powered future for retail across the continent. The Fatura marketplace will be integrated and rebranded under MaxAB-Wasoko.
Business and finance are key elements in MaxAB-Wasoko's strategic move, as they aim to integrate Fatura, an Egypt-based B2B e-marketplace, to drive growth and efficiency. The acquisition also reinforces the integration of technology, specifically fintech services, into their B2B platform, with MaxAB-Wasoko's fintech arm now financing a significant proportion of e-commerce sales.
