Increasing its e-commerce presence in Africa, MaxAB-Wasoko purchases Fatura to speed up its market expansion.
In a strategic move to consolidate its presence in Africa's B2B e-commerce market, MaxAB-Wasoko, an Africa-focused retail e-commerce and supply chain platform, has acquired Fatura, an Egypt-based B2B e-marketplace.
Belal El-Megharbel, CEO of MaxAB-Wasoko, stated that the acquisition 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. This acquisition aims to expand and consolidate MaxAB-Wasoko’s presence in Africa’s B2B e-commerce market by leveraging Fatura’s scalable, asset-light fintech layer integrated with MaxAB-Wasoko’s existing distribution network.
Fatura, which is projected to generate around 25% of MaxAB-Wasoko’s Egypt revenue by the fiscal year-end, brings an asset-light, scalable marketplace model to MaxAB-Wasoko. Aladdin ElAfifi, CEO of EFG Finance, stated that this integration will fuel growth and demonstrates their fintech commitment.
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 a significant step in MaxAB-Wasoko's plan to consolidate B2B commerce and fintech across Africa.
The deal, structured as an all-stock transaction without raising new capital, reflects a broader move by MaxAB-Wasoko to consolidate its operations, streamline technology and administrative functions, and focus on unit-level profitability rather than aggressive expansion. This aligns with trends in Africa’s B2B e-commerce sector, which is facing margin compression, funding limitations, and competitive pressures.
The acquisition also enhances MaxAB-Wasoko’s reach in Egypt and Kenya while positioning the company to strengthen its fintech offerings embedded in commerce. Retailers will gain broader access to credit and embedded financial services through MaxAB-Wasoko. Fatura's marketplace will be integrated and rebranded under MaxAB-Wasoko.
EFG Finance, a subsidiary of EFG Holding, is a significant shareholder in MaxAB-Wasoko as a result of the acquisition. EFG Finance gains a board seat as part of the agreement. This strategic investment by EFG Finance alongside this acquisition signals increased institutional confidence and financial backing as MaxAB-Wasoko refines its growth playbook.
Industry reports highlight that such M&A activity is part of a larger wave of tech consolidations in Africa during 2025, especially in fintech and B2B e-commerce sectors, as startups pursue regional and pan-African growth strategies. North Africa, including Egypt, has been particularly active in M&A deals, demonstrating the region’s growing importance in Africa’s digital economy.
MaxAB-Wasoko's fintech arm has doubled its business in Egypt. It now finances 9%+ of e-commerce sales, and the arm has expanded into Morocco. The integration of Fatura is aimed at driving topline growth and operational efficiencies over the next 12-18 months.
MaxAB-Wasoko's goal is to build a tech-powered future for retail across the continent. With the acquisition of Fatura, they are one step closer to achieving this goal, offering retailers a comprehensive solution for their business needs. Fatura has 626+ wholesalers onboarded across 16 cities, including 5 new cities for MaxAB-Wasoko. This acquisition is a significant step in MaxAB-Wasoko's plan to consolidate B2B commerce and fintech across Africa.
The acquisition of Fatura by MaxAB-Wasoko is not just a growth strategy; it's a step towards becoming a one-stop-shop for business solutions in Africa, integrating technology and financial services in the B2B e-commerce market. This move demonstrates the commitment of EFG Finance, a significant shareholder in MaxAB-Wasoko, to fuel growth and investment in fintech and B2B e-commerce sectors across Africa.
