OmniRetail, a business-to-business (B2B) e-commerce platform that operates in Nigeria, Ghana, and Côte d’Ivoire, has launched OmniOne, a digital platform designed to help fast-moving consumer goods (FMCG) manufacturers scale their distribution network and operations.
OmniRetail already operates a B2B e-commerce marketplace for retailers through OmniBiz, its core commerce engine. OmniOne is the company’s attempt to extend that infrastructure to manufacturers by turning its distribution network into a system that also delivers data visibility and financial services.
According to data from NielsenIQ, a market research and consumer insights company, Nigeria and Kenya’s FMCG market grew by 18.1% in value in 2023 compared to the previous year, with traditional trade contributing 98% to the retail landscape in 2023. Still, the distribution layer powering this market remains fragmented.
Manufacturers rely on a network of distributors, sub-distributors, and informal retailers, where orders are often placed by phone or during in-person visits, and payments are split across multiple channels, resulting in delays and missed sales opportunities. OmniRetail is betting that by connecting these processes, it could unlock value across the chain.
