Sabi Pivots to Traceable Exports After Raising $38M in Funding
Securing $38 million in Series B funding was a defining moment for African B2B e-commerce platform Sabi. However, the company is now taking a bold new direction. After laying off approximately 20% of its workforce—about 50 employees—Sabi pivots to traceable exports, aiming to meet global demand for ethically sourced commodities. The decision marks a strategic shift from a retail-focused model to an export-driven business, prioritizing transparency, traceability, and ESG compliance in commodity trade. As international buyers tighten standards, Sabi’s new focus may set the tone for Africa’s next wave of digitally enabled commerce.
From Informal Retail to Ethical Export: Why Sabi Is Shifting Gears
Sabi started in Lagos during the height of the COVID-19 pandemic, offering a digital infrastructure to informal retailers looking to streamline inventory and sales. Over time, it evolved into a fast-moving consumer goods (FMCG) marketplace with embedded financial services and a merchant base that ballooned to over 300,000 across Nigeria and Kenya. By mid-2023, it boasted $1 billion in annualized GMV, a clear indicator of its regional impact. However, B2B e-commerce in Africa often suffers from thin margins and capital-heavy logistics. While competitors struggled with sustainability, Sabi took a lean approach—but even this wasn’t enough to ignore broader market realities.
By 2024, the signs were clear: international demand was rising not just for African goods, but for goods that were traceable, responsibly sourced, and ESG-compliant. Sabi had already started laying the groundwork for this pivot, and the launch of TRACE (Technology Rails for African Commodity Exchange) earlier this year formalized its new direction.
TRACE: The Technology Powering Sabi’s Export Evolution
Sabi pivots to traceable exports through its TRACE vertical, focusing on Africa’s rich supply of minerals and agricultural commodities. Lithium, cobalt, tin, and various cash crops are now at the center of its business model. These resources are in high demand from buyers in the U.S., Europe, and Asia—but only if they come with full transparency and traceability. TRACE leverages technology to create a digital paper trail from source to buyer, integrating supply chain verification with real-time logistics and compliance data. This approach not only meets international requirements but also empowers African producers by connecting them directly to global markets.
TRACE has grown rapidly since its inception. Sabi now exports over 20,000 tons of commodities each month, and the company has expanded operations into the U.S. while hiring senior executives to lead this new phase. For Sabi, the pivot isn’t just a cost-saving move—it’s a bet on where African commerce is heading next.
What Sabi’s Pivot Means for Africa’s Digital Trade Future
Sabi’s shift comes at a pivotal time for African commerce. Startups are being forced to rethink scale and sustainability, especially those operating in capital-intensive sectors like B2B logistics. Sabi’s decision to reduce staff while doubling down on an asset-light, export-focused business reflects a broader trend toward leaner, globally integrated operations. The focus keyword sabi pivots to traceable exports is more than a headline—it’s a strategic repositioning that could influence how other African tech companies approach growth in the coming years.
By aligning with global ESG demands and deploying technology to enforce traceability, Sabi positions itself as a credible, modern bridge between Africa’s resource potential and the world’s evolving trade standards. For founders, investors, and policymakers, this move signals that the future of African tech may depend less on copying Western retail models and more on solving Africa-specific trade challenges with innovative, ethical tech.
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