In a significant boost to South Africa’s tech ecosystem, Google has announced six startups selected for its 2024 cohort of the Google for Start-ups Accelerator Africa: Black Founders programme. The initiative, which seeks to support Black-owned technology startups across the continent, will offer a comprehensive range of resources aimed at promoting digital transformation and socioeconomic inclusion in African communities.

The announcement, made during the Africa Tech Festival, follows Google’s recent invitation for Black-owned South African startups to apply to its hybrid accelerator initiative, set to run through March 2025. Each of the selected startups will receive up to $55,000 in non-dilutive funding and up to $200,000 in Google Cloud credits, marking a significant investment in the region’s growing tech landscape.

Folarin Aiyegbusi, Google’s head of Start-ups Ecosystem for Africa, highlighted the critical role startups play in both economic and social development, noting that Google’s initiative aims to address unique operational and growth challenges faced by African entrepreneurs. “Beyond funding and cloud credits, we’ll be providing tailored mentorship and one-on-one training to help these startups overcome the specific challenges they face in scaling their businesses,” Aiyegbusi said. This hands-on approach, he added, underscores Google’s commitment to fostering a supportive tech ecosystem on the continent.

The six startups selected are diverse in their missions and services, spanning e-commerce, logistics, fintech, and fashion. Each business is focused on addressing gaps in accessibility, efficiency, or market reach within African communities:

• Aveade: A digital marketplace that connects buyers and sellers, Aveade emphasizes accessibility and product diversity. By offering a broad range of goods, it seeks to empower vendors and make online shopping more inclusive.
• Breaze Delivery: This on-demand delivery platform connects businesses with a network of drivers to streamline delivery logistics, supporting companies in enhancing their last-mile delivery options.
• Mapha Logistics: Designed to cater to township, peri-urban, and rural merchants, Mapha Logistics provides digital tools to streamline business operations, aiming to bring greater efficiency to traditionally underserved areas.
• Swagshack: A street fashion order and delivery service, Swagshack acts as an intermediary between emerging fashion brands and consumers, offering a platform for independent designers to reach a broader market.
• Vuleka: This e-commerce and fintech platform supports informal township businesses, connecting them to customers through both online and offline channels to expand their reach and improve financial inclusion.
• Wisi-Oi: A video-based resale platform for pre-loved fashion, Wisi-Oi caters to the growing trend of sustainable fashion by enabling users to buy and sell secondhand clothing.

The programme’s emphasis on networking and mentorship reflects Google’s broader mission to foster digital inclusion across the continent. Google states that past beneficiaries from the Black Founders Accelerator and Black Founders Fund, spanning Africa, Europe, Brazil, and the United States, have collectively received over $30 million in funding to expand their businesses.

“We are thrilled to see how these startups will leverage this opportunity to bridge digital gaps and enhance accessibility for communities across South Africa and beyond,” Aiyegbusi concluded, underscoring Google’s dedication to empowering African entrepreneurs to bring transformative change to their communities.

As part of the larger Black Founders initiative, Google aims to create a ripple effect across the continent by nurturing innovation in African tech, promoting job creation, and advancing social development.