In the vibrant, often chaotic, informal markets that form the backbone of African commerce, a Tanzanian startup is quietly orchestrating a revolution. Sumet Technologies, a tech-driven startup founded in 2022, is tackling the complex challenges of fast-moving consumer goods (FMCG) distribution, connecting brands with local retailers and unlocking growth potential in a vital yet often underserved sector.
Sumet’s approach is rooted in a deep understanding of the unique dynamics of African markets. Founder and CEO Hazem Afify, a seasoned entrepreneur with a background in technology and supply chain operations, recognized the systemic inefficiencies that hampered both suppliers and retailers. “Traditional distribution models often struggle to reach the fragmented and informal retail landscape,” explains Afify. “We saw an opportunity to leverage technology to streamline the process, reduce costs, and create value for all stakeholders.”
The company’s platform connects suppliers with a network of over 6,500 active retailers across all 26 regions of mainland Tanzania. By utilizing data-driven algorithms and predictive analytics, Sumet optimizes delivery routes, manages inventory, and mitigates credit risks, simplifying the often cumbersome process of getting products onto shelves. This tech-first approach has yielded impressive results, with Sumet reporting 15x growth since the second quarter of 2023 and a tripling of its team to over 70 employees.
A critical challenge Sumet addresses is the high cost and high failure rate associated with introducing new brands to the African market. Traditional market entry strategies often prove prohibitively expensive for both established companies and emerging local producers. Sumet offers a streamlined, tech-enabled distribution model that significantly reduces these barriers, enabling brands to efficiently reach consumers. This has been particularly successful with Sumet Technologies’ own insecticide brand, Ex-pido, which has rapidly become one of the top three insecticide brands in Tanzania, demonstrating the power of their distribution network.
Afify co-founded the company alongside Chief Commercial Officer Abdallah Omar, who has over 20 years of experience in commercial growth and market expansion, and Chief Technology Officer Mahmoud Tawfik, who brings 19 years of experience in technology, having worked for companies such as Aramco and Schneider Electric across multiple continents. Afify says their team is driving the development of Sumet’s scalable platform, with their combined expertise in entrepreneurship, market strategy, and technological innovation playing a key role in the company’s rapid growth.
“Our focus is not just on growth metrics, but on meaningful impact,” says Abdallah Omar. “We’re empowering local entrepreneurs by providing them with access to a wider range of products and the tools they need to succeed. At the same time, we’re building an ecosystem where businesses thrive and communities prosper.”
Mahmoud Tawfik reinforces this conviction, emphasizing the role of innovation in Sumet’s approach. “We are continuously developing new solutions — from predictive analytics to robust distribution networks — to meet the market’s evolving needs,” he says. “Our technology platform is the backbone of our operations, allowing us to scale efficiently and deliver lasting value to our partners.”
Looking ahead to 2025 and beyond, Sumet Technologies has ambitious plans. The company is preparing to launch a complete product range under the Ex-pido brand and introduce new brands designed to fill key market gaps and capitalize on high-growth opportunities. Sumet is also actively exploring expansion into other African markets, with a long-term vision of becoming a leading pan-African FMCG distribution platform.
“We are committed to building a legacy of shared prosperity,” says Afify. “Together with our partners, investors, customers, and dedicated team, we are paving the way for a more inclusive and dynamic African economy. These are still the early days; we’re just getting started.”