Yassir, the North African mobility and delivery superapp, has acquired the Uno hypermarket chain from Algerian industrial conglomerate Cevital. The financial terms of the deal remain undisclosed, but the acquisition marks a significant pivot for the startup from pure digital services into physical retail and logistics.
The move comes less than a month after pan-African e-commerce platform Jumia officially exited the Algerian market. By acquiring an established physical retail network, Yassir is positioning itself to absorb the resulting market vacuum while securing the logistics infrastructure required to scale its e-grocery and delivery operations.
The shift to omnichannel retail
Founded by Cevital in 2007, Uno has been a legacy player in Algeria’s retail sector for nearly two decades. Its real estate portfolio includes directly owned properties in Bouira and Aïn Defla, alongside strategic leased locations in high-density commercial centres in Algiers and Sétif.
Following the acquisition, the hypermarkets will be rebranded as Yassir Market. The company’s founder, Noureddine Tayebi, is leveraging the physical spaces to build an omnichannel “Retail Tech” platform.
The first rebranded flagship site is slated to open in Bab Ezzouar, Algiers, during Ramadan 2026. The new operational model will integrate Yassir’s digital ecosystem directly into the physical shopping experience:
- In-store tech: Interactive kiosks to streamline the purchasing process.
- Fulfilment: Dedicated Click & Collect infrastructure for online grocery orders.
- Fintech integration: Direct payment via the Yassir Cash digital wallet, alongside the rollout of the Yassir+ loyalty programme across both physical and digital channels.
Yassir’s retail strategy is expected to expand beyond the existing Uno locations. The company plans to acquire additional regional retail brands and launch a network of convenience stores through both proprietary and franchise models.
An ongoing M&A spree
The Uno acquisition is the latest in a series of strategic expansions by Yassir to consolidate its footprint across North Africa and Europe.
In 2024, Yassir acquired KooL, a prominent Tunisian food delivery startup, to accelerate its expansion in Tunis. Prior to that, Yassir was part of a consortium — alongside Flink France’s general manager Guillaume Luscan and its German parent company — that rescued French express grocery delivery service Flink France from liquidation, saving 270 jobs following the collapse of sector competitors Gorillas and Getir.
The physical retail play aligns with Yassir’s growing capitalization. The startup is rumoured to have recently reached unicorn status (a valuation over $1bn) following an undisclosed internal Series C round reportedly worth $104.95m. Yassir has not publicly confirmed the valuation.
Prior to this internal round, Yassir had raised $193m in total funding, heavily anchored by a $150m Series B. The Y Combinator alumni is backed by a roster of high-profile Silicon Valley and international investors, including Sequoia Capital, BOND, Quiet Capital, DN Capital, and P1 Ventures.
Why Now?
The timing of the Uno acquisition is unlikely to be coincidental. Jumia’s recent exit from Algeria highlighted the immense logistical and payment hurdles of doing business in North Africa without a deep physical presence.
By owning the hypermarkets, Yassir solves three problems at once:
- Inventory Control: Direct management of the supply chain.
- Brand Trust: A physical “face” for a digital brand.
- Fintech Adoption: Forcing the adoption of Yassir Cash at the point of sale.
The acquisition comes with a risk. Managing large-scale physical retail is a low-margin, capital-intensive business — a far cry from the asset-light origins of a ride-hailing app.
However, if Tayebi can successfully integrate the “SuperApp” ecosystem into the aisles of Bab Ezzouar, Yassir may provide the blueprint for how tech companies can finally crack the North African consumer market where others have failed.