Empowering Brick-and-Mortar with E-Commerce

TLG Trade, a Kenyan startup founded in 2020, is addressing the digital commerce gap by providing physical businesses with accessible and scalable online storefronts. The company enables businesses to create branded shops that integrate digital marketing tools and secure escrow payments.

Meeting Modern Consumer Expectations

According to TLG Trade founder Joseph Macharia, today’s consumers research products extensively online before making purchase decisions. By offering a comprehensive e-commerce solution, TLG Trade helps businesses capture this critical stage in the customer journey.

“While physical location has traditionally been key, the internet now offers an equal playing field,” Macharia explained. “Consumers want to compare prices, features, and reviews before buying – something our platform facilitates seamlessly.”

Currently, only 24% of businesses across Africa have online visibility. TLG Trade aims to expand this number by offering an affordable alternative to complex e-commerce platforms.

Pilot Success Fuels Expansion Plans

The startup recently completed a successful pilot program onboarding 150 sellers in just 30 days, providing valuable insights for system improvements. While current growth has been measured due to the need for extensive market awareness campaigns, TLG Trade is strategically partnering with influencers and other entities to accelerate adoption.

TLG Trade operates on a fee-based model for businesses listing their products while maintaining plans to expand across Africa within 10 years, starting with Nairobi as its initial focus.