Digitizing the Distribution Chain: OmniRetail’s New Offering Targets FMCG Growth

As Nigeria and Kenya’s fast-moving consumer goods (FMCG) market continues its expansion—growing by 18.1% in value last year alone—challenges remain in distribution efficiency.

OmniRetail, a B2B e-commerce platform operating across Nigeria, Ghana, and Côte d’Ivoire, is addressing this with OmniOne, a new digital platform designed to connect manufacturers directly to their distribution networks.

A Holistic Approach to Trade Digitization

Built on the foundation of OmniBiz—the company’s existing marketplace for retailers—OmniOne extends that infrastructure by adding real-time data visibility and embedded financial services. This integrated approach aims to solve key pain points in traditional FMCG distribution:

• Fragmented networks: Manufacturers often rely on multiple distributors, sub-distributors, and informal retailers.
• Manual processes: Orders typically placed via phone or in-person visits.
• Payment delays: Funds split across various channels.
• Limited visibility: Lack of real-time data on demand, inventory, and sales performance

“OmniOne connects four elements that usually operate separately: goods, payments, credit, and data,” explains Deepankar Rustagi, founder and CEO of OmniRetail. “This helps manufacturers make smarter decisions while reducing manual work for distributors.”

Key Features & Benefits

• Centralized dashboard: Provides a single view of sales performance, customer analytics, inventory levels, and distributor activity.
• Embedded financial services: Access to working capital, digital payments, credit lines based on transaction data—not just traditional collateral.
• Automated processes: Streamlines order placement, payment tracking, and reconciliation.
• Improved forecasting: Real-time demand visibility enables better production planning.

The platform integrates with over 14 financial institutions to offer a range of services directly within the trade workflow.

With visibility into 500,000+ monthly orders worth $182 million across 10,000 distributors and 100,000 retailers, OmniRetail is positioned to become a key enabler for FMCG growth in West Africa.