The rise and fall of the B2B e-commerce marketplace
Across Africa, the Middle East, and Asia, B2B marketplaces like Wasoko, Sary and MaxAB raised hundreds of millions to digitise informal retail, backed by aggressive growth capital from kingmakers like Tiger Global. But when subsidised expansion collided with razor-thin margins, the category unravelled. Inside the boom, the bust, and the quiet pivot of the survivors.