As the cost of living continues to skyrocket in some parts of the global economy, food expenses weigh heavily on countless households. This issue is prevalent in Africa, where many families spend an inordinate proportion of their income on necessities. The high cost of groceries, driven by fragmented supply chains and logistical inefficiencies, deepens economic disparities and hampers access to essential goods. Thus, Cathy Chepkemboi is working to alleviate these challenges for African households.
Having witnessed the challenges within Kenya’s retail industry, including inflated prices and inefficient distribution networks, she was inspired to introduce a social commerce platform called Tushop in 2021. This platform leverages the power of community buying to make groceries more affordable and accessible to households across Kenya.
Chepkemboi’s Tushop model
Tushop purchases goods directly from manufacturers and farmers at wholesale rates. At the same time, Community Leaders collect grocery orders from households in the community to buy from the social commerce platform in bulk. This approach reduces the overall cost of groceries and ensures that fresh produce and household essentials are delivered directly to consumers’ doorsteps.
The platform fosters economic relief for households in Kenya. By aggregating orders and purchasing directly from manufacturers and farmers, Tushop can offer consumers savings of up to 60% on groceries compared to traditional retail channels. This enables families to stretch their budgets further, alleviating financial pressure and increasing disposable income for other necessities.
Cathy Chepkemboi has in-depth experience in the fast-moving consumer goods (FMCG) industry. Having earned a degree in International Relations from the University of Pennsylvania, she worked with Unilever, where she held key roles in brand management and sales in Kenya and the United Kingdom.
Leveraging those experiences, Chepkemboi has created an income generation system where community leaders, who act as intermediaries between Tushop and local consumers, earn commissions for coordinating orders and deliveries. This system encourages social entrepreneurship and provides supplementary income, empowering individuals to improve their livelihoods.
The platform has eliminated the need for time-consuming trips to distant markets through their doorstep delivery services. This makes quality goods accessible to even the most underserved areas. Every customer benefits from the convenience of having fresh produce and household essentials delivered directly to their doorsteps,
Chepkemboi eyes pan-African expansion
Tushop has not only expanded its operations across Kenya but has also attracted significant investment. In 2022, the company secured $3 million in pre-seed funding, enabling it to enhance its technological infrastructure and broaden its reach.
Meanwhile, Chepkemboi’s vision extends beyond Kenya. She envisions a future where Africans spend no more than 10% of their income on food, a stark reduction from the current average of 46% in Kenya. Through strategic expansion and continued creativity, Tushop aspires to make affordable groceries a reality for millions across Africa, fostering economic empowerment and improving quality of life.
