In a bid to revamp the e-commerce landscape in Kenya, Asta Marketplace has introduced a pioneering layered model that combines business-to-business (B2B) and business-to-consumer (B2C) commerce. Founded by Nimrod Kibua, a seasoned programmer and entrepreneur, Asta Marketplace is poised to bridge the gap between informal and formal trade in the country.

The platform's B2B layer allows vendors to connect with other businesses, while the B2C layer enables customers to shop directly from these vendors. What sets Asta Marketplace apart is its unique approach to e-commerce, which acknowledges the informal nature of trade in Kenya. Rather than replacing existing storefronts, Asta Marketplace aims to complement them, providing vendors with a platform to scale their businesses.

One of the key features of Asta Marketplace is its digital shelf rental model, which allows customers to become vendors themselves. After renting a digital shelf and undergoing a verification process, customers can resell products, creating a new revenue stream. This model is reminiscent of Alibaba's verified sellers on Alibaba.com, but with a twist – it targets everyday users who may not own a business but want to participate in online retail.

In addition to its e-commerce platform, Asta Marketplace has also introduced the Asta Funding Hub, a service designed to help vendors access funding from angel investors, venture capital firms, and other sources. The Hub was co-founded with Dennis Guantai, a former financial analyst at Wasoko, a Kenyan B2B platform that merged with Egypt's MaxAB. The Asta Funding Hub provides vendors with online training sessions, covering essential skills such as developing term sheets, creating pitch decks, and presenting to potential investors.

The training sessions are priced in a tiered structure, with individual vendors paying KES 10,000 ($80) for three 45-minute sessions. Group training, targeted at multiple vendors from the same company, costs KES 5,000 ($40) per person. Advanced sessions, which offer hands-on support with areas like business planning and financial modeling, can cost up to KES 70,000 ($538) per engagement.

Since its launch in 2022, the Asta Funding Hub has trained over 800 vendors, with 23 successfully raising funding. While the success rate may seem low, Kibua attributes it to the rigorous checks by potential funders. Despite this, the ambition is clear – Asta Marketplace aims to train 2,000 more vendors in its next cohort, set for June.

The Asta Funding Hub's partnership with Marquee Equity, a UK-based firm that connects businesses with potential investors, is another significant aspect of its funding model. For vendors who secure funding via Marquee's network, the firm takes a 10% success fee from the funds raised, with Asta earning a 10% share of that fee. However, this model is not replicated across Asta's other investor partnerships.

Whether Asta Marketplace's layered model is sustainable or scalable remains to be seen. However, its innovative approach to e-commerce and funding support has the potential to disrupt the traditional models in Kenya. By acknowledging the informal nature of trade in the country and providing vendors with a platform to scale their businesses, Asta Marketplace is poised to make a significant impact on the e-commerce landscape in Kenya.

As the platform continues to grow and evolve, it will be interesting to see how it navigates the complexities of the Kenyan market. One thing is certain – Asta Marketplace is a game-changer in the world of e-commerce, and its innovative approach is worth keeping an eye on.