Pricepally, a Nigerian online grocery store specializing in fresh produce and packaged food, has successfully secured $1.3 million in seed funding. This funding round was supported by various investors, including Samurai Incubate, a Japanese VC that had also participated in the startup’s 2021 pre-seed round, along with contributions from SOSV, ELEA, Hi2 Global, Chui Ventures, and ex-Unilever executive David Mureithi. Pricepally plans to utilize the funds to expand its operations beyond the three cities it currently serves in Nigeria and to reintroduce group buying, aligning with its commitment to providing affordable food options for consumers.
Pricepally’s business model involves sourcing fresh produce directly from farmers, some of whom are under contract, and obtaining packaged food from manufacturers. The negotiation of prices, combined with short supply chains, allows the startup to maintain affordable supplies. Luther Lawoyin, the CEO, emphasizes the importance of transparency in their operations, stating that the company’s growth and customer retention, with existing buyers contributing over 80% of revenues, are indicative of the value proposition.
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The startup, founded in 2019 by Luther Lawoyin, Deepak Bansal, Mosun Lawoyin, and Jummai Abalaka, facilitates same- or next-day delivery through its digital channels, including an app and WhatsApp chatbot. While Pricepally outsources delivery services, it operates a network of fulfillment centers within the cities it serves.
Investors have chosen to inject funds into Pricepally for several compelling reasons. The startup’s commitment to reducing the cost of food, ensuring availability, and maintaining predictable prices aligns with the pressing issue of food insecurity in Nigeria. By eliminating numerous layers of middlemen, Pricepally maintains control over the quality and supply of its products, offering fairer prices to consumers.
Furthermore, the strategic decision to reintroduce group buying is seen as a catalyst for growth. This approach allows retail customers to join forces, unlocking wholesale prices and potentially accelerating Pricepally’s market expansion. The startup’s emphasis on transparency has resulted in steady customer growth and high retention rates, showcasing its ability to address challenges in the Nigerian e-commerce landscape and build trust with consumers.
A Look at Pricepally:
Founded in 2019, Pricepally operates in Nigeria, with its founders being Luther Lawoyin (CEO), Deepak Bansal (CTO), Mosun Lawoyin (CXO), and Jummai Abalaka (COO). The startup focuses on three primary cities but aims to expand its reach with the recent funding. Pricepally’s core mission is to provide affordable, fresh produce and packaged food, sourced directly from farmers and manufacturers.
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The startup’s unique selling points include a commitment to transparency, visible in its pricing strategies and supply chain management. By leveraging its sourcing strength and negotiating prices with farmers, Pricepally aims to contribute to solving Nigeria’s significant challenge of food insecurity. With a customer base primarily composed of retail buyers, the startup anticipates accelerated growth through the reintroduction of online group buying and the launch of April, a WhatsApp chatbot targeting the mass market in Nigeria. Rena Yoneyama of Samurai Incubate commended Pricepally’s execution ability, emphasizing the company’s success in navigating the challenges of e-commerce in Nigeria through improved service quality and customer trust.
Charles Rapulu Udoh
Charles Rapulu Udoh is a Lagos-based lawyer, who has several years of experience working in Africa’s burgeoning tech startup industry. He has closed multi-million dollar deals bordering on venture capital, private equity, intellectual property (trademark, patent or design, etc.), mergers and acquisitions, in countries such as in the Delaware, New York, UK, Singapore, British Virgin Islands, South Africa, Nigeria etc. He’s also a corporate governance and cross-border data privacy and tax expert.
As an award-winning writer and researcher, he is passionate about telling the African startup story, and is one of the continent’s pioneers in this regard