OmniRetail- 10 Brands to Watch 2025
OmniRetail
Full Name | OmniRetail |
Year of Establishment | 2019 |
Website | |
Headquarters / Regions | Lagos, Nigeria; active in Ghana and Côte d’Ivoire |
Founder / Leadership | Deepankar Rustagi (Founder & CEO) |
Core Offerings | Mplify (distributor tools), OmniBiz (retailer ordering), OmniPay (embedded payments & BNPL) |
Scale & Reach | 200+ manufacturers; 5,800 distributors; 150,000+ informal retailers |
Profitability Status | EBITDA positive (2023); net profitable (2024) |
Transactions & Finance Stats | ₦1.3 trillion processed in 2024; ₦19 billion monthly BNPL disbursements with near-zero defaults |
Recent Funding | US$20 million Series A (April 2025) – Norfund, Timon Capital, others |
Expansion Tools | OmniHub micro-fulfillment franchise (50 launched; target 300 by 2025); AI-driven predictive procurement |
Best Known As | West Africa’s fastest-growing, profitable FMCG B2B-commerce platform; a tech-first enabler of informal retail and embedded finance |
OmniRetail, a Nigerian B2B e-commerce and embedded-finance platform, was founded in 2019 by technology entrepreneur Deepankar Rustagi. The company was developed with the vision of transforming traditional FMCG distribution in West Africa by digitizing fragmented supply chains and empowering informal retailers with seamless access to inventory, logistics, and financial services.
At the core of OmniRetail’s operation is its “network of networks” model, an asset-light ecosystem connecting manufacturers, distributors, and retailers through three integrated platforms: Mplify (distributor tools), OmniBiz (retailer ordering), and OmniPay (embedded payments and credit). The company serves over 200 leading manufacturers (including Coca-Cola, Unilever, Kellogg’s), nearly 5,800 distributors, and more than 150,000 informal retailers across Nigeria, Ghana, and Côte d’Ivoire.
OmniRetail achieved EBITDA profitability in 2023 and turned net-profit positive in 2024, an uncommon feat for African B2B commerce startups. In 2024, its embedded-finance arm processed a staggering ₦1.3 trillion in transactions, and its Buy-Now-Pay-Later (BNPL) product, OmniPay, disbursed over ₦19 billion monthly with near-zero default rates.
In April 2025, OmniRetail secured a pivotal $20 million Series A equity round,led by Norfund (marking Norfund’s first direct investment in an African startup) and Timon Capital, with follow-on support from Ventures Platform, Aruwa Capital, Goodwell Investments (via uMunthu Fund), and Flour Mills of Nigeria.
