Pricepally Raises $1.3M to Scale Affordable Grocery Delivery Across Nigeria
Nigerian online grocery platform Pricepally has secured $1.3 million in seed funding to expand its operations, reinforcing its mission to make fresh produce and packaged food more accessible and affordable. The round was backed by prominent investors, including Samurai Incubate, SOSV, ELEA, Hi2 Global, Chui Ventures, and ex-Unilever executive David Mureithi.
Strategic Expansion and Group Buying Relaunch
With this fresh capital, Pricepally plans to:
- Expand beyond its current three-city footprint in Nigeria.
- Reintroduce group buying, enabling consumers to pool orders and unlock wholesale prices.
- Enhance its digital channels, including its app and WhatsApp chatbot, for seamless same- or next-day deliveries.
The startup operates a network of fulfillment centers but outsources last-mile delivery, ensuring efficiency while scaling operations.
Tackling Food Inflation and Supply Chain Challenges
Founded in 2019 by Luther Lawoyin (CEO), Deepak Bansal (CTO), Mosun Lawoyin (CXO), and Jummai Abalaka (COO), Pricepally addresses Nigeria’s rising food costs and supply chain inefficiencies. By sourcing directly from contracted farmers and manufacturers, the platform cuts out middlemen, ensuring lower prices and consistent supply.
“We’ve taken out several layers of intermediaries, which allows us to offer fairer prices while maintaining quality control,” said Luther Lawoyin. “Our goal is to combat food insecurity by leveraging our sourcing strengths.”
Customer-Centric Growth Strategy
Pricepally’s success is driven by:
- High retention rates: Over 80% of revenue comes from repeat customers.
- Retail focus: 70% of its user base consists of individual buyers who pay upfront, improving cash flow and margins.
- Transparency: Real-time price research and direct farmer relationships build trust.
The company also recently launched April, a WhatsApp chatbot tailored for Nigeria’s mass market, where WhatsApp dominates digital communication.
Investor Confidence in Execution
Rena Yoneyama of Samurai Incubate highlighted Pricepally’s adaptability in Nigeria’s challenging e-commerce landscape:
“Pricepally’s ability to earn customer trust and maintain healthy unit economics sets them apart. Their repeat customer base proves the model works.”
As food prices continue to rise, Pricepally’s group-buying feature and expansion plans position it as a key player in Nigeria’s fight for food affordability and security.
Image Credits: Pricepally
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