Empowering Women Via Social Commerce


Brimore co-founders CEO Mohamed Abdulaziz and CBO Ahmed Sheikha couldn’t fathom why new manufacturers weren’t discovering success in Egypt regardless of hundreds of thousands of price-sensitive customers awaiting deal.

After researching and taking into cognizance the facility of social commerce, they launched a Cairo-based agency Brimore. Brimore – was coined out of “carry” and “extra” – with a watch to capitalise on the area’s ecommerce increase.

Egypt Consumer Ecommerce

The Brimore enterprise mannequin deliberated to attach suppliers and group sellers. They promise suppliers the creation and technology of demand as 95% of them are comparatively unknown.

Trying on the prevalence of social media they envisioned to attach incipient model homeowners with a community of micro sellers on social media. The sellers – predominantly consisting of girls, would promote in addition to refer merchandise of their social circles. This ensured dependable market entry for suppliers and revenue alternatives for sellers’.

Ecommerce firms into social commerce

Beginnings and Funding Of Brimore

The beginning-up started with 5 staff and now accounts for 700. It has big community of 75,000 energetic sellers and 300 suppliers. The product classes embrace: family items, private care, vogue, electronics, furnishings and meals and drinks. There are round 8,000 merchandise classes.

Brimore labels itself as the most important social ecommerce app in Africa by way of variety of customers and income, which is guarded data.

Brimore raised $800,000 in a seed spherical in April 2019 which was co-led by Algebra Ventures and Endure Capital. There was participation from 500 Startups, Flat6Labs and angel buyers.

Brimore Business Model logo

After which they raised one other $3.5 million in a pre-series A spherical in Could 2020. The pre-series A Spherical concerned Algebra Ventures with the participation of DisrupTech, Imaginative and prescient Ventures and different present buyers 500 Startups and Flat6Labs.

This sector surged 52% to hit $22 billion on the finish of 2020. 80% of the transactions was house to Egypt, Saudi Arabia and the UAE.

How Brimore Works

Brimore believes working with small ‘n’ medium sized Egyptian factories and shopping for a significant portion of their capability. This augments the economics of the manufacturers considerably in a optimistic method.

The merchandise are then equipped to their community of sellers. 9 out of their 10 sellers are girls residing in rural areas exterior Cairo and Alexandria.

Online Shopping Trend

The tip client who’s characteristically price-sensitive and brand-insensitive has entry to merchandise that serves them properly. The vendor has bought his product with out a lot ado and his model now has been observed. The sale happened in a socially acceptable method and its potential has risen. The social cloth of Egypt features on the entire.

Firm profile

  • Firm: Brimore
  • Date began: 2017
  • Founders: Mohamed Abdulaziz and Ahmed Sheikha
  • Based mostly: Cairo, Egypt
  • Sector: Social e-commerce
  • Dimension: 700 staff

Future Funding Prospects

New buyers have joined for the third spherical comprising of: Algebra Ventures, Fawry, Flourish Ventures and the Worldwide Finance Company (IFC).

Egyptian FinTech Fawry acquired a minority stake in Brimore at $1 million in September. The IFC said in August their intent for an fairness funding of $5 million in direction of constructing infrastructure, operational superiority and enlargement.

Brimore business model

This worthwhile for each Brimore and Fawry, as Fawry’s community of 230,000 retailers shall be integrated to Brimore’s distribution platform. Now Brimore’s shoppers can entry Fawry’s digital funds and monetary companies.

Social Ecommerce Beginnings

When Brimore started this enterprise the impetus of social commerce world over wasn’t like now.

There are different related success tales that served as beacons, resembling Meesho in India rolled out in 2015. Meesho allows small companies and people to launch on-line shops utilizing social channels like Facebook, WhatsApp, or Instagram.

Meesho has raised $1.1 billion thus far in funding. This consists of an fairness funding from Facebook in 2019. Meesho includes of 60,000 suppliers and 17 million resellers off which 15 million are girls.

MENA Region Ecommerce

Brimore Business Mannequin

Brimore’s enterprise mannequin helps sellers create promotional materials to be share by way of social media or bodily. After receiving an order sellers place a consolidated order which is relayed to the central warehouse to be fulfilled and delivered to shoppers.

Regardless that they by no means focused girls explicitly, the traction from girls outnumbered males. Since Brimore invests in stock, this guarantee 25 – 40% revenue margin for sellers.

Brimore has additionally launched a microfinancing program, providing credit score amenities to sellers. This enhances monetary literacy amongst sellers and the agency earns by way of curiosity too.

Brimore generates capital by way of Milezmore which is an end-to-end achievement enterprise launched a 12 months again. Comprising of 18 supply hubs and 80 supply van, 50% of final mile supply operations together with warehouse and achievement operations is taken care of.

Social commerce on each platform

Brimore’s Future Plans

Brimore’s planning enlargement throughout Africa starting with Kenya and Morocco this 12 months. They need to attain 500,000 sellers by 2023 and broaden into East and North Africa. 40 million customers is their purpose by a primary or second diploma separation. They’re now seeking to appeal to youthful girls to broaden extra strategically into underserved areas. We count on an annual income of $100 million this 12 months. Even throughout the Covid-19 pandemic, enterprise grew as most sellers keep at house anyway and folks use social media extra usually.

They may also broaden the product vary and goal new market segments, like college college students. As of now they proceed to grapple with laws, provider inconsistencies, fundraising, and labour scarcity.

The pandemic didn’t dent their progress. The pandemic proved {that a} commerce enterprise doesn’t entail having a brick-and-mortar retailer. Companies could be run from houses, or on WhatsApp, Facebook, and even by calls. Adoption of social ecommerce helps each customers and resellers.

Brimore business model Crew

Conclusion – Brimore Business Mannequin

Brimore is subsequent eyeing the HealthTech (well being know-how), they see an enormous alternative there.

Social affect is the by-product of any enterprise. However the agency must design for it and optimize it. Inclusive companies give primal significance to growth however lack being aggressive. Solely a profitable enterprise could be inclusive.

60 Decibels, an end-to-end affect measurement firm reported that 88% of sellers have improved their high quality of life by working with Brimore.

Brimore enterprise mannequin is worthwhile by transaction. Suppliers give us a reduction on the patron worth, which we divide between the sellers, the working prices, and our margins. They’ve raised over $30 million in investments to finance our development. As well as, we serve an enormous market of $20 to 30 billion.


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