This archive report was first published on 6 July 2021.
On July 5, 2021, Copia, a fast-growing mobile commerce platform, announced its expansion to Uganda, marking a significant milestone in its mission to serve middle to low-income African consumers.
Founded in 2013, Copia has already established a strong presence in Kenya, where it serves over 1 million customers and doubles in size every year. The company's success in Kenya has paved the way for its expansion to Uganda, where it aims to bring high-quality and affordable products to millions of middle-class Ugandans, regardless of location, technology access, or connection status.
According to a 2016/17 study by the Economic Policy Research Centre, Uganda has experienced a significant growth in its middle class, with the population doubling from 3.7 million to 8.3 million between 2013 and 2017. Despite this growth, the country's retail sector remains largely informal, with Copia's mobile commerce platform providing a convenient and accessible way for middle- to low-income consumers to shop.
The expansion to Uganda comes at a fortunate time, given the country's need for convenient and accessible retail services, particularly during the COVID-19 pandemic. A 2020 report by the United Nations Development Programme (UNDP) highlighted a 50% decline in physical visits to retail stores and a 36% decline in visits to groceries and pharmacies due to restricted in-person business operations.
“Uganda has one of the fastest-growing middle classes in the world with a hard-working population and a dynamic entrepreneurial culture. Copia is designed specifically to serve this high growth but underserved consumer base who want access to high-quality products at the best prices,” said Tracey Turner, Copia Global Founder and Chair.
Established in 2013, Copia's model leverages a network of digitally-enabled, locally based agents who operate as order and delivery points to meet consumers where they are, online or offline. Copia agents are existing trusted shopkeepers like a local grocer or butcher, where customers can select and pay for products chosen from a Copia catalogue.
Over the coming years, Copia plans to expand its mobile commerce platform and logistics network across other regions of Africa, with a focus on connecting middle-class and emerging middle-class Africans to high-quality products at affordable prices.
