Despite the rapid rise of social commerce, Kenya has yet to fully leverage its potential, particularly among micro, small, and medium-sized enterprises (MSMEs). With millions of Kenyans actively engaging on social media, businesses are increasingly shifting their focus to selling directly within these platforms, rather than redirecting customers to external websites.
For many online sellers, keeping the shopping experience within social platforms like WhatsApp and Instagram enhances engagement and reduces cart abandonment. This trend has given rise to social commerce platforms that enable seamless shopping without disrupting the customer’s browsing experience.
One company at the forefront of this shift is Chpter, a Kenyan startup co-founded by Tesh Mbaabu. Mbaabu, who also co-founded the YC-backed B2B e-commerce platform Marketforce, has built Chpter to automate conversations, marketing, and payments on WhatsApp and Instagram—bridging the gap between businesses and customers.
Unlike traditional e-commerce platforms, Chpter does not sell products directly. Instead, it provides the technology that allows businesses to sell via social media, acting as an infrastructure layer that handles payments, order processing, and customer interactions.
According to Mbaabu, Africa’s e-commerce sector is projected to reach over 500 million shoppers by 2025, with social media platforms becoming dominant sales channels. “Chpter enables businesses to convert social media from just a marketing tool into a fully-fledged sales channel. Our platform allows businesses to send WhatsApp marketing campaigns, process orders, and accept payments seamlessly—all within social media platforms.”
With mobile penetration in Kenya exceeding 130% and social media users spending over three hours online daily, the potential for social commerce is immense. Businesses that integrate their sales directly into social platforms can maximize engagement and drive conversions more effectively.
After securing $1.2 million in pre-seed funding in September, Chpter has been scaling its technology and expanding its product offerings. The startup is also eyeing expansion beyond Kenya, with potential launches in Egypt and Nigeria.
The funding round was led by Pani, an Africa-focused investment firm co-founded by former Cellulant CEO Ken Njoroge. Other notable investors include Plesion Capital, Techstars, Norrsken, Renew Capital, ViKtoria Ventures and Angel investors such as Benjamin Fernandes (Nala CEO), Paul Kimani, and Jackson Kibigo (co-founders of Workpay).
Chpter previously participated in the Norrsken Accelerator in 2023 and later joined the Safaricom Spark Accelerator in May 2024, where it received mentorship and training to scale its operations. Chpter operates on a hybrid revenue model, combining subscriptions, transaction fees, and business partnerships.
Subscription Fees: businesses pay a monthly SaaS fee based on their size. $50 for small businesses, $120 for medium-sized businesses and $550 for enterprises.
Pay-Per-Conversation Model: businesses using Chpter’s AI-powered sales and support agents pay for each customer interaction handled.
Meta Business Partner: Chpter earns revenue from businesses sending WhatsApp marketing and operational messages via its platform.
“We have built a self-service platform that allows businesses to register, link their social media accounts, and start using our technology immediately,” Mbaabu explained.
Chpter’s long-term success depends on how well businesses adopt and scale with its tools. With platforms like WhatsApp and Instagram increasingly serving as digital storefronts, social commerce is no longer a passing trend—it’s a defining feature of the future retail landscape.
As Chpter continues to expand its market presence, the question remains: who will dominate the infrastructure that powers Africa’s social commerce revolution?
