Across Africa, commerce is increasingly social. Many businesses from tailors and caterers to jewellers, smartphone resellers, and event organisers operate primarily through Instagram and WhatsApp rather than traditional websites. While this approach helps them reach existing audiences, it can make discovery difficult for new customers.
According to Tend, people often ask questions such as, “Who near me can do this?” or “Can I book them now?” The company says these businesses can be difficult to discover through conventional online search.
“Some of the most established businesses globally are invisible to traditional internet search. They live on Instagram and WhatsApp. That’s true right across Africa, and it’s a fixable engineering problem. Tend is where you finally find them.” – Jayaike Ndu, Founder of Tend
Tend says it is building a discovery platform that works alongside existing social platforms rather than replacing them. By connecting with Instagram, the platform analyses publicly available business
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