Founded by CEO Diana Owusu-Kyereko in 2021, MAKA stands out with its interactive social commerce model, leveraging live try-on hauls and user-generated content to provide a personalised and scalable shopping experience.

The funding, which includes support from notable investors like Jonathan Shipman and executives from Wolt, comes at a key time for Africa’s growing e-commerce market. With a rapidly growing user base of 334 million and a surge from 13% to 28% in active paying customers from 2017 to 2021, the continent presents a significant opportunity for fashion brands.

MAKA’s strategic collaboration between creators and consumers aligns with the influencer-inspired buying trend, as 30% of people cite creator recommendations impacting their purchases, according to Hubspot. The platform addresses key challenges in the African e-commerce sector, offering a secure marketplace built on trust, while also tackling issues of limited local options and fragmented online shopping experiences.

CEO Diana Owusu-Kyereko emphasizes MAKA’s focus on empowering users and creators alike, providing an authentic space for self-expression and meaningful connections. The platform’s unique blend of content and commerce set it apart in the evolving sector, driven by a vision to redefine African e-commerce and enhance individuality in style exploration.