PricePally Eyes Exports, AI Commerce to Offset B2B Slowdown
TLDR
- Nigerian online grocery platform PricePally is testing food exports and launching a WhatsApp ordering bot as part of a strategy to diversify revenue
- The startup, known for group-buying of staples, saw B2B procurement fall from 25% to 10% of revenue in 2024 due to naira depreciation and food inflation
- The startup sources directly from farmers and undercuts foreign-run African grocery stores abroad, said CEO Luther Lawoyin
Nigerian online grocery platform PricePally is testing food exports and launching a WhatsApp ordering bot as part of a strategy to diversify revenue after a sharp decline in its B2B segment, TechCabal reported. The startup, known for group-buying of staples, saw B2B procurement fall from 25% to 10% of revenue in 2024 due to naira depreciation and food inflation.
To tap diaspora demand, PricePally is shipping non-perishable items like ogbono and crayfish to the U.S. and U.K. The move is aimed at offsetting local demand volatility and rising operating costs. The startup sources directly from farmers and undercuts foreign-run African grocery stores abroad, said CEO Luther Lawoyin.
The company is also rolling out “April,” an AI-enabled WhatsApp chatbot, to allow budget-based grocery purchases and fractional bulk ordering. April is set to replace a failed 2022 USSD experiment and will eventually serve B2B clients through automated order capture.
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Key Takeaways
PricePally’s pivot underscores how African e-commerce startups are adjusting to tightening margins and macro volatility. As FX shocks and late payments squeezed its B2B segment, the company leaned into export logistics and generative AI to unlock new revenue channels. The export strategy targets the Nigerian diaspora, where traditional ethnic food stores face higher fixed costs. The startup’s direct-from-source model helps it offer competitive pricing in U.S. and U.K. markets despite rising tariffs. Meanwhile, its new chatbot April—powered by YarnGPT for Nigerian language fluency—aims to deepen reach in domestic retail by enabling WhatsApp-based, budget-constrained shopping. April also introduces fractional commerce, allowing consumers to purchase part of a bulk order, thus lowering entry barriers in a high-inflation economy. For PricePally, the dual track of targeting diaspora supply chains and AI-assisted commerce signals a shift from being a bulk-buying platform to a flexible, digitally adaptive grocery service that bridges informal and global demand across African food value chains.
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