In July 2022, Kenyan B2B e-commerce platform Marketforce laid off 54 employees, representing about 9% of its then 600-person workforce, as part of a reorganization strategy in its Kenyan market. The cuts primarily affected field sales, supply chain, and customer experience roles. CEO Tesh Mbaabu explained the company was shifting from a growth-focused phase to optimizing for profitability, aiming to drive more revenue per merchant on its RejaReja platform rather than just onboarding new ones. This restructuring followed a $40 million Series A funding round earlier that year.
