Potential Layoffs and Strategic Shifts in Kenyan E-Commerce Giant

Potential Layoffs and Strategic Shifts in Kenyan E-Commerce Giant

Copia Global, a prominent Kenyan B2C e-commerce startup, is currently grappling with significant operational uncertainties that could lead to drastic measures such as laying off a substantial portion of its workforce or even shutting down entirely.

This troubling news comes from an internal memo by the company’s CEO, Tim Steel, as reported by TechCabal.

Potential Layoffs and Financial Strain

Facing an unpredictable future, Copia Global may lay off over 1,000 employees as a cost-cutting measure.

This development follows the company’s announcement in December 2023 of an extension to its Series C funding round.

In his memo, CEO Tim Steel expressed the gravity of the situation, highlighting that potential layoffs might be necessary to manage costs.

Steel warned that if these measures prove insufficient, the company could be forced to cease operations.

The Broader Context: A Tough Market for Kenyan Startups

Copia’s challenges are part of a broader trend affecting the Kenyan startup ecosystem, which has seen several companies shut down post-pandemic.

Notable examples include Wefarm, an agritech startup connecting farmers to input distributors, and Zumi, a B2B platform linking retailers with suppliers.

Experts attribute these closures to a combination of funding shortages, challenging market conditions, untested business models, lack of reliable industry data, poor infrastructure, and a deficit in customer trust.

Legal Compliance and Workforce Communication

In compliance with legal requirements, Copia Global has issued a notice to all staff about potential redundancies, initiating a one-month consultancy period for potentially impacted employees.

Additionally, the company has informed the Labour Officer as mandated by law. This move aims to manage the transition and explore possible mitigation strategies while adhering to regulatory standards.

Financial Backing and Operational Struggles

Copia Global has been one of Kenya’s most well-funded startups. The company raised $50 million in a Series C funding round in 2022, followed by a $20 million extension in December 2023.

Despite this robust financial backing, Copia has faced operational challenges. In 2023, the company laid off over 700 employees and withdrew from the Ugandan market just two years after launching there.

These measures were early indicators of the strain the company was experiencing.

Strategic Adjustments and Market Retrenchment

In response to an economic downturn and constrained capital markets, Copia adopted a strategy to optimize its operations and maximize resource efficiency.

This included reducing its workforce by 25%, impacting 350 employees.

By July 2024, Copia announced plans to focus on profitability and improving customer service through streamlined processes and cost reductions.

Consequently, the company suspended its expansion plans into other African markets, including Nigeria, Ghana, South Africa, and Mozambique, to concentrate on accelerating its drive towards profitability.

Founders and Mission

Copia Global was founded in 2013 by Tracy Turner and Jonathan Lewis with a mission to enable customers in remote areas to order goods through its platform, which would then be delivered via a network of agents.

This model aimed to address the challenges of last-mile delivery in rural Kenya, providing accessibility and convenience to underserved communities.

Moving Forward: Challenges and Opportunities

As Copia Global navigates these turbulent times, its future remains uncertain. The company’s ability to adapt to market conditions, manage costs, and potentially restructure will be critical to its survival.

The situation underscores the broader challenges faced by startups in volatile markets, highlighting the need for robust business models, reliable data, and strong customer relationships.


Copia Global’s current predicament is a stark reminder of the difficulties that even well-funded startups can encounter.

As the company contemplates significant layoffs and potential shutdown, it represents a pivotal moment not only for Copia but also for the broader Kenyan e-commerce landscape.

The outcome of Copia’s strategic decisions in the coming months will likely have lasting implications for the industry.