Comprehensive
Retail Solutions
for Dynamic Brands
East Africa’s Growth.
Your Opportunity.
Tradco powers your route to market – reaching 200+ million consumers through expert people, smart warehousing, and a fleet built for both General and Modern Trade.
Tradco delivers all-in-one FMCG distribution, merchandising, and marketing support.
Solutions
Our solutions are tailored to help brands unlock new markets, maximize efficiency, and boost sales performance across the region.
Warehousing
& Distribution
- Modern warehouse space across Kenya, Uganda, and Tanzania, powered by SAP for seamless automation and efficiency.
- 24-hour fulfillment, real-time inventory visibility, and strict safety compliance.
- End-to-end route-to-market planning, optimizing numeric distribution and last-mile sales.
- A technology-driven approach ensures business intelligence reporting that drives sustained success.
- A multi-modal fleet of trucks, vans and motorcycles deliver to traders and modern trade stores.
Retail Execution,
Research & Advisory
- Local listings achieved, NPD activity and ongoing brand promotional calendars are managed to drive results.
- Dedicated sales and merchandising teams ensure product availability, visibility, and optimized display in every channel.
- KPI-driven approaches for price, place, promotion, and pack performance.
- Local relationships and category expertise accelerate in-store success.
Brand Activation
& Promotion
- Creative brand messaging closely connected to consumer culture: campaign conceptualization, eventing, tastings, in-store promotions, and POSM.
- Digital amplification and engagement to drive shopper action.
- Proven track record driving sales uplift through innovative shopper engagement.
- Training programmes for field teams and brand ambassadors.
Technology
& Data Solutions
- Market intelligence platforms and real-time dashboards for actionable insights.
- Improved decision making, faster response times.
- Mobile automation for route management, sales, invoicing, and compliance tracking.
- Holistic data strategies to integrate retail analytics and consumer insights.
Discover How Our Solutions Deliver Results
OUR FOOTPRINT
Expansive Reach Across East Africa
KENYA – the Gateway to East Africa
Nairobi, Coast, Rift Valley, Western, Central, North & Lower Eastern regions
- OULETS: 61,746 total outlets (50,008 retail, 2,869 wholesale, 5,592 minimarts, and more)
- POPULATION: 59 million, median age 20, 30% urbanized.
- SHOPPER PROFILE: mobile-first, value-driven, digitally influenced, brand and promotion aware.
- TRADITIONAL TRADE DOMINATES: 70-80% of FMCG sales via 250,000+ informal outlets (dukas, kiosks, open markets).
- MODERN TRADE: 20-30% of FMCG sales through a few hundred supermarkets/convenience stores in urban centres.
- DISTRIBUTION remains complex: huge reach via informal channels, strong potential for growth in formal retail and digital channels.
UGANDA – the Pearl of East Africa
Central, Northern, Eastern, Western regions
- OUTLETS: 31,175 total outlets (23,800 retail, 3,192 wholesale, 3,120 beauty shops, and more)
- POPULATION: 48 million, median age 17, 25% urbanised – a young, rural consumer base.
- SHOPPER PROFILE: heavily informal-trade oriented, price-sensitive, frequent small purchases, growing interest in brands and urban formats.
- TRADITIONAL TRADE DOMINATES: about 82.1% of household FMCG spending occurs through small shops (“kadukas”), neighbourhood kiosks and open markets.
- MODERN TRADE: the remaining 17–18% of FMCG spend flows through supermarkets and formal retail chains, primarily in Kampala and major towns.
- DISTRIBUTION: Complex, with broad geographic coverage required to reach rural populations and deep informal networks; significant opportunity exists for growth of organised retail, e-commerce and premium formats.
TANZANIA – the Heart of East Africa
Coast, Lake, Central, Northern, Southern regions, Kaskazini Ungija.
- OUTLETS: 45,042 total outlets (35,009 retail, 4,600 wholesale, 3,800 beauty shops, and more).
- POPULATION: 70 million, median age 18, 38–40% urbanised – one of Africa’s youngest, fastest-growing markets.
- SHOPPER PROFILE: low- to middle-income, cash- and value-conscious, but increasingly mobile-connected and brand-aware in major cities.
- TRADITIONAL TRADE DOMINATES: 85–90% of food / FMCG sales via dukas, kiosks and open markets, with an estimated 100,000+ outlets mapped and many more in rural areas.
- MODERN TRADE: 10 - 15% of grocery retail through a growing base of supermarkets and convenience formats, heavily concentrated in Dar es Salaam and key regional hubs.