BOTSWANA – Botswana food delivery startup MyFoodness has rebranded as Yamee and announced its entry into the Tanzanian market with a launch in Dar es Salaam.

A mobile commerce platform that focuses on increasing earning opportunities for food merchants and providing convenience for consumers has already signed up 60 merchants in its new market, Tanzania and plans to expand into the Democratic Republic of Congo (DRC).

“We are excited about our launch and all the recognition we have received in our two years of existence.”

“We directly impact the lives of African food merchants, local logistics companies and riders, by increasing their earning opportunities,” said Boi Kgathi Rasmussen, founder and chief executive officer (CEO) of Tamee.

Yamee has so far raised an undisclosed amount of funding from Dutch VC firm Start Capital Partners, Seedstars, various European angel investors, and South African angel investor DJ Black Coffee.

Its entrance into the Tanzanian market comes months after the leading e-commerce player in Africa, Jumia ceased operations in the country in a move of reviewing its portfolio.

Even though Jumia has also closed operations in Rwanda and Cameroon, it continues to grow its influence in the continent, launching its Jumia Prime service late 2019 – a subscription package that allows customers to pay a standard fee for services.

This comes at a time when eCommerce and online food delivery is reshaping the food and beverage industry as primary producers, manufacturers and retailers are continually seeking innovative ways of lifting profitability, adopting to changing lifestyles and improving customer experiences.

Arguably, e-commerce and last mile delivery seems to be wading their way into the market with analysis signalling that this space might grow into becoming one of the largest and fastest growing trends in the food and beverage industry.

According to Statista, the revenue in the worldwide online food deliver segment shall hit US$18.9 billion in 2020, with revenue expected to show an annual growth rate (CAGR 2020 – 2024) of 8.2%, resulting in a market volume of US$25.95 billion by 2024.