In 2016, a groundbreaking digital marketplace emerged from one of Africa’s most complex environments. What began as a response to Sudan’s technological gap grew into a platform with nearly two million users, blending e-commerce with fintech solutions. This venture became a symbol of resilience in a country rebuilding after decades of isolation.
The startup’s journey reflects the power of innovation in challenging markets. Its $5 million funding round in 2021—Sudan’s first major international tech investment since sanctions lifted—marked a turning point for regional entrepreneurship. Through political turbulence and economic hurdles, the platform kept evolving, introducing payment systems that transformed digital transactions.
Behind this success lies a story of determination. A former legal professional turned tech pioneer recognized an opportunity where others saw obstacles. By addressing everyday needs through technology, the company became more than a business—it became a catalyst for economic recovery and digital empowerment across its home country.
Key Takeaways
- Sudan’s largest online marketplace launched in 2016 amid significant technological challenges
- Secured landmark $5 million investment in 2021 after international sanctions lifted
- Combines e-commerce services with fintech solutions for over two million users
- Demonstrated tech innovation’s potential in conflict-affected regions
- Paved the way for future international investments in African startups
- Created financial infrastructure supporting Sudan’s economic recovery efforts
Early Beginnings and Influences
Her international upbringing and professional experiences laid the foundation for recognizing untapped potential in emerging markets. At 14, she moved from Sudan to Canada, seeking better education—a decision that exposed her to different worlds and systems.
Academic Journey and International Exposure
After completing high school, she pursued law at the London School of Economics. Leading the Arabic Society honed her leadership skills, while internships at global firms revealed how digital tools connected markets worldwide. Four years as a corporate lawyer deepened her understanding of cross-border business practices.
Return to Sudan and First Impressions of a Digital Void
In 2014, a sabbatical brought her back to her home country. What she found shocked her: car prices required asking friends, and cattle deals happened through word-of-mouth. Despite 73% mobile usage among young people, basic internet services were nonexistent.
The gap between London’s tech-driven society and Sudan’s paper-based reality became glaring. This wasn’t just about convenience—it was about a nation’s infrastructure failing to keep pace with its population’s potential. That disconnect sparked an idea to bridge the digital divide.
Tarneem Saeed – Founder – Alsoug: Pioneering Innovation in Sudan
Faced with sparse internet access, a startup chose simplicity to bridge Sudan’s market gaps. The team recognized advanced tech wouldn’t thrive where telecom companies barely maintained 2G networks. Their solution? A classifieds model requiring less data – perfect for a nation rebuilding its digital infrastructure.
Launching alsoug: From Classifieds to a Full-Fledged Marketplace
The company’s 2016 launch focused on basic listings – cars, jobs, household goods. Outdated mobile networks dictated every design choice. Team members became street-level educators, showing merchants how digital listings beat paper ads.
When Facebook blocked Sudan-targeted ads, they mastered SEO. Listings became search-friendly, helping users find everything from goats to generators. Slowly, the platform gained trust as the place for fair deals in unstable times.
Breaking Barriers as a Woman in a Conservative Market
Leading a tech venture meant facing cultural roadblocks. Car dealerships refused meetings with female executives. Government officials addressed male staff during critical talks.
Yet each challenge became motivation. Early adopters proved Sudanese businesses would embrace digital tools when solutions matched local needs. The platform’s growth quietly reshaped perceptions about women leading tech revolutions.
Driving Fintech and Digital Transformation in Sudan
Sudan’s leap into digital finance began with solving a simple problem: trust in transactions. What started as a marketplace for goods soon hit a roadblock – 98% of deals relied on risky cash exchanges. This limitation sparked a strategic shift toward building financial infrastructure from scratch.
Evolution from Classifieds to Financial Engine
The platform’s success revealed deeper needs. Users wanted secure payment methods, not just listings. With no M-Pesa-style services available, teams adapted their own SMS tools to handle money flows. Cash-on-delivery worked initially but limited growth – sellers waited days for payments, while buyers feared scams.
Cashi: Building Sudan’s Digital Arteries
Inspired by Egypt’s Fawry system, developers created Cashi as more than a payment gateway. It became Sudan’s first interoperable network, connecting vendors and customers through POS terminals. Early tests showed 60% faster transaction times compared to cash deals.
“We’re not just moving money – we’re rebuilding trust,” explained one engineer during rollout. The technology now processes everything from farm equipment sales to school fees, creating an ecosystem where digital services thrive. Plans for 5,000 payment kiosks aim to reach unbanked regions by 2025.
Navigating Socio-Political and Economic Challenges
Building a tech company in Sudan meant operating through layers of complexity few global entrepreneurs face. The nation’s turbulent history created an economic landscape where even basic business tools became luxuries.
Overcoming International Sanctions and Infrastructure Limitations
For three decades, sanctions turned Sudan into a digital island. Global payment processors blocked transactions. Cloud services like Oracle remained inaccessible. “We couldn’t use Coursera for team training,” one developer recalled. “Every tool had to be reinvented.”
The government’s outdated telecom policies worsened the isolation. Mobile networks operated on decades-old equipment. Teams built SMS gateways from scratch, creating workarounds for features Western apps provided effortlessly.
This period of forced innovation bred unique solutions. Local engineers developed lightweight apps consuming 90% less data than international counterparts. Payment systems used USSD codes long after other countries adopted mobile banking.
When sanctions lifted in 2017, Sudan’s tech pioneers held unexpected advantages. Their homegrown systems proved more adaptable to local needs than imported platforms. This resilience now fuels business Sudan’s digital transformation, turning past obstacles into launchpads for growth.
Impact on the Tech Ecosystem and Future Prospects
A historic $5 million investment in 2021 did more than boost one company’s growth—it reignited hope for Sudan’s tech potential. This landmark funding round, led by regional giants, became a turning point for a nation rebuilding its digital ecosystem. Young developers now see opportunities where they once saw barriers.
Empowering Sudanese Entrepreneurs and Advancing Women’s Involvement
The platform’s success reshaped traditional markets. Women manage 38% of active seller accounts, trading everything from vehicles to livestock online. “This space lets us compete equally,” shared a Khartoum-based merchant. Female leadership in tech inspires new generations, proving innovation thrives when diverse voices lead.
Vision for a Robust Digital Economy Across Africa
Plans extend beyond borders. The team aims to connect 15 million users across the continent by 2027. Their payment infrastructure could become Africa’s next success story, rivaling established fintech networks. With 41 million people in Sudan alone, the growth potential attracts global investors eyeing underserved markets.
This journey shows how local solutions can spark continental change. As digital services expand, they create ripples—empowering businesses, bridging gender gaps, and rewriting Africa’s tech narrative one transaction at a time.