Powered by People (PBP), a commerce technology company with deep roots in Africa, has raised a new Series B funding round as it works to help African artisans and independent brands compete in the rapidly changing global retail market. The round was led by the BESTSELLER Foundation, with existing investors Golden Ventures, Susa Ventures and Altos Ventures also participating.
The fresh capital comes as PBP expands its focus beyond traditional e-commerce toward what it describes as the “trust layer” for agentic commerce. The company is developing technology that helps product information become easier for consumers and artificial intelligence systems to discover, understand and trust when making purchasing decisions.
At the heart of PBP’s model is a network of more than 3,000 businesses globally, with a significant concentration across African markets. Its network includes producers from countries such as Kenya, Ghana, Nigeria, South Africa, Ethiopia, Rwanda and Senegal. The company provides these businesses with financing, training, digital tools and access to international buyers.
For many African artisans and small brands, reaching international retailers has traditionally involved significant barriers. Limited financing, weak digital infrastructure, complex logistics and a lack of access to large buyers can prevent businesses with quality products from expanding beyond their domestic markets.
Powered by People aims to address those challenges by connecting independent producers with retailers through its wholesale and dropship infrastructure. Its platform enables brands to showcase products, manage orders and gain access to international retail opportunities while also providing tools that can improve their operational readiness.
The company’s new AI-focused direction reflects another challenge emerging in global commerce. As consumers increasingly use AI tools to discover products, brands need accurate and structured product information to remain visible. PBP is developing products including CatalogAgent and PBP Verified to help independent brands optimise product information and establish greater trust around product claims.
This could be particularly important for African producers, whose products may struggle to gain visibility in digital marketplaces dominated by larger international brands. By making product catalogues more professional and machine-readable, PBP wants smaller businesses to have a better chance of appearing in AI-powered shopping recommendations.
The company has been building this infrastructure for several years. In 2022, PBP raised $5 million to expand its wholesale e-commerce platform, supporting small brands seeking international buyers. At the time, the company was already providing financing to traders to help them fulfil larger orders and overcome cash-flow constraints.
PBP’s latest funding therefore represents more than another expansion round. It signals a broader attempt to connect African production with the next generation of global commerce, where AI could increasingly influence what consumers discover and buy.
With its growing maker network and new investment, Powered by People is positioning itself at the intersection of African craftsmanship, technology and international retail. Its success could help more small producers move from local markets to global customers while ensuring they remain visible as commerce becomes increasingly driven by artificial intelligence.
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