Tanda

Tanda

روّاد الأعمال

Vincent Ibekwe

Vincent Ibekwe

Founder & CEO

Vincent Ibekwe is the Founder and CEO of Tanda, a video-commerce infrastructure company built for emerging markets, starting in Africa. He leads product vision and technical execution, focusing on trust-based checkout, localized payments, and creator-led commerce.
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  • Tanda has joined FasterCapital's portfolio.
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Idea

Tanda is a startup revolutionizing video commerce in emerging markets. With a booming content creation industry in Africa, consumers are eager to engage with short videos but struggle to shop directly from these platforms. The company identifies a critical problem: 72% of sales fail in emerging markets because users cannot buy directly from video platforms, and brands lack a localized, video-first commerce solution. Moreover, customers face the challenge of not being able to shop hands-free or conversationally through AI-driven interactions.

Challenge

Tanda is addressing the major challenges in video commerce by creating an all-in-one platform that combines video engagement, local payment solutions, and AI-assisted shopping. Unlike global players, Tanda offers a culturally relevant, localized solution that integrates AI-powered shopping assistants, native escrow protection, and automatic payouts for creators. The platform is built to scale in Africa, with plans to expand to Asia and Latin America, offering a competitive edge that no current market player provides.

Solution

Tanda is an AI-powered video-commerce engine that seamlessly integrates short videos with a shopping experience. By combining AI, voice, and chat commerce, Tanda allows users to shop while watching videos, making the entire process hands-free. The platform also includes a built-in affiliate network for instant earnings and an escrow system to ensure trust between buyers and sellers. Focused on the African market, Tanda integrates local payments methods, such as wallets, telcos, and banks, making the shopping process smoother and more accessible.


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برامجنا

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أخبار Tanda (1)

FasterCapital welcomes Tanda to EquityPilot to build Africa’s first video-commerce app
08 Jan 2026

FasterCapital welcomes Tanda to EquityPilot to build Africa’s first video-commerce app

Nigeria & Dubai, UAE _ 08 Jan2026

Short-form video consumption and mobile commerce are converging across Africa. With more than 450 million smartphone users and a projected $50B e‑commerce market by 2025, demand for seamless video-to-purchase experiences is rising. FasterCapital is supporting startups that address regional payment fragmentation, trust gaps, and creator monetization challenges central to scaling e‑commerce across the continent.

FasterCapital today announced that Tanda, a Nigeria‑based short‑video social commerce platform, has joined the EquityPilot program. Tanda pairs short-form video content with a built-in shop, checkout, escrow trust layer, and an affiliate dashboard so creators earn instantly. The company arrives with early traction a 2,100+ waitlist, 27 influencers and 47 SMEs signed and a ready MVP.

What the Startup Delivers? 

Tanda integrates content and commerce natively: - Buy‑now buttons embedded in promoted videos and native checkout - Built‑in affiliate network and instant creator commissions - Escrow to protect buyers and agents - Localized payment options (wallets, telcos, banks) Tanda’s product addresses the broken buyer journey that prevents creators and SMEs from converting viewers into buyers within a single app.

Why Now? 

Short video adoption is accelerating in target markets while existing social platforms route shoppers off‑app to external links and manual deals. Tanda’s Africa‑first approach addresses local payment rails, trust mechanisms, and creator monetization enabling faster conversion and regional seller onboarding at scale.

Program Plan (first 30–60 days)

Under EquityPilot Tanda will prioritize: - Product polish and payment integrations to launch in Nigeria - Affiliate and influencer onboarding processes - Initial escrow float setup and compliance checks - GTM preparation for city-level launch and user acquisition campaigns FasterCapital will focus on execution milestones, operational guidance, and investor readiness with no funding guarantees implied by program participation.

Proof of Traction

Tanda reports an MVP-ready product, a waiting list of 2,100+ users, and signed commitments from 27 influencers and 47 SMEs. Fast MVP deployment aims for 10k users in the first three months and 50k–100k users within six months in Nigeria, followed by regional expansion.

Leadership Comment

“Hesham Zreik, Founder and CEO of FasterCapital, said: ‘We’re excited to support Tanda through EquityPilot. Our team will focus on execution milestones and connecting the startup with the right ecosystem stakeholders.’”

Vincent Ibekwe, Founder & CEO, combines business, technology and AI experience and is leading product development and creator engagement. His team includes business advisors and plans hires for CTO and Marketing Lead roles to scale engineering and influencer growth.

Competitive landscape

Tanda competes at the intersection of short‑video platforms and commerce. Unlike generalist short‑video apps that rely on external links and manual affiliate deals, Tanda emphasizes a localized, video-first shopping flow with escrow and integrated African payment rails differentiators intended to reduce friction for buyers, sellers and creators.

Next 90 Days

- MVP live and Nigeria soft launch - Influencer network onboarding and merchant recruitment - Payment and escrow operational readiness - Initial user acquisition to reach the first 50k users

About Tanda

Tanda is a Nigeria‑founded social e‑commerce platform that turns short videos into native shopping experiences. Tanda’s product combines influencer-driven content, an integrated shop and checkout, affiliate dashboards, and an escrow trust model to simplify discovery and purchase across Africa.

About FasterCapital

FasterCapital supports startups globally by providing execution-focused support, fundraising readiness guidance, and access to an ecosystem of mentors, partners, and investors. Through programs such as EquityPilot, FasterCapital helps founders strengthen their strategy, refine materials, and accelerate progress toward measurable milestones.

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