By Ulemu Mbengwani
Access to markets has long been a challenge for smallholder farmers. While online platforms have emerged as a potential solution, they remain impractical for many farmers in remote rural areas. Limited access to electricity, unstable internet connectivity, and the inability to afford or effectively use smartphones all hinder small-scale farmers from reaching customers beyond their immediate locality.
Small businesses face similar struggles in accessing wider markets. Many small businesses attempt to use social media platforms to reach customers, but the results are often limited. With most social media groups having only a small number of members, it becomes difficult to attract meaningful traffic or sales. Additionally, the increasing number of scams and fraudulent transactions on social media has eroded trust among both buyers and sellers.
These are some of the pressing challenges that inspired the team behind Tisitano, an e-commerce platform that works with farmers, as well as small and home-based businesses, providing them with tools to sell their products online and reach a nationwide audience year-round.
“From the beginning, our main mission has been to help small businesses and individual sellers digitize their operations and become part of Africa’s ecosystem that drives job creation, digital inclusion, and innovation,” says Mina, the company’s Marketing Manager.
“The idea was to create an app that connects each user to thousands of interested buyers nationwide through a dedicated buy-and-sell platform. To ensure a safe space where buyers and sellers can transact with confidence, we have incorporated a secure in-app chat on both the app and the website,” she added.
Mina explained that the team also wanted to create equal opportunities for women. She noted that selling online opens the door for many people because it does not require a large financial investment. There is no need for a physical shop, transport costs, or significant startup capital. All that is needed is access to the internet and a good idea.
Building on this mission, the team started engaging directly with farmers by visiting their communities to share knowledge and support their digital sales journey.
“Working alongside farmers has been a delight. Beyond attending agricultural fairs and markets in Blantyre, we visit farmer clubs and communities across the country. For example, in Mdeka and Mwanza, we held training sessions covering everything from using the internet and downloading our app, to photographing products and advertising online,” he said.
She added that listening to farmers’ daily challenges helped them provide targeted tips, training videos, and content to support both sales and harvest improvement.
“Some communities used only one phone to manage multiple sellers. We introduced business management options so they could run multiple accounts on one device,” Mina explained.
Like any new platform, Tisitano initially faced doubts from users. The team responded with patience and attentiveness by creating a supportive community. Customer support follows up on every message and concern, and positive Google Play reviews, along with word-of-mouth from loyal sellers, have helped establish trust in the platform.
Today, Tisitano has over 10,000 small sellers in Malawi, with more than 55,000 product listings. The company’s goals go beyond sales and numbers, aiming to build a digital foundation that creates opportunities and fosters growth for farmers and small businesses across the country.
Tisitano was founded in Eswatini in 2020, during the COVID-19 quarantine, and has since expanded to operate in seven African countries, including Malawi. Operating across diverse markets brings both challenges and rewards, with each country presenting unique cultural, logistical, and technical considerations. Despite these differences, the company remains committed to operating as a unified organization with clear values.
“When we venture into a new market, we conduct thorough research to ensure our staff are fully prepared. Over the past few years, we have learned important lessons about managing technical scalability, handling server requests, and securing the system for users. We also hold training sessions and dedicate time for research and development, reflecting our commitment to equipping our staff and developers for long-term success,” Mina explained.
When asked about key milestones, Mina highlighted the company’s growth and local-first approach.
“Attending local fairs, markets, and tech events was a major milestone for us, helping expand our reach and connections. Working with local providers such as mobile money gateways, SMS services, couriers, and advertising partners has been a huge part of our plan. From the start, we promised not to rely on anything outside Africa, because our mission is to support economic growth where we live. If something was not available locally, we committed to building it ourselves,” she explained.
“We are proud to announce that this year we reached that goal. Tisitano is officially registered in every country we operate in, and we fulfill our needs through local vendors. This approach keeps value within the continent and empowers other local businesses to grow alongside us, from fintech providers to delivery partners and creatives,” she added.
Mina explained that Tisitano sets itself apart by being accessible and supportive of all businesses. She shared that the platform offers free listings and works on iPhone, Android, and the web, with a lightweight design that minimizes data usage. Its customer support is available 24/7 in both English and local languages, and the design team assists users in creating visually appealing listings.
The website is SEO-friendly, and professional sellers can access features such as digital business cards, business insights, and a secure in-app chat. Mina added that the platform also encourages growth through referral incentives, all while prioritizing privacy, security, and usability.
Looking ahead, Tisitano plans to focus more on offline and one-on-one experiences, such as working directly with farmers and attending local events. “We believe there is nothing that builds trust like human interactions,” she said.
At the same time, the company aims to evolve Tisitano into a comprehensive platform, not just a marketplace, deeply tied to Africa’s digital growth. The company envisions a “One Super App” where users can make payments, handle banking, arrange deliveries, shop for groceries, and more, all within Tisitano.
When asked for advice for young entrepreneurs, Mina encouraged action and continuous learning.
“If you have an idea that can create impact, don’t be afraid to try it. Many tools, courses, books, and people can support you. At Tisitano, we often say, ‘When there is a will, there is a way.’ Mindset and soft skills are often more important than knowing everything about your field. Entrepreneurship is an ongoing learning process, and collaboration with others fuels long-term success.”
Mina also extended an invitation to local talent, highlighting that Tisitano is open to working with photographers, content creators, and marketers. She added that anyone interested in collaborating may reach the team on +265 988 16 15 38 or at support@tisitano.com to explore potential partnerships.
