South African tech startup Flood has successfully secured $2.5 million in seed funding as it prepares for broader market expansion. Founded by experienced entrepreneur André de Wet, Flood positions itself as a SuperApp-as-a-Service platform aimed at transforming digital commerce in emerging markets. The platform is engineered to offer a seamless integration of online and offline retail experiences for enterprises of all sizes.
Revolutionising Retail Through Technology
Flood’s mobile-first and zero-code architecture makes it possible for telcos, banks, and SMEs to rapidly build and scale e-commerce ecosystems. Its API-driven software-as-a-service infrastructure allows for dynamic marketplace capabilities that encompass payments, logistics, product discovery, and customer loyalty. By streamlining these services, the platform empowers businesses to offer a complete digital commerce solution without building costly infrastructure from scratch.
Bridging the Online-Offline Divide
What makes Flood particularly notable is its commitment to bridging the divide between physical and digital retail environments. With features such as merchant onboarding, loyalty programmes, in-store pickup, and real-time data analytics, the platform serves both urban and rural consumers. This capability is essential in regions where traditional retail still dominates and digital infrastructure is developing at a rapid pace.
Rapid Growth Across Global Markets
Flood has already seen significant uptake in diverse markets, including South Africa, India, and the Maldives. In one of its earliest deployments, the platform managed to onboard over 8,000 merchants within just three months. Daily usage statistics have shown engagement levels reaching up to 28 per cent of the population in some regions, demonstrating both the platform’s relevance and scalability.
Funding Fuels Expansion Ambitions
The recent $2.5 million seed investment follows a previous round of $1 million raised in July 2024. The new capital injection will be used to deepen partnerships with telcos and challenger banks, while supporting the onboarding of thousands more merchants, many of whom operate offline. These funds are expected to accelerate Flood’s go-to-market strategy in additional territories later this year.
A Focus on Emerging Market Potential
According to de Wet, the vast majority of retail in emerging economies—up to 95 per cent—still happens offline, highlighting the need for tools that can integrate digital capabilities into traditional shopping experiences. Flood’s model integrates localised commerce and loyalty programmes directly into the applications that consumers already trust and use regularly. This includes platforms run by telecom providers and financial institutions, ensuring high engagement and reduced friction for users.
Flood’s mission to digitise retail in emerging markets stands at the intersection of innovation and inclusivity. By offering a flexible, no-code platform tailored to the unique challenges of developing regions, the startup is poised to redefine how commerce is conducted in the global south. With strong early traction and fresh funding secured, Flood is on course to become a vital enabler of digital transformation in the retail sector worldwide