Laddar Strengthens Sales Technology Built for African Business Realities

Nume Ekeghe

Laddar. Africa, a sales technology company, continues to deepen its impact across Africa by providing digital infrastructure that improves sales efficiency and last-mile market reach for businesses operating in complex, offline-driven environments.

The company’s technology addresses long-standing inefficiencies in field operations, particularly the challenges of tracking performance, managing distributed teams, and ensuring transparency in agent payouts. Its integrated platform combines data, field intelligence, and automation to give organisations end-to-end visibility over their sales activities.

Speaking on the company’s vision, Chief Executive Officer, Kelechi Ekeghe, said Laddar.Africa was built to reflect the realities of African commerce, where personal relationships, physical interactions, and informal distribution remain central to how products and services reach consumers. 

Chief Executive Officer Laddar.Africa, Kelechi Ekeghe said: “Our mission is to bridge the gap between digital tools and real-world sales.We’re building systems that reflect how Africa actually sells, through people, relationships, and on-the-ground execution.”

Through its platform, companies can recruit and train sales agents digitally, monitor customer acquisition and agent performance in real time, and automate commission payments. The system also provides data analytics to help firms identify growth opportunities, optimise operations, and expand into underserved markets.  He added: “We see sales as infrastructure, the foundation of business growth, by digitising how sales happen in Africa, we’re enabling companies to scale faster and people to earn better.”