The digital marketplace in Uganda is experiencing a significant transformation with the arrival of Market by MoMo, MTN’s newest venture into ecommerce. Launched in 2024 by FinCommerce, a subsidiary of the MTN Group, this platform is creating new opportunities for both sellers and buyers across Uganda. For many small businesses that have struggled to reach customers beyond their physical locations, Market by MoMo offers a bridge to millions of potential customers. The platform leverages MTN’s massive user base and trusted reputation to create a marketplace where Ugandan entrepreneurs can showcase their products without the traditional barriers of setting up an online business. As more Ugandans embrace digital shopping, Market by MoMo arrives at a crucial time, offering a local solution backed by Africa’s largest telecom network. Whether you’re a seller looking to expand your reach or a consumer seeking convenience, this new platform promises to change how Ugandans buy and sell online.
What is Market by MoMo?
Market by MoMo is an online shopping marketplace that connects Ugandan retailers directly with consumers. This business-to-consumer (B2C) platform allows local vendors to create their own digital shops and showcase their products to MTN’s extensive customer base. Unlike other ecommerce platforms that might require complex setup processes, Market by MoMo simplifies the experience for both sellers and buyers.
The platform operates as an extension of MTN’s mobile money service (MoMo), which most Ugandans already know and trust. Customers can access Market by MoMo through two main channels: the existing MTN MoMo app or directly through the web platform at https://market.momo.africa. Currently, the service does not have a standalone mobile app, but integrates seamlessly with MTN’s existing digital ecosystem.
For traders and retailers, Market by MoMo offers an opportunity to reach customers across Uganda without needing to establish their own websites or complex online presence. The platform handles many technical aspects of online selling, allowing merchants to focus on their products and service.
How Market by MoMo Works
Market by MoMo functions as a digital marketplace where the buying and selling process has been streamlined for ease of use. Here’s how it works for both sellers and buyers:
For Sellers:
- Registration: Merchants register on the platform using their MTN SIM and MTN MoMo merchant wallet.
- Shop Setup: After approval, sellers can create their digital storefront and upload products.
- Product Listing: Merchants can list unlimited products with detailed descriptions and images.
- Order Processing: When a customer places an order, the seller receives a notification.
- Preparation: The seller prepares the product for shipping.
- Pickup and Delivery: MTN’s logistics partners collect the product from the seller and deliver it to the customer.
- Payment Settlement: The seller receives payment in their wallet within 24-48 hours, minus the platform’s commission.
For Buyers:
- Access: Customers browse the marketplace through the MTN MoMo app or the website.
- Shopping: Buyers can explore various categories, compare products, and make selections.
- Purchase: Payment is processed through MTN MoMo, providing a secure transaction.
- Delivery: Products are delivered directly to the customer’s doorstep.
- Customer Support: Buyers can report issues, request returns, or seek assistance through MTN’s support channels.
This system removes many logistical challenges for sellers while providing buyers with a convenient shopping experience supported by MTN’s trusted infrastructure.
Why Sell on Market by MoMo?
Selling on Market by MoMo offers several compelling advantages for Ugandan entrepreneurs and established businesses alike:
Massive Customer Base: By joining Market by MoMo, sellers gain immediate access to over 60 million potential customers within the MTN ecosystem. This enormous reach would be nearly impossible for most small businesses to achieve independently.
MTN’s Trusted Reputation: The platform benefits from MTN’s established reputation for reliability and security. Customers are more likely to trust purchases from a marketplace backed by a brand they already know and use daily.
Regional Market Penetration: MTN’s strong presence throughout Uganda means sellers can reach customers in various regions more efficiently, expanding beyond their local markets without establishing physical stores.
Reduced Startup Costs: For new entrepreneurs, Market by MoMo eliminates many of the typical expenses associated with starting an online business. There’s no need to build a website, create a payment system, or establish a delivery network.
Marketing Support: Sellers benefit from MTN’s marketing initiatives, which can help products reach targeted customers at the right time. This marketing power is something individual businesses might struggle to achieve on their own.
A furniture maker in Kampala, for example, can now sell dining sets to customers in Gulu or Mbarara without opening physical stores in those locations. Similarly, a boutique owner in Jinja can reach fashion enthusiasts across the country through a single digital storefront.
Key Features of Market by MoMo
Market by MoMo stands out with several distinctive features designed to enhance the selling and buying experience:
Zero-rated Seller Hub Access: Merchants can access the seller portal without using data, removing a significant barrier for many small businesses with limited resources.
Integrated Payment System: The seamless connection with MTN MoMo means secure, instant transactions that customers already trust and use.
Third-Party Logistics Integration: The platform handles the complex logistics of delivery through partnerships with established delivery services, removing a major headache for sellers.
Free Content Services: Sellers receive support in creating product listings, including help with descriptions and imagery to enhance their digital presence.
Customizable Storefronts: Merchants can create personalized digital shops that reflect their brand identity while operating within the larger marketplace.
Secure Transaction Processing: Both buyers and sellers benefit from MTN’s secure payment processing, reducing fraud concerns.
Quick Settlement: Unlike some platforms that hold funds for longer periods, Market by MoMo promises payment to sellers within 24-48 hours after successful delivery.
Product Categories on Market by MoMo
Market by MoMo offers a comprehensive range of product categories, allowing consumers to find almost anything they might need in a single marketplace:
- Appliances: From kitchen equipment like blenders and microwaves to home appliances such as washing machines and refrigerators.
- Baby Products: Everything parents need including diapers, baby food, clothing, and nursery furniture.
- Electronics: TVs, audio equipment, computers, cameras, and other electronic devices for home and office use.
- Fashion: Clothing, shoes, and accessories for men, women, and children, including both casual and formal wear.
- Health & Beauty: Personal care items, cosmetics, grooming products, vitamins, and wellness goods.
- Home & Furniture: Household essentials, furniture pieces, décor items, bedding, and kitchen tools.
- Mobile Phones & Tablets: Smartphones, feature phones, tablets, and related accessories like cases and chargers.
- MTN Shop: Official MTN products and services, including airtime, data packages, and MTN-branded devices.
- Office, School & Stationery: Business and educational supplies including notebooks, pens, office equipment, and school essentials.
- Sports & Leisure: Fitness equipment, sporting goods, outdoor gear, and recreational items.
- Super Market: Grocery items, pantry staples, household supplies, and everyday consumables.
- Toys & Games: Entertainment for all ages, including board games, toys, puzzles, and educational play items.
Services Offered to Sellers on Market by MoMo
Market by MoMo provides an array of valuable services designed to support sellers at every stage of their ecommerce journey:
- Access to Customers: Direct connection to millions of active MTN users across Uganda.
- Unlimited Product Listing: Sellers can showcase their entire inventory without restrictions on the number of items.
- Rapid Payment Processing: Funds are settled within 24 hours after successful delivery, improving cash flow for businesses.
- Free Packaging & Marketing: During the promotional period, the platform provides packaging materials and marketing support at no cost.
- Free Pickup Service: Items are collected directly from the seller’s location by logistics partners.
- Content Service Support: Assistance with creating compelling product descriptions and images to increase sales potential.
- Digital Storefront Creation: Tools to build a branded online presence within the marketplace.
- Secure Order Processing: Robust systems to ensure transactions are protected and properly tracked.
- Zero-rated Seller Hub: Access to the merchant platform without the need of data, making management more affordable.
These services create a supportive environment for sellers, particularly those new to ecommerce who might otherwise struggle with the technical and logistical aspects of online selling.
Fees and Costs on Market by MoMo: What Sellers Need to Know
Understanding the cost structure is essential for sellers considering Market by MoMo. Currently, the platform offers an attractive promotional period with several free services:
Initial Promotional Period: For the first 12 months after joining, sellers enjoy:
- Free unlimited product uploads
- Free shipping and processing
- Free packaging materials
Post-Promotional Costs: After the 12-month promotional period ends, sellers should anticipate charges for:
- Shipping and delivery services
- Packaging materials
- Potential listing fees (though these haven’t been implemented yet)
No Hidden Charges: There are no payment processing fees, account maintenance costs, or separate platform subscription charges.
Settlement Timeline: Funds are typically settled within 24-48 hours after successful delivery, providing relatively quick access to revenue.
This cost structure makes Market by MoMo particularly attractive for new sellers who can establish their presence during the promotional period before incurring additional expenses.
Commission Structure of Market by MoMo
Market by MoMo operates on a commission-based model, where the platform takes a percentage of each sale. The commission rates vary depending on the product category, reflecting different market dynamics and profit margins.
Here’s a breakdown of the commission structure across different product categories:
| Product Category | Commission Rate |
| Toys & Games | 11.8% |
| Super Market | 9.44% |
| Sports & Leisure | 11.8% |
| Office, School & Stationery | 11.8% |
| MTN Shop | 5% |
| Mobile Phones & Tablets | 9.44% |
| Home & Furniture | 9.44% |
| Health & Beauty | 9.44% |
| Fashion | 14.16% |
| Electronics | 9.44% |
| Baby Products | 11.8% |
| Appliances | 9.44% |
For example, if you sell a hair care product priced at UGX 5,000 in the Health & Beauty category, the commission would be:
- UGX 5,000 × 9.44% = UGX 472
- Your settlement amount would be: UGX 5,000 – UGX 472 = UGX 4,528
This commission structure is competitive compared to other ecommerce platforms, particularly when considering the additional services provided. Sellers should factor these rates into their pricing strategy to maintain appropriate profit margins.
How to Sell on Market by MoMo: Step-by-Step Merchant Guide
Getting started as a seller on Market by MoMo involves a straightforward process:
1. Prepare Your Requirements:
- Ensure you have an active MTN SIM card
- Set up an MTN MoMo merchant wallet if you don’t already have one
- Gather any necessary licenses (like a liquor license if selling alcohol)
2. Register on the Platform:
- Visit market.momo.africa/sell/auth/register/kyc
- Click on the ‘Sign Up’ button
- Complete the registration form with your business details
- Submit your application
3. Wait for Approval:
- The approval process typically takes up to 72 business hours
- You’ll receive notification once your account is approved
4. Set Up Your Store:
- Log into the merchant portal using your credentials
- Customize your store profile with your business name, logo, and description
- Set up payment details to receive your settlements
5. Add Products:
- Navigate to the ‘Catalog’ section
- Choose between adding individual products or using bulk upload
- For each product, include:
- Clear product title
- Detailed description
- High-quality images
- Accurate pricing
- Stock availability
- Product specifications
6. Manage Your Inventory:
- Regularly update stock levels
- Adjust prices as needed
- Add new products or remove discontinued items
7. Process Orders:
- Receive notifications when customers place orders
- Prepare products for shipping
- Coordinate with logistics partners for pickup
Order Management and Fulfillment on Market by MoMo
Order management and fulfillment are streamlined on Market by MoMo through a well-defined process that leverages third-party logistics partnerships:
Order Notification: When a customer makes a purchase, sellers receive an instant notification through the merchant portal.
Order Preparation: Upon receiving an order, the seller prepares the product for shipping, ensuring it’s properly packaged and ready for pickup.
Dispatch Process: The seller indicates on the platform that the order is ready for dispatch, triggering the logistics process.
Pickup Service: A driver from MTN’s logistics partner arrives at the seller’s location to collect the package. This eliminates the need for sellers to arrange their own delivery.
Tracking and Monitoring: Both seller and buyer can track the order’s progress through the platform.
Delivery Confirmation: Upon successful delivery to the customer, the system registers completion of the order.
Payment Settlement: Within 48 hours of confirmed delivery, the payment (minus commission) is deposited into the seller’s wallet.
Return Handling: If a customer initiates a return:
- The request appears in the seller’s notifications
- Sellers can accept or decline the return request
- If accepted, the logistics partner handles pickup from the customer
- The platform manages the refund process
How to Buy from Market by MoMo
The buying experience on Market by MoMo is designed to be intuitive and accessible for Ugandan consumers:
Accessing the Platform:
- Through the MTN MoMo app: Simply open your existing MoMo app and look for the Market section
- Via web browser: Visit market.momo.africa and create an account or log in with your MTN credentials
Browsing Products:
- Navigate through categories to find specific items
- Use the search function to locate products quickly
- Filter results by price, ratings, or other specifications
- View detailed product information, images, and seller ratings
Making a Purchase:
- Select your desired product
- Choose quantity and any available options
- Add to cart and proceed to checkout
- Confirm your delivery address
- Complete payment through MTN MoMo
Order Tracking:
- Receive confirmation and tracking details via SMS or email
- Monitor order status through the platform
- Communicate with customer support if needed
Receiving Delivery:
- Accept delivery at your specified location
- Inspect the product before confirming receipt
- Rate your experience and the product
After-Sale Support:
- Request returns if necessary
- Access customer service for any issues
- Leave reviews to help other buyers
The integration with MTN MoMo makes payments secure and familiar for users already comfortable with mobile money transactions, removing a significant barrier to online shopping adoption.
Challenges & Considerations for Sellers
While Market by MoMo offers many advantages, sellers should be aware of potential challenges:
Post-Promotion Costs: After the initial 12-month free period, several services will begin to carry charges. Sellers should prepare for:
- Packaging costs
- Shipping and processing fees
- Potential platform listing fees
Category Restrictions: The platform maintains strict guidelines on prohibited items:
- Alcohol sellers require proper licensing
- Used or refurbished goods are not permitted
- Counterfeit items are prohibited
- Certain regulated products may face additional restrictions
Technical Limitations:
- No standalone app means reliance on the MTN MoMo app or web platform
- Dependence on MTN’s ecosystem could limit flexibility
- Internet connectivity issues in some regions might affect platform access
Commission Impact: The variable commission rates can significantly affect profitability, especially in high-commission categories like Fashion (14.16%).
Competition Considerations: Popular categories may become saturated, requiring sellers to differentiate their offerings.
Logistics Dependency: Reliance on third-party logistics partners means sellers have limited control over the delivery experience.
Settlement Timing: While 24-48 hour settlement is quick compared to some platforms, it still creates a cash flow gap sellers need to manage.
Platform Policy Changes: As the service evolves, terms, commissions, and features may change, requiring sellers to adapt.
Understanding these challenges allows sellers to develop appropriate strategies and set realistic expectations when joining the platform.
Market by MoMo vs Competitors (Jumia, Glovo)
The ecommerce landscape in Uganda features several key players. Here’s how Market by MoMo compares to established competitors like Jumia and Glovo:
| Feature | Market by MoMo | Jumia | Glovo |
| Platform Type | Full ecommerce marketplace | Full ecommerce marketplace | Primarily delivery service with marketplace features |
| Commission Rate | 5-14.16% depending on category | 10-20% depending on category | 15-30% for restaurants and retailers |
| Seller Fees | Free for first 12 months | Monthly subscription fees | Registration and onboarding fees |
| Payment Settlement | Within 24-48 hours | 7-14 days typically | Weekly settlements |
| Logistics | Third-party partners with free pickup | In-house logistics network | Own delivery fleet for quick delivery |
| Customer Base | MTN users (60+ million potential) | Established ecommerce users | Urban, convenience-focused consumers |
| Product Range | Comprehensive retail categories | Wide retail spectrum | Limited to food, groceries, and essentials |
| Mobile App | No standalone app (uses MoMo app) | Dedicated mobile app | Dedicated mobile app |
| Market Focus | General retail with MTN integration | General retail and marketplace | Quick commerce and on-demand delivery |
| User Experience | Integrated with familiar MoMo service | Standalone ecommerce experience | Fast delivery-focused interface |
Key Differentiators:
- Market by MoMo leverages MTN’s trusted reputation and existing user base
- Jumia offers a more established marketplace with higher visibility but higher fees
- Glovo focuses on speed and convenience for a limited product range
Each platform has its strengths, with Market by MoMo particularly appealing to sellers looking to leverage MTN’s ecosystem and those sensitive to commission rates and settlement times.
Future Outlook: What to Expect from Market by MoMo
As Market by MoMo establishes itself in Uganda’s digital commerce landscape, several developments are likely on the horizon:
Expanded Coverage: Expect the platform to extend its reach beyond urban centers into more rural areas of Uganda, leveraging MTN’s extensive network infrastructure.
Standalone App Development: While currently accessible through the MoMo app or website, a dedicated mobile application would improve user experience and could be in development.
Enhanced Features: As the platform matures, sellers can anticipate more sophisticated tools for inventory management, analytics, and customer engagement.
Additional Payment Options: Though MTN MoMo integration is a strength, the platform may eventually incorporate other payment methods to attract a broader customer base.
Cross-Border Expansion: Given MTN’s presence across multiple African countries, international selling capabilities may emerge, allowing Ugandan merchants to reach customers in neighboring markets.
Subscription Models: The platform might introduce tiered seller plans with different feature sets and commission structures based on sales volume or merchant needs.
Specialized Services: Look for the development of category-specific features tailored to the needs of different seller types, from fashion retailers to electronic goods vendors.
Integrated Marketing Tools: More advanced promotional capabilities could allow sellers to boost visibility through sponsored listings or featured product placements.
The platform’s evolution will likely be guided by both market demands and the broader strategic objectives of MTN’s digital service expansion across Africa.
FAQs About Selling on Market by MoMo
- What is the Merchant portal on Market by MoMo?
The Merchant portal (also called Seller Portal) is the dedicated online platform where sellers manage all aspects of their Market by MoMo business. It allows you to register your business, upload and manage products, process incoming orders, and coordinate with logistics partners for deliveries. The portal is designed to be user-friendly even for those with limited technical experience. - How do I register as a merchant on Market by MoMo?
Registration is straightforward. Visit market.momo.africa/sell/auth/register/kyc and click the ‘Sign Up’ button. You’ll need to complete a registration form with your business details. The platform will guide you through each step, including verification of your MTN number and MoMo merchant wallet. - What documents do I need to register as a merchant?
The basic requirement is having an active MTN SIM card and an MTN MoMo merchant wallet. If you sell regulated products like alcohol, you’ll need to provide your liquor license. Unlike some platforms, Market by MoMo doesn’t require extensive documentation, making it accessible to informal businesses. - How long does the merchant approval process take?
The standard approval timeline is within 72 business hours (about 3 working days). During this time, the platform verifies your information and prepares your merchant account. You’ll receive notification once your account is approved and ready for use. - Are there subscription or listing fees?
Currently, there are no subscription or listing fees on Market by MoMo. During the first 12 months, product listing is completely free. However, the platform has indicated that subscription or listing fees might be introduced in the future as the service develops. - How do I list my products on the platform?
After logging into the merchant portal, navigate to the ‘Catalog’ section. You’ll find two options for adding products: “Add Product” for individual listings and “Bulk Upload” for adding multiple products simultaneously. The platform guides you through providing product details, images, pricing, and inventory information. - What products are prohibited on Market by MoMo?
The platform prohibits counterfeit items, used or refurbished goods, and certain regulated products. Alcohol sellers must provide proper licensing documentation. A complete list of prohibited items is available at market.momo.africa/sell/landing/what-you-sell. - How does the shipping process work?
When you receive an order, you’ll prepare the product for shipping and mark it as ready for dispatch in the merchant portal. A driver from MTN’s logistics partner will then come to your location to collect the package. The entire delivery process is handled by these partners, removing the logistical burden from sellers. - When and how do I receive payment for my sales?
Payments are deposited directly into your MTN MoMo merchant wallet within 48 hours after successful delivery confirmation. The amount you receive is the product price minus the applicable category commission. This settlement period is faster than many competing platforms. - What commission rates does Market by MoMo charge?
Commission rates vary by product category, ranging from 5% for MTN Shop items to 14.16% for Fashion products. Most categories fall between 9-12%. These commissions are your primary cost for using the platform, as there are currently no additional fees for basic services. - How do I handle customer returns?
The platform manages the initial return request process. When a customer initiates a return, you’ll receive a notification in your merchant portal. You can then accept or decline the return request based on your return policy and the condition of the returned item. If accepted, the logistics partner handles the return pickup and delivery. - Is there a limit to how many products I can list?
No, you can list unlimited products on Market by MoMo. This is particularly beneficial for sellers with large inventories or those offering various product lines under one business. - How do third-party logistics vendors support my business?
These logistics partners handle the entire delivery process, from collecting packages at your location to delivering them to the customer’s doorstep. They manage transportation, tracking, and delivery confirmation, allowing you to focus on product preparation and quality rather than logistics. - Can I sell products from multiple categories?
Yes, you can list products across different categories under one merchant account. This allows for diversification and helps you reach various customer segments without managing multiple storefronts. - What happens after the 12-month free period ends?
After the promotional period, you’ll likely begin paying for services that were previously free, including packaging materials and shipping/processing fees. The platform will provide details about these costs before the free period expires, allowing you to adjust your business model accordingly. - How do I track my sales performance?
The merchant portal includes analytics tools that show your sales performance, popular products, customer trends, and other important metrics. These insights help you make informed decisions about inventory, pricing, and product selection. - Can I offer discounts or promotions on my products?
Yes, the platform allows you to create special offers, discounts, and promotions for your products. These promotional tools can help attract customers and increase sales, especially during competitive shopping periods. - What kind of customer support is available to sellers?
Market by MoMo provides dedicated support for sellers through various channels, including a help center within the merchant portal, email support, and phone assistance. They can help with technical issues, platform questions, and dispute resolution. - How do I increase my visibility on the marketplace?
Creating complete, detailed product listings with high-quality images significantly improves visibility. Regularly updating your inventory, maintaining competitive pricing, and responding promptly to orders and customer inquiries also helps improve your seller rating, which can boost your products’ visibility in search results. - Can I use Market by MoMo alongside other selling channels?
Yes, there are no exclusivity requirements. Many successful sellers use Market by MoMo alongside other sales channels, including physical stores, other online marketplaces, or their own websites. This multi-channel approach can maximize your reach and reduce dependency on any single platform.
Conclusion
Market by MoMo represents a significant step forward for ecommerce in Uganda, bringing together MTN’s trusted infrastructure with an accessible marketplace model. For sellers, particularly small and medium enterprises, the platform offers unprecedented access to millions of potential customers without the typical barriers of establishing an independent online presence. The combination of free initial services, manageable commission rates, and integrated logistics support creates an opportunity for businesses at all levels to participate in the digital economy.
As the platform grows and evolves, it has the potential to transform how Ugandans shop and sell online. The backing of MTN provides stability and trust that new marketplaces often struggle to establish. For consumers, the convenience of shopping from a wide range of categories through a familiar service enhances the digital shopping experience.
The success of Market by MoMo will ultimately depend on how well it balances the needs of both sellers and buyers while adapting to the unique challenges of the Ugandan market. With its current trajectory and feature set, the platform is well-positioned to become a central player in Uganda’s digital commerce landscape, potentially setting new standards for how ecommerce operates across the region.
For entrepreneurs considering online selling, Market by MoMo offers a timely opportunity to establish a digital presence with reduced risk and investment. As Uganda continues its digital transformation, platforms like Market by MoMo will likely play an increasingly important role in connecting businesses with consumers across the country.
