In Africa, small businesses struggle to connect to the global market, often relying on exploitative middlemen. Handmade products along with locally produced items hold enormous market potential but remain underutilized because market involvement is difficult, supply chains are inefficient, and infrastructure is insufficient. Maxwell Adew noticed the marketplace challenges while visiting more than 30 African countries that sparked his passion to identify solutions that would help remote businesses connect with international consumers.
The solution came to him during a trip to Morocco, where he witnessed the plight of local women producing argan oil by hand, only to receive a fraction of what their work was truly worth. Maxwell’s heart sank as he realized that the gap between production and fair compensation was widening and a powerful opportunity for change was slipping through the cracks. Inspired by this, he founded Kuueza—a digital platform designed to give African SMEs a direct gateway to retailers and consumers around the world.
Through Kuueza, Maxwell has turned the problem of access to the market into a bright solution. By leveraging technology to connect local producers directly with global buyers, the company empowers African entrepreneurs to reclaim control over their products and livelihoods. What started as a mission to solve a deeply personal problem has now become a movement transforming Africa’s economic landscape.
Let’s learn how Maxwell is shaping the future of African e-commerce and enabling SMEs to thrive globally!
From Non-Profit to Tech Entrepreneur
Maxwell’s journey to becoming a tech entrepreneur and CEO of Kuueza was not a conventional one. Before diving into the world of digital innovation and e-commerce, he spent much of his early career working in the non-profit sector. His passion for solving global problems, especially those affecting underdeveloped regions, led him to travel extensively. These trips opened his eyes to the untapped potential and the numerous challenges that small businesses face across the continent.
Growing up, Maxwell developed an early interest in technology and problem-solving. He was raised in a family that valued education, and was always drawn to new ways of thinking and discovering solutions to problems. His background in computer science would later become pivotal in his entrepreneurial journey. After completing his studies, he worked for several international non-profit organizations that focused on poverty alleviation, infrastructure, and digital literacy.
“It was during one of these trips, when I visited Morocco and observed the production of argan oil, that I realized how systemic the challenges faced by small businesses truly were,” he shares, reflecting on the trip that marked the beginning of Kuueza’s story. The women he met there, manually producing argan oil with their bare hands, were struggling to make ends meet. Despite producing a product that was sold at premium prices worldwide, they barely earned enough to feed their families. “They were working just to afford bread,” he recalls—a realization that kept him up at night.
Maxwell saw the potential for change. “We need to create proven access to the market for both formal and informal sectors so that they can sell directly to buyers, bypassing the middlemen who often exploit them,” he says. This realization gave birth to Kuueza in 2018, a digital platform designed to open up global markets to African SMEs, allowing them to showcase and sell their products directly to buyers.
The Vision Behind Kuueza
Kuueza’s mission is simple yet profound: to create a digital marketplace where African SMEs, from the informal to the formal sectors, can access global markets. “The problem we’ve observed is clear,” Maxwell explains. “Access to the market is the key challenge. And that’s where this digital platform comes in—helping African businesses, especially small and medium-sized ones, to get their products into the hands of those who want to buy them.”
But the journey hasn’t been easy. Africa’s infrastructure challenges—ranging from shipping and logistics to unreliable electricity and poor internet connectivity—have posed significant barriers to scaling such a platform. “The challenges are immense, but they are not insurmountable,” he states. “We’ve built a strong ecosystem of partners and stakeholders who support us in overcoming these challenges.”
One of the unique aspects is its ability to adapt to the local needs of each country and region. Many of the entrepreneurs Maxwell worked with during his travels were operating in the informal economy, where transactions are typically done via cash and there is little to no record-keeping. This informal sector constitutes about 80% of African businesses, and it’s often overlooked by large-scale e-commerce platforms. Yet, it is here that the majority of Africa’s entrepreneurs operate, and it’s here that Kuueza focused its efforts.
Through Kuueza, Maxwell has worked to build a bridge between these informal businesses and the formal, structured e-commerce world. One of the platform’s core features is its ability to integrate simple, user-friendly tools for business owners to list their products, manage their stock, and track their orders. It has eliminated the need for complex processes that were previously barriers for small-scale entrepreneurs. “If you want to empower a small business, you have to simplify things for them, make it easy for them to participate in a global economy,” he says. This approach has already shown tremendous promise in helping businesses grow and develop sustainably.
Technology as a Solution
Maxwell’s background in computer science has played an essential role in shaping his approach to entrepreneurship. “As a tech entrepreneur, my goal is to leverage technology to solve problems—especially those that society hasn’t yet figured out how to solve,” he says. “I have always been passionate about using technology as a tool for social change.”
His expertise in technology, coupled with his experience in the non-profit sector, has enabled him to design Kuueza as a solution that blends innovation with empathy. His work in ICT, digital literacy, and STEM education across over 10 countries laid the groundwork for the kind of platform it has become today. “Technology is key to solving Africa’s most pressing issues,” he believes, and it is this philosophy that guides his work.
With over 16 years of experience working internationally and witnessing the transformative power of technology in education, Maxwell has brought the same energy to the organization. “Every country I visited, every person I met, played a role in shaping the vision for Kuueza,” he explains. His interactions with people from different walks of life have influenced the way he approaches challenges and innovation. “The human connections I made during my travels are an integral part of what Kuueza is today.”
Kuueza’s digital platform also incorporates educational modules that teach business owners how to use digital tools for growth. From basic online marketing strategies to financial literacy, the organization supports business owners every step of the way. This combination of technology and education creates a powerful ecosystem that fosters the development of sustainable, scalable businesses. “The idea is to not only give them access to a marketplace but also the skills they need to thrive in it,” he adds.
Kuueza’s Impact on Africa’s Supply Chain Efficiency
One of the biggest issues African businesses face is a lack of efficiency in the supply chain, a problem that directly impacts their ability to compete globally. Retailers have often complained about the challenges of sourcing African products consistently. “The main issue is that once an African product becomes popular in the market, it becomes difficult to replenish the stock with the same level of quality and consistency,” Maxwell explains.
Kuueza addresses this by ensuring that products are sourced directly from producers, guaranteeing quality assurance and supply chain reliability. “We work closely with producers to ensure that their products meet the necessary standards, and we focus on making sure they are available throughout the year,” he adds. This commitment to supply chain improvement is essential for African products to become competitive in the global marketplace.
Kuueza’s Role in North American Trade
One of the most successful initiatives is WeXchange, a platform designed to streamline the process of shipping African products to North America. “We realized that North American buyers are not willing to wait for weeks or months for products to arrive,” Maxwell explains. “WeXchange reduces shipping times to just 3-5 days, making it a much more viable option for international buyers.”
By addressing the long wait times associated with African exports, WeXchange has opened up new opportunities for African producers to engage with a wider audience. “We’ve made it easier for buyers in North America to consider purchasing African products because they can trust that the products will be delivered on time and without exorbitant shipping costs,” he adds.
Education and Empowerment
As someone who has worked on educational initiatives across the continent, he believes that empowering young people is key to Africa’s future. “Education is the engine of personal development,” he quotes Nelson Mandela, one of his greatest inspirations.
Through Kuueza, Maxwell supports young entrepreneurs by providing job opportunities and internships. “Our team is made up of individuals between the ages of 19 and 28,” he shares proudly. “We believe in empowering the next generation of leaders by giving them the tools and opportunities they need to succeed.”
In addition to creating jobs, it supports STEM education and alternative learning centers for marginalized youth. “We’re committed to supporting the educational needs of young people across Africa,” he states. “This is just one way we can help create the next wave of African entrepreneurs.”
Scaling Kuueza Across Africa
Scaling a business across Africa is no small feat, but Maxwell has approached it with a careful, strategic mindset. “We think local and act global,” he explains. “Every market is different, and we’ve learned that there’s no one-size-fits-all approach.” Kuueza’s expansion strategy involves rolling out plans in phases, testing the waters in each market, and refining the approach based on real-world feedback.
“We’re constantly reiterating our strategy, innovating as we go,” he says. “What works in one country might not work in another, so we have to stay flexible and adapt to changing circumstances.”
A Vision for the Future: E-Commerce in Africa
Maxwell’s vision for the future of e-commerce in Africa is bold and optimistic. “The future is Africa,” he says. “With over 1.3 billion people, Africa has an enormous potential to lead in global commerce.” Though Africa’s e-commerce industry is still in its infancy, Maxwell believes the continent’s potential is undeniable.
“We are preparing for the future,” he shares. “We want to make Kuueza the go-to platform for sourcing African products, whether you’re in North America, Europe, or anywhere else in the world. We’re laying the groundwork today so that when the time comes, we will be ready.”
Advice for Aspiring Entrepreneurs
For aspiring entrepreneurs looking to make an impact, Maxwell has a clear set of principles. “Identify a problem you’re passionate about,” he advises. “Don’t waste your time on something you don’t love. Solve real problems, not just something that’s nice to have. And make sure your product has market fit—understand the market and build what people are willing to pay for.”
He emphasizes the importance of leveraging technology, focusing on building a small but talented team and ensuring that revenue is regenerated from day one. “And remember,” he adds with a smile, “don’t chase investors. If you focus on your customers and their needs, the investors will come.”
A Legacy of Empowerment
Through Kuueza, Maxwell is not just transforming the way African SMEs connect to the global market; he’s building a movement. A movement focused on empowerment, access, and creating a fairer, more sustainable global trade system. By leveraging technology, empowering young entrepreneurs, and focusing on long-term impact, he is proving that with the right tools, Africa can reshape its future in the global economy.
In the years to come, Maxwell envisions the organization playing a pivotal role in driving the next phase of Africa’s economic development. “This is just the beginning,” he says. “The future holds immense potential, and Kuueza is ready to lead the way in unlocking it for Africa’s businesses and its people.”
