As e-commerce continues to grow across Ghana, logistics remains one of the biggest challenges facing online sellers. Delayed deliveries, high costs, and unreliable courier services often prevent small businesses from scaling. Swoove, a Ghanaian logistics technology startup, is addressing this gap by building smart, affordable delivery solutions designed specifically for micro, small, and medium-sized enterprises.
Founded in Accra, Swoove has positioned itself as a key player in Ghana’s startup ecosystem by simplifying how businesses access logistics services. Its platform connects online sellers with multiple delivery providers, helping them move goods faster while reducing operational costs.
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The Origin and Pivot of Swoove
Swoove did not begin as a logistics company. The startup originally launched a product called Curiashops, a tool that helped small businesses create free online storefronts within minutes. However, as adoption increased, the founders observed a recurring problem. Many sellers could create websites, but they struggled to deliver products efficiently to customers.
According to Swoove’s leadership, logistics costs in Ghana often account for a large percentage of the final product price. This made online selling less attractive for both merchants and customers. Recognising this challenge, the company made a strategic pivot from website creation to logistics technology, focusing on fulfilment rather than storefronts.
This shift proved timely, especially as social commerce and mobile money payments expanded rapidly across Ghana.
Founder Spotlight: Kwaku Tabiri and the Birth of Swoove
Swoove was founded by Kwaku Tabiri, a Ghanaian entrepreneur with a strong background in technology and product development. His journey into logistics innovation began with a deep interest in solving real problems faced by small businesses across Ghana.
Before Swoove became a logistics platform, Kwaku Tabiri launched Curiashops, a tool that allowed small merchants to create free online stores within minutes. While the product gained traction, he quickly noticed a recurring issue. Many sellers could set up online shops, but they struggled to deliver products to customers efficiently and affordably.
Through close interaction with merchants, Tabiri discovered that logistics costs and unreliable delivery services were holding back e-commerce growth. In some cases, delivery fees were higher than the value of the products being sold. This insight became a turning point.
Rather than continue focusing solely on storefront creation, Kwaku Tabiri decided to pivot the business toward logistics technology. His goal was to remove delivery as a barrier for small and medium-sized enterprises by building a system that connected sellers to multiple courier services through one platform.
This shift led to the birth of Swoove, a logistics-focused startup designed to simplify fulfilment, reduce costs, and improve delivery reliability. Under Tabiri’s leadership, Swoove evolved into a platform that supports merchants through web, mobile, USSD, and API access, ensuring inclusivity across different business types.
What Swoove Does
Swoove operates as a logistics aggregation and management platform. It allows businesses to request delivery services, compare pricing, and track orders through a single system. Instead of dealing with multiple courier companies separately, merchants can manage deliveries from one dashboard.
Key services provided by Swoove include:
• Access to multiple logistics providers in one place
• Transparent delivery pricing and instant quotes
• Real-time shipment tracking
• Delivery scheduling and route optimisation
• Integration through web platforms, mobile apps, USSD, and APIs
This multi-channel approach ensures that even businesses without smartphones or advanced technical skills can use the platform. By improving coordination between sellers and delivery partners, Swoove reduces delays and failed deliveries.
Impact on Small and Medium Businesses in Ghana
Swoove’s biggest strength lies in its focus on small businesses. Many Ghanaian sellers rely on Instagram, WhatsApp, and Facebook to sell products. While demand exists, fulfilment remains a major barrier to growth.
By reducing delivery costs and improving reliability, Swoove enables sellers to compete more effectively with large e-commerce platforms. Reports show that businesses using Swoove can save up to 50 per cent on delivery expenses, making online selling more sustainable.
The startup has already served over 1,500 merchants and completed more than 15,000 deliveries. These numbers reflect growing trust among local businesses and confirm the platform’s relevance in the market.
Beyond cost savings, Swoove improves professionalism. Customers receive tracking updates and predictable delivery timelines, which helps businesses build credibility and repeat sales.
Technology and Logistics Innovation
Swoove leverages data and routing algorithms to optimise deliveries. By grouping orders and matching them with the most efficient courier options, the platform reduces wasted trips and idle rider time. This benefits both sellers and delivery partners.
For logistics providers, Swoove offers better access to consistent delivery jobs and improved route planning. This creates a more stable ecosystem where couriers can increase earnings while maintaining service quality.
The company’s technology also supports scalability, allowing Swoove to expand beyond Accra into other regions such as Kumasi, Takoradi, and Tamale.
Funding and Growth Trajectory
Swoove’s innovation has attracted strong institutional support. The startup participated in MEST Express, where it received a grant of 15,000 US dollars. It later secured an additional 120,000 US dollars in grant funding from the Catalyst Fund Inclusive Digital Commerce Accelerator.
These funds have supported product development, team expansion, and market growth. Swoove is now focused on strengthening partnerships with logistics providers and onboarding more merchants across Ghana.
The Future of Swoove and African E-Commerce
Logistics remains one of the most critical enablers of e-commerce growth in Africa. Without efficient delivery systems, digital commerce cannot reach its full potential. Swoove’s approach addresses this issue by building infrastructure that fits local realities rather than copying foreign models.
As Ghana’s digital economy expands, platforms like Swoove will play a central role in connecting online transactions to real-world delivery. With its focus on affordability, accessibility, and technology, Swoove is helping to unlock growth opportunities for thousands of small businesses.
The company’s long-term vision includes regional expansion and deeper integration with Africa’s evolving digital trade ecosystem. If successful, Swoove could become a blueprint for logistics innovation across emerging markets.
