Kenya, July 21 -- In a bold move following the collapse of their previous venture, the founders of Copia Global, which raised over Sh15 billion ($123 million) before shutting down in 2024, have launched a new e-commerce startup in Kenya named Stahili, as reported by Business Daily on July 21, 2025.
Tracey Turner, Timothy Steel, and Michael King, the key figures behind Copia, have taken up roles as chairperson, CEO, and CTO of Stahili, respectively, with the Copia founders launching Stahili as a fully owned subsidiary of the U.S.-based Copia Holding Company, sparking debates about the team's ability to rebound from Copia's failure.
The founders of Copia Global, a Kenyan e-commerce platform that once promised to revolutionise retail for middle- and low-income consumers, have re-entered the entrepreneurial scene with Stahili, a new e-commerce startup targeting Kenya's underserved markets.
Launched in August 2024, just months after Copia's liquidation, Stahili is led by Tracey Turner (chairperson), Timothy Steel (CEO), and Michael King (CTO), the same trio that steered Copia to raise $123 million from investors like Goodwell Investments and the U.S. International Development Finance Corporation before its closure, according to Business Daily.
Official records from Kenya's Business Registration Service confirm that Stahili is wholly owned by Copia Holding Company, a U.S.-registered entity linked to Turner, raising questions about governance and strategy, on "corporate recycling."
Copia Global, founded in 2013 by Turner and Jonathan Lewis, aimed to bridge the digital divide by delivering affordable goods to peri-urban and rural Kenyans through a network of 50,000 agents.
Its innovative model, combining mobile technology and local shopkeepers as order and delivery points, earned accolades, including a spot on Fast Company's 2020 list of Most Innovative Companies in Africa.
However, mounting operational costs, thin margins, and a tough fundraising environment led to Copia's downfall, with the company entering administration in May 2024 and liquidating by September, as per Tech In Africa.
The collapse, which saw 1,060 workers face redundancy, sparked criticism, with analysts like Kagwe Mutahi of Africa Insights Consulting pointing to financial misappropriation as a key issue.
Stahili, described on its website as an e-commerce platform empowering middle- and low-income Africans, mirrors Copia's mission but aims to address past shortcomings.
Turner's statement likens Stahili's model to Groupon's early success in the U.S. and Coupang's in South Korea, emphasising discounted purchasing opportunities for underserved consumers.
Stahili's operational launch in September 2024 coincides with Copia's asset liquidation, raising concerns about whether the new venture can avoid the pitfalls that sank its predecessor.
Copia's collapse highlighted broader challenges in Kenya's e-commerce sector, where high logistics costs and limited digital penetration in rural areas hinder profitability.
The company's hybrid model, leveraging USSD technology and local agents, served over 1 million customers but struggled with scalability, as detailed in a Pioneers Post report.
Stahili's approach appears to build on this, with a focus on mobile-driven commerce, but specifics remain scarce. Turner's parallel venture, Olverra, launched to connect African artisans to global markets, suggesting a diversified strategy, though its relevance to Stahili's goals is unclear.
Kenya's startup ecosystem, a leader in East African venture capital with $3.3 billion raised since 2019, has seen both triumphs and failures, with Copia's liquidation alongside Twiga Foods and Wasoko's restructurings signalling a tough market, per CB Insights.
Stahili enters this landscape with the advantage of experienced leadership but faces scrutiny over past mismanagement. The Copia Holding Company's ownership raises red flags, as clients noted on X, questioning whether Stahili is merely a rebrand to shed Copia's liabilities.
Analysts suggest that addressing trust, logistics, and financial discipline will be critical for Stahili's success, especially given Kenya's 29% share of Africa's startup funding in 2024.
For those tracking Stahili's e-commerce launch news, the venture's early moves are under close watch. The team's ability to learn from Copia's failure, marked by overexpansion and a failure to secure sustainable funding, will determine its fate.
Disrupt Africa highlighted Copia's $50 million Series C in 2022 as a high point, but its subsequent closure underscores the risks of scaling too quickly. Stahili's focus on discounted goods and mobile accessibility could resonate with Kenya's growing middle class, projected to drive $2.1 trillion in consumer spending by 2025.
Published by HT Digital Content Services with permission from Bana Kenya.