Nairobi, April 19 -- Homegrown e-commerce start-up MarketForce has announced it is shutting down its business-to-business (B2B) distribution business RejaReja citing razor-thin margins that have made it a struggle to attain profitability at a unit level.

In a blogpost dated April 17, co-founder Tesh Mbaabu also attributed the move to high elasticity of prices, which translates to constant price wars in the business segment.

"Unfortunately, that is our closing chapter. After immense efforts to make our business model sustainable, including downsizing the business to extend the runway for as long as possible, we have concluded that it is no longer feasible to keep RejaReja operational," wrote Mr Mbaabu in the post.

While MarketForce orig...