A New Chapter


Egypt’s B2B eCommerce platform MaxAB has announced that its co-founder and Chief Operating Officer (COO), Mohamed Ben Halim, will be stepping down from his role. His departure marks the beginning of a new professional chapter after six years of leading the company alongside CEO Belal El-Megharbel.

Halim's decision comes just two months after the company finalized its merger with Kenya’s eCommerce giant, Wasoko, in August 2024, making this a pivotal moment for MaxAB’s leadership structure.

Leadership Changes Following MaxAB-Wasoko Merger


The merger between MaxAB and Wasoko, considered a landmark deal in African eCommerce, resulted in a co-leadership model. Daniel Yu, CEO of Wasoko, and Belal El-Megharbel, CEO of MaxAB, were tasked with guiding the newly formed entity. El-Megharbel would focus on overseeing day-to-day operations, while Yu took the reins on corporate relations. This leadership reshuffle positioned both companies for operational and market growth across Africa.
As co-founder, Mohamed Ben Halim played an integral role in MaxAB’s rapid expansion across North Africa, particularly in Egypt and Morocco. Since co-founding the company in 2018, Halim has been recognized for spearheading key initiatives, including the launch and growth of MaxAB’s Logistics as a Service (LAAS). His departure comes after having left a significant imprint on the company's strategic direction and success.

Challenges and Opportunities in the Merger


The journey to merge MaxAB with Wasoko began in December 2023, when the two companies entered a preliminary agreement to collaborate on expanding trade within Africa and leveraging new technologies. However, the early months of 2024 saw some turbulence. In January, the newly formed entity reduced its workforce by approximately 10%, affecting nearly 400 employees across both companies. Despite the layoffs, MaxAB and Wasoko emphasized that the merger would unlock new opportunities for African eCommerce.


By mid-2024, the merger faced delays caused by extended due diligence, macroeconomic headwinds, and restructuring. However, both MaxAB and Wasoko moved forward with operational integration, including successfully merging their technology platforms within 60 days. Daniel Yu remarked that this synergy would enhance the company’s operational capabilities across their regions of influence. Wasoko currently serves over 200,000 shop owners across East Africa, while MaxAB caters to more than 150,000 shop owners in Egypt and Morocco.

Speculations Around Leadership Transitions


MaxAB acknowledged that Halim had ensured a seamless transition as he prepared to exit the company. His contributions, according to MaxAB, have left a lasting legacy that will continue to shape the company's future. While the official statement celebrated his tenure, Halim’s departure, so soon after the merger, raises questions about leadership shifts and whether his exit was planned before the merger’s completion.

Nevertheless, with Belal El-Megharbel and Daniel Yu at the helm, the merged entity is expected to continue driving innovation in the African eCommerce space.