Twiva secures backing to scale performance-based social commerce model

Kenyan platform connects SMEs with creators through structured campaigns, linking marketing activity to measurable sales and payments.

Kenyan social commerce startup Twiva has received funding from Jobtech Alliance to expand a platform designed to connect small businesses with digital creators through performance-based marketing and integrated payments.

Twiva operates a marketplace where micro, small and medium-sized enterprises (MSMEs) promote and sell products through creators acting as online sales agents. Unlike traditional influencer marketplaces that focus primarily on matching brands with talent, the platform structures demand at the outset, embedding campaign management, performance tracking and payment systems into a single workflow. Campaigns are tied to measurable outcomes such as clicks, conversions and completed sales.

The investment amount was not disclosed. Jobtech Alliance, an initiative focused on supporting platforms that create income opportunities across Africa, has been working with Twiva for more than six months, providing operational support and engaging with users on the platform.

“In the process, we confirmed our hypothesis that building the infrastructure to generate consistent, repeat brand demand is the challenge that platforms need to tackle,” Jobtech Alliance said.

The organisation said the decision to invest reflects broader market dynamics. While the number of digital creators and monetisation tools continues to grow across Africa, income stability remains limited. Earnings are often tied to short-term campaigns and can fluctuate due to changes in platform algorithms, audience engagement or seasonal demand.

Twiva’s model addresses this by positioning creators as part of a distributed sales network. The platform integrates onboarding, campaign execution and payments, allowing brands to run repeatable campaigns while giving creators clearer visibility into performance and earnings.

“It deeply understands demand, and it deeply understands creators. The platform demonstrates that when you structure demand, embed payments, build skills, and treat creators as distributed businesses, you can build repeat revenue and customers for brands and more durable income for creators,” Jobtech Alliance said.

The company also aims to expand access to digital work, particularly for creators who are not represented by agencies or included in formal campaign pipelines. By linking compensation directly to campaign performance within a defined structure, the platform seeks to reduce variability in earnings and enable more predictable income streams.