Commerce strategy, growth & procurement across SADC and Africa.

(a.1) Why S.O.M.

S.O.M. offers a unique blend of:

• Strategic insight
• Operational thinking
• Commerce infrastructure expertise
• Market-grounded execution

We understand both the realities of informal commerce and the requirements of scalable modern business systems — allowing us to bridge the gap between grassroots distribution and structured commercial growth.

(b) Practice

What we do

Commerce Infrastructure & Marketplace Development

01

We build scalable commerce and operational systems for growing businesses — market-entry architecture, unit economics and the operating systems behind sustainable scale.

Business Growth & Strategic Advisory

02

We help businesses scale through strategic planning and commercial development — revenue levers, channel strategy and disciplined execution.

Brand Positioning & Investor Readiness

03

We help founders communicate their vision with clarity and investor appeal — narrative, data and positioning that make a business legible to serious capital.

Luxury & Retail Sales Consulting

04

We improve customer experience and sales performance for premium brands across the continent's highest-value trade.

Procurement & Sourcing

05

Specialised procurement across the SADC region and Africa — supplier networks, logistics and the credibility to make them deliver.

(c) Philosophy

Africa's next generation of commerce growth will come from businesses capable of combining technology, structure, trust and community.

S.O.M. exists to help businesses build these foundations in a way that is commercially sustainable, scalable, and aligned with the realities of African markets.

Core values

(c.1) Company chart

The company operates at the intersection of:

• —Commerce infrastructure
• —Operational strategy
• —Digital enablement
• —Sales systems
• —African distribution innovation

S.O.M. specialises in supporting businesses within fashion, jewellery, lifestyle, beauty and informal retail sectors by designing systems that improve scalability, operational efficiency, customer experience and revenue growth. Our approach combines strategic consulting with practical implementation — helping businesses transition from fragmented operations into structured, growth-oriented commercial ecosystems.

(d) Partners

(e) Distribution

• 01Digital commerce platforms
• 02Social commerce networks
• 03Retail partnerships
• 04Reseller & affiliate networks
• 05Logistics & fulfilment integration
• 06Marketplace ecosystems
• 07Direct-to-consumer channels

(f) Management team

S.O.M. (Pty) Ltd is led by a multidisciplinary management team with experience across commerce, retail, strategy, finance, branding and operational development — committed to building commercially sustainable systems that bridge traditional business operations with modern digital commerce.

Abdoul Dieng

Managing Director

Tshepi Aarifah

Creative Director

Basil Ford

Finance Director