Sky Garden is Kenya's homegrown e-commerce marketplace, acquired by fintech Lipa Later in 2022 and rebuilt with integrated flexible payment solutions.
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See all ads on AdLibrary →Sky Garden is a Nairobi-based e-commerce marketplace founded in 2017 by Martin Majlund, designed as a SaaS-powered mobile marketplace for Kenyan and East African businesses. After near-closure in 2022 when funding fell through, the platform was acquired by Kenyan fintech Lipa Later, which integrated flexible payment options into the shopping experience. Also searched as Sky.
Sky Garden's ad strategy targets two audiences simultaneously: merchants (acquisition of sellers) and consumers (driving purchases). Merchant acquisition ads emphasize zero-cost setup and mobile-first selling tools. Consumer ads focus on product discovery and buy-now-pay-later messaging powered by Lipa Later. See current ad creative at AdLibrary.
Sky Garden runs Facebook and Instagram ads targeting Kenyan urban consumers aged 18–45, promoting fashion, electronics, and home goods available on the platform. Merchant recruitment ads run in business-interest audiences. The Lipa Later integration enables BNPL messaging that resonates strongly in markets with limited credit card penetration.
Copy themes center on accessibility and local pride: "Shop Kenyan," "Your favorite brands, delivered," and flexible payment messaging. Product showcase ads use lifestyle imagery of Nairobi urban consumers. Merchant ads emphasize ease of setup—"Start selling in minutes, no fees."
Sky Garden's near-death and revival illustrates how marketplace platforms in emerging markets must solve payments first. The Lipa Later acquisition wasn't just financial rescue—it was product completion. For brands entering East African e-commerce, integrating local payment infrastructure (M-Pesa, BNPL) is a prerequisite to conversion, not an afterthought.
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