Aveade gains Backing from Google as a Promising South African Startup

In a significant boost for the South African tech ecosystem, Aveade, an innovative technology startup, has garnered the support of Google through its prestigious Google for Startups Accelerator Africa program. This backing, announced in late 2024, positions Aveade for accelerated growth and underscores the burgeoning potential of South African entrepreneurship in the digital space.

Aveade, founded in August 2020 and officially incorporated in February 2021 by Hasane Mathe, operates a comprehensive digital marketplace aimed at connecting buyers and sellers across a diverse range of products. Beyond the marketplace (Aveade.com), the company offers a suite of services including Aveade Point of Sale, Aveade Fulfilment Service, Aveade Pay, and Aveade Ads, demonstrating its commitment to building a holistic e-commerce ecosystem.

This specific program, which ran until March 2025, focused on providing Black-owned startups with crucial resources, mentorship, and financial support.

As part of the accelerator, Aveade received up to $50,000 (over R900,000 ZAR based on 18.25 exchange rates) in non-dilutive funding, meaning the founders retained full ownership of their company. Furthermore, the startup gained access to up to $200,000 (over R3.6 million ZAR) in Google Cloud credits, providing essential infrastructure for scaling their operations. Beyond the financial backing, the program offered invaluable one-on-one training and networking opportunities with Google experts and industry leaders, tailored to address the unique challenges faced by the Aveade team. Prior this funding, Aveade has never received any funding from 2020 when it was founded, it was able to generate over $220, 000 (R4 million) for it's stakeholders and over $328 000 (R6 million) for its seller community.

Folarin Aiyegbusi, Head of Startups Ecosystem, Africa at Google, emphasized the critical role of startups in driving innovation and economic progress. He noted that the Google for Startups Accelerator program is designed to empower these businesses to bridge digital gaps and bring transformative solutions to their communities. The program was welcome by The Minister of Communication and Technology Solly Malatsi, who joint media and press release during the announcement of the program and startups in Cape Town, South Africa.

Aveade stands alongside other promising South African startups that were part of the 2024/2025 cohort, all focused on leveraging technology to solve real-world problems.

This backing from Google not only provides Aveade with the resources needed for expansion but also lends significant credibility to its vision. As South Africa continues its digital transformation journey, support for local startups like Aveade is crucial for fostering economic growth, creating jobs, and driving innovation across the continent. The success of Aveade in the Google for Startups Accelerator program serves as an inspiring example for other aspiring entrepreneurs in South Africa and highlights the vital role that global tech leaders like Google play in nurturing the African tech ecosystem.