Tim Steel isn’t your average CEO. Forget Silicon Valley swagger or Wall Street polish. This is a man whose journey to the helm of Copia Global, once Kenya’s leading e-commerce platform, is as much about purpose as it is about profit. Steel’s story begins with a twist. After studying history…

Tim Steel isn’t your average CEO. Forget Silicon Valley swagger or Wall Street polish. This is a man whose journey to the helm of Copia Global, once Kenya’s leading e-commerce platform, is as much about purpose as it is about profit.
Steel’s story begins with a twist. After studying history and accountancy, a personal tragedy led him to Africa, not for a high-powered job, but to volunteer his skills for free. This crucible shaped his future, igniting a passion for the continent and its potential. It was during his stint at TNT Express (now FedEx), hopping across continents, that Steel honed his expertise in logistics and distribution – a skillset that would prove invaluable later.
In 2017, fate intervened again. Steel joined Copia, then a fledgling e-commerce platform catering to the African mass market. The company, with its 50 employees, 1,000 agents, and 5,000 customer base, was a far cry from the giants Steel had encountered. Yet, he saw the potential – a chance to bridge the digital divide and empower African consumers.
Steel’s leadership ushered in a period of phenomenal growth. Under his guidance, Copia’s workforce ballooned to 1,700 employees, its agent network expanded to 55,000, and its customer base soared to a staggering 600,000. These numbers, however, paint an incomplete picture. Steel’s true triumph lies in tackling the “last-mile challenge” – the logistical nightmare of delivering goods across Africa’s vast and often-rugged landscapes.
“Cracking last-mile distribution in Africa” became Steel’s mantra. He understood that traditional e-commerce models wouldn’t work. He needed a uniquely African solution. Steel’s answer? A network of local agents, embedded within communities, who understood the local terrain and could navigate the intricate web of informal markets. This hyper-local approach proved to be a game-changer. It not only ensured efficient deliveries but also fostered trust and customer loyalty.
Steel’s vision wasn’t limited to logistics. He recognized the inherent limitations of internet penetration in Africa. This led to Copia’s innovative “phygital” strategy – a seamless blend of physical and digital experiences. Customers could browse the Copia platform online but then visit a local agent to complete their purchase, often paying with cash-on-delivery. This catered to the large unbanked population and bridged the digital gap for millions.
Steel’s leadership wasn’t without its challenges. Securing funding in a competitive landscape was a constant battle. In 2023, despite a successful Series C extension round, the company faced a harsh reality – further funding wasn’t forthcoming. This ultimately led to a difficult decision – large-scale layoffs and a strategic shift.
While Copia ultimately entered administration in May 2024, Steel’s legacy endures. He didn’t just build a company; he built a model. His focus on last-mile solutions, local agency networks, and the “phygital” approach continues to inspire e-commerce players across Africa.
Beyond the Numbers: The Human Touch
Tim Steel’s story transcends financial figures and growth charts. It’s about a leader driven by a deep connection to Africa and its people. His interviews reveal a man passionate about empowering communities and fostering inclusive growth. He readily acknowledges his fear of not succeeding with Copia, a testament to his genuine commitment to the company’s mission.
The Road Ahead
While Copia’s future remains uncertain, Steel’s impact on African e-commerce is undeniable. He has shown that success in this dynamic market requires more than just technology and investment. It demands a deep understanding of the African landscape, a commitment to local solutions, and a leadership infused with purpose.
Tim Steel’s story is far from over. One can only speculate on where his next venture will take him, but one thing is certain: wherever he goes, he’ll leave a trail of innovation and a blueprint for success, uniquely tailored to the heart of Africa.