In parts of Francophone West Africa where access to affordable, quality technology remains limited, two entrepreneurs are betting that the solution is not just cheaper new devices, but a second life for high-quality electronics.

Sikili, founded by Maguelone Biau and Kadia Faye, is building a circular tech business that sells certified refurbished smartphones and electronics in Abidjan, Côte d’Ivoire, and Dakar, Senegal. Their focus includes iPhones, Samsung devices and MacBooks, all tested through a 65-point inspection process, sold with a 12-month warranty and delivered within 48 hours. The products are priced up to 40% cheaper than new devices and supported with local after-sales service.

Across Francophone Africa, smartphone adoption remains uneven, ranging from under 20% in lower-income countries to around 45–60% in larger markets such as Senegal, Côte d’Ivoire and Cameroon. Affordability remains the biggest barrier. In 2024, GSMA data estimated that an entry-level smartphone could cost around 26% of the average monthly income in sub-Saharan Africa, excluding additional costs like data, taxes, and connectivity.

Building a business from two different paths

Co-founder Maguelone Biau, originally from France, first moved to Côte d’Ivoire for work and never left. After roles at companies such as Jumia and Glovo, she settled in Abidjan and later explored entrepreneurship. Following a previous startup failure, she decided to study emerging global trends and identified refurbished electronics as an opportunity that was already growing in Latin America, Asia, and parts of East Africa—but still largely untapped in West Africa.

Her co-founder, Kadia Faye from Senegal, built her career in companies including Philip Morris, Samsung and Canon across African markets. With strong experience in retail, distribution and marketing, she eventually began considering entrepreneurship more seriously, even though she had initially planned to transition later in her career.

The two were introduced through a mutual contact linked to Biau’s earlier investor. Their first conversation lasted less than an hour but quickly revealed strong alignment, leading to months of discussions before Faye eventually left her corporate role to join full-time.

A startup built on trust and slow growth

Sikili launched in 2024 with limited inventory and early operational challenges, including logistics issues that redirected initial shipments between countries. These early setbacks provided critical lessons on sourcing, demand, and supply chain reliability.

Rather than rapid expansion, the company adopted a slow, deliberate growth strategy focused on building consumer trust in a market where counterfeit devices and unreliable after-sales service are common concerns.

Word-of-mouth became the company’s strongest growth driver. Early customers helped build credibility by recommending the brand, often proving more effective than paid advertising.

The startup operates through a four-part model: multi-channel distribution (B2B and B2C), global and local sourcing of devices, refurbishment and after-sales services, and a technology system that tracks devices throughout their lifecycle.

Corporate partnerships have also played a key role. Some companies now offer refurbished devices as employee benefits, creating stable demand and strengthening credibility. Additionally, a buyback program—where devices sold by Sikili are later repurchased and refurbished again—supports long-term circularity.

Adapting to different West African markets

Operating in both Abidjan and Dakar has required cultural and operational adaptation. In Côte d’Ivoire, business interactions tend to be more direct and structured, while in Senegal, relationship-building and informal conversation play a larger role in negotiations and client engagement.

Product strategy has also evolved. Older models such as the iPhone X and XR were gradually phased out due to software limitations, while newer devices and even select new phones were introduced strategically to support future trade-ins and buyback cycles.

Repair services, initially not part of the plan, emerged in response to customer demand and have since become an integrated part of the business.

Funding, support, and ecosystem gaps

Sikili has raised external funding after starting with modest capital and support from impact-focused investors and ecosystem programmes. Beyond financing, the founders highlight the importance of technical assistance, which allows startups to access specialised expertise in logistics, taxation, and marketing that would otherwise be unaffordable.

However, they also point to ongoing challenges in the ecosystem, including complex administrative processes, limited regulatory guidance, and a lack of visibility for women-led startups and failure-driven learning.

The long-term vision

Looking ahead, the founders envision expanding the circular economy beyond smartphones and laptops into broader categories such as servers and industrial equipment, building a stronger electronics recycling and refurbishment industry across West Africa.

Their broader goal is to position refurbished technology not as a secondary market, but as a core part of Africa’s digital economy—reducing costs, increasing access, and creating sustainable tech systems.

For the founders, the lesson so far is clear: growth in emerging markets is not just about technology or capital, but about patience, trust, and building systems that last.