Set goals
Channel- and team-specific outcomes. Sales per outlet, AOV and range sold.
Sales per outletAvg order valueRange soldFocus & must-sell
SFA-DMS FOR FMCG IN AFRICA
The only SFA that uses AI to executeFMCG sales goals across African trade
Most platforms move your field operations online: visits logged, orders digitized, dashboards refreshed. None of them decide what happens in the duka. BeatRoute is the SFA + DMS built to turn goals into outlet-level action across general trade, modern trade and HoReCa.
General Trade
with field & van sales
Modern Trade
with key-account execution
HoReCa & B2B
with merchandising teams
Trusted by AAVA Brands, BUA Foods and Dangote Cement
Why most SFAs never move your sales goals, and BeatRoute does.
BeatRoute
Ready to execute your FMCG sales goals from day one.
Development Platforms
Scalable, but slow, capex heavy, opex heavy.
Traditional SFA
Logs visits and orders. Doesn't execute goals at the territory.
How BeatRoute turns sales goals into territory-level execution.
Execute smarter
AI guides the highest-impact action and order at every outlet.
High-impact agendaAI order & rangePriority next actionScheme nudges
Gamify and incentivise
Incentives and gamification tied to each team's goals.
Goal-linked incentivesLeaderboardsStreaksRewards
Solve problems and course correct
Catch execution gaps in the moment, not at month-end.
Contextual nudgesCopilot Q&AManager co-working
GET STARTED
See your FMCG sales goals executed in the duka.
We'll model your GT, MT and HoReCa channels, your sales-per-outlet, order-value and range goals, and your focus brands. You walk away with a deployment plan, not a slide deck.
GOAL-DRIVEN AI
AI that points every field action towards your sales goals.
Order AI Agent
Builds AI-led order baskets that push focus SKUs, must-sells and range at every outlet.
Route Optimization AI Agent
Cuts territories and beat plans to reduce travel and add selling time.
Scheduling AI Agent
Sends managers to outlets and accounts where they need to step in.
Customer Insights AI Agent
Prepares a prioritized visit agenda for every outlet before the rep walks in.
VM Audit AI Agent
Audits planogram, on-shelf availability and share of shelf from a single photo.
BeatRoute Copilot
Answers reps and managers in plain English, with contextual nudges to each team's goals.
Make changes you could earlier only make on a development platform, in minutes, not months or years.
Different team hierarchies and SOPs by channel, region and category, without duplicate retail entries.
Primary and secondary sales and multi-level distribution, from distributor to retail outlet.
New KPIs, focus products and incentive rules, live in days, not a dev project.
Configurable incentive and gamification linked to the goals that matter to the business.
Switch capabilities on or off as channels, seasons and the business evolve.
Digital transformation often stalls when platforms lack functional scalability. At BeatRoute, we built this into our DNA so the platform can accommodate industry-specific nuances today and adapt almost without limit as business processes evolve tomorrow.
Vinay Singh, Co-founder, BeatRoute
Connect BeatRoute to your existing stack with Matrix middleware or APIs
Tally, Busy, SAP, Oracle or any ERP, plus your accounting, data lake, finance and HRMS systems, so primary and secondary sales reconcile without constant IT effort.
Take better decisions with your entire data.
Use built-in BeatRoute AI from day one.
Extend with BeatRoute Matrix as your operations grow, without ongoing IT effort.
More on FMCG sales execution in African markets
Case Study
How Aava Brands Achieved 30% Higher Sales Productivity in Nigeria with BeatRoute SFA Software
At a Glance Company AAVA Brands Industry FMCG – Food, Personal Care, Household Essentials Region Nigeria Primary Goal Streamline field execution and…
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Guide
Route to market for FMCG in Africa: opportunities and technology
FMCG route-to-market in Africa runs on traditional retail, local distribution, and field execution. See how BeatRoute drives offtake across the…
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Podcast
Sales Transformation in Nigeria: Insights From the Retail Frontline ft. Bimpe Adebisi
Featuring: Bimpe Adebisi, National Head of Retail, Simba GroupHost: Nikhil Chaudhary, VP Marketing at BeatRoute Sales transformation is more than…
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Frequently Asked Questions
Why is BeatRoute the best FMCG SFA for African trade?
Because it is built for the trade that carries the volume here. Open markets, dukas, spazas, kiosks and provision stores are profiled and covered by potential, the whole day runs offline. Distributors are strengthened rather than bypassed. Modern trade runs on the same platform.
Does the FMCG SFA work for both general trade and modern trade?
Both, on one platform and one outlet universe. General trade gets frequency, must-sell lists and route coverage; modern trade gets planograms, promotions and its own terms. One team, one set of numbers.
Does BeatRoute support primary and secondary sales with a DMS?
Yes. Primary orders, distributor stock, secondary sales tracking and claim settlement run on the same platform as the field app. You see what left the depot and what actually sold in the outlet.
Will it work where the network drops?
Yes. Visits, orders, stock counts, shelf photos and collections are captured on the device and sync when connectivity returns. It on most routes here is the normal case rather than the exception.
Can one platform run FMCG sales across several African countries?
Yes. Local currencies, tax rules, distributor structures and territory hierarchies are configured per country. A brand running Nigeria, Ghana and Kenya gets one consolidated view without a rollout per market.