FMCG software for sales and distribution teams in Africa

Your reps, your distributor management and your supermarket shelves on one platform, with AI that points every visit at your sales goals.

Trusted by AAVA Brands, BUA Foods and Dangote Cement

What FMCG software does for brands in Nigeria and Kenya

Your goods pass through distributors and stockists to dukas, kiosks, provision stores, open markets and supermarkets. FMCG software keeps the brand in that chain. Reps and van sellers get an app. Distributors get a DMS (distributor management system) for orders, stock and billing. Merchandisers get shelf audits.

BeatRoute runs all three on one platform, for general trade (dukas, spazas, kiosks and open markets), modern trade and HoReCa.

What it handles at your distributors and stockists

Order processing:
Pre-sell, van and shop orders carry the right price and scheme.
Stock tracking:
Every SKU is counted by batch and expiry date, and a fast mover gets an alert before the shelf empties. See our FMCG distribution software.
Returns and claims:
A damaged or expired return gets its own ID and stays open until it is settled against the original invoice.
Collections and credit:
Each payment is matched to the invoice it clears, so you can see what a distributor's outlets still owe.

AAVA Brands in Nigeria grew store-level sellouts 25–30% on the BeatRoute platform.

Which kind of FMCG software fits your brand

Look at where your numbers stop agreeing. If reps book orders but you cannot see what each distributor billed, stocked and collected, you need a sales app and a DMS. They must share one record of outlets, orders and stock.

Kinds of FMCG software for African brands, by what they do and who they suit
Kind of software	What it does	Who it suits
Field sales app (SFA)	Beat planning and the beat plan itself, then visits, orders, van sales and targets.	Brands with reps calling on dukas, spazas and kiosks. See SFA software for FMCG.
Distributor management system (DMS)	Runs the distributor's orders, bills, stock by batch, schemes and claims.	Brands selling through distributors and stockists, who need secondary sales. See our FMCG DMS guide.
Retail execution and audit tools	Shelf photos, planogram and share of shelf.	Trade marketing teams running displays in supermarkets. See FMCG merchandising.
Retailer ordering app	Lets a shop reorder from its phone between rep visits.	Brands with far more outlets in a city than reps can cover each week. See the retailer app guide.
Distributor billing and accounting software	Invoices, stock and accounts for one distributor.	One distributor's back office. The brand sees nothing across the network, so BeatRoute syncs with it.
SFA and DMS on one platform (BeatRoute)	Puts all of the above on one record of outlets, orders and stock, with AI agents.	Brands with field teams and distributors in general trade, modern trade and HoReCa. One distributor and a small team can start with less.

From a sales target to the next duka visit

Set goals

Give each team a number: sales per outlet, average order value and range sold.

Sales per outlet
Avg order value
Range sold

Execute smarter

The app suggests the next action and order at each outlet.

Visit agenda
AI order
Scheme nudges

BeatRoute guiding the highest-impact action and order at each duka, kiosk and supermarket

Gamify and incentivize

Pay and the leaderboard follow the goal each team was given.

Goal-linked incentives
Leaderboards

BeatRoute scheme and incentive card for FMCG field teams

Solve problems and course correct

Managers see gaps while the month still has days to close them.

Copilot Q&A
Manager co-working

BeatRoute Copilot showing territory-level execution gaps to an FMCG sales manager

See BeatRoute on your distributors and your outlets

A 45-minute working session on your channels, distributor network and focus brands.

Instant Demo

AI agents for your reps, managers and merchandisers

BeatRoute AI recommended order basket for an outlet, with must-sell, focus and range SKUs ready to add

Order AI Agent

Suggests each outlet's order from focus SKUs and must-sells.

BeatRoute route optimization drawing a rep's beat on the map as one path through the outlet stops

Route Optimization AI Agent

Draws beats so reps drive less between outlets.

Scheduling AI Agent

Points managers to the outlets and key accounts that need them in person.

BeatRoute visit agenda prepared for Mama Njeri Shop before the rep arrives: collect an order and collect payments

Customer Insights AI Agent

Gives the rep an agenda for the outlet before the visit starts.

BeatRoute retail audit reading one shelf photo for planogram, on-shelf availability and share of shelf

VM Audit AI Agent

Reads one shelf photo for planogram, availability and share of shelf.

BeatRoute Copilot

Answers managers in plain English and prompts teams toward goals.

Set up for how your channels already trade

BeatRoute set up for general trade, modern trade and HoReCa

Teams and visit rules differ by channel, region and category, and an outlet is never listed twice.
Each distributor and stockist can have its own price list.
An admin adds KPIs, focus products and incentive rules.
Each channel can have its own packs and approvals.
Switch modules on as you add a channel.

Keep your ERP. Link your distributors' accounting software

Products, prices and distributor records come from your ERP. Orders, invoices and payments sync with each distributor's accounting software.

BeatRoute integrations with ERP, accounting and HR systems

Primary and secondary sales reconcile in one place.
Set credit limits in BeatRoute or pull them from your ERP.
BeatRoute Matrix middleware connects the next system when you add one.

Frequently Asked Questions

Is FMCG SFA the same as a sales app for my reps?

No, the app is one part of SFA. SFA (sales force automation) is the whole system behind the field team: territories, beat plans, targets, incentives and reports. The sales app is what a rep or van seller holds at the duka, spaza or supermarket door to log the visit and take the order. See our guide to SFA software for FMCG.

We already run an ERP. Why add a DMS?

Your ERP holds the brand's own books: products, prices and what you sell to distributors. It does not see what happens after the goods reach a distributor. A DMS covers that part: shop orders, stock, schemes, claims and billing. You keep the ERP. BeatRoute's DMS sits between it and your distributors, so what you sell in and what they sell out reconcile in one place.

Does the van sales app work with no network?

Yes. Visits, orders and payments save on the phone without signal and sync when it reconnects.

Can one FMCG sales app run Nigeria, Kenya and Ghana?

Yes. Currencies, tax rules, distributor structures and territory hierarchies are set per country, and head office sees one consolidated view across them.

How long does it take to go live?

It depends on your teams, distributors and integrations. Most teams go live on BeatRoute SFA in 21 days. A demo is the quickest way to get an estimate for your setup.