Japanese Startup Sells 50,000 Cars in Africa—Online

A Japanese company is transforming how Africa buys used cars. By building a digital marketplace, it connects Japanese sellers directly with African buyers, bypassing traditional auctions. BeForward, founded in 2013, ships cars from Japan to over 40 African nations. Customers browse and purchase vehicles entirely online. The cars are then delivered to their nearest port. The model addresses a key African demand: affordable, reliable personal transport. Public systems are often limited, and Japanese used cars are prized for their durability and right-hand drive, which suits many African road systems. “We saw a chance to cut out middlemen,” said a company executive. The direct approach allows for competitive pricing and detailed online listings. The company has now sold over 50,000 vehicles. Its success highlights Africa's growing digital commerce and the specific demand for quality used cars, creating a new trade bridge between Japan and the continent.