How ICare Is Building an Inclusive E-Commerce Revolution in Ethiopia











By Addis InsightOctober 7, 2025

From TikTok to last-mile delivery, this Addis Ababa-based startup is transforming digital shopping and livelihoods in one of Africa’s most underserved markets.

Helina was just a second-year Computer Science student when she noticed something broken in Ethiopia’s retail system: everyday essentials that are cheap and common elsewhere were scarce or priced like luxury goods. E-commerce, while booming globally, remained a distant dream for most Ethiopians—hampered by trust issues, low digital literacy, and a lack of locally adapted platforms.

So she launched ICare, a startup born at the intersection of affordability, digital inclusion, and economic empowerment. Less than two years in, ICare is not only making essential goods accessible through a uniquely local e-commerce model—it’s also quietly becoming a job-creation engine for young Ethiopians.

“I wanted ICare to be more than a store,” says Helina, now Founder and CEO. “I wanted it to be a catalyst—for access, for trust in digital commerce, and for livelihoods.”

TikTok-Powered, Customer-Centered

ICare’s model is refreshingly scrappy. Instead of waiting for the infrastructure to catch up to Western-style e-commerce, the team built on what Ethiopians already use—Telegram, TikTok, and trust-based relationships.

Customers can order products without prepayment, with clear return and refund policies ensuring satisfaction. Prices are 20–40% below market thanks to direct global sourcing. ICare sells both wholesale and retail, often using TikTok as a storefront and Telegram as a cart.

And behind every delivery and digital post is a small but growing team of young people gaining hands-on experience in logistics, social media marketing, and customer service.

“From Stone Carrier to Delivery Pro”: Meet Fikadu

One of those people is Fikadu, a 25-year-old husband and father who once worked construction jobs carrying stones and collecting recyclables to make ends meet. Helina met him while renovating her family home and saw something in him: humility, drive, and potential.

“I asked if he’d be interested in working for ICare. He said yes without hesitation,” Helina recalls.

At first, Fikadu had never navigated the city for deliveries. He didn’t own a bike, nor a license. But with Helina’s support, he received three months of training, secured a grant-funded e-bike, and became ICare’s first delivery employee.

Today, he completes deliveries across Addis Ababa with ease, mentors new hires, and supports his family on a stable income. His journey from precarious labor to purposeful employment is a snapshot of ICare’s mission in action.

“ICare gave me more than a job,” says Fikadu. “It gave me stability, confidence, and hope for a better future.”

300% Growth—Fueled by People

What’s striking is how ICare’s growth mirrors its investment in people. In the first two months after hiring its founding team of seven—including roles in tech, customer service, hosting, and delivery—ICare saw a 300% spike in productivity and sales.

“That kind of impact isn’t just about business processes,” Helina emphasizes. “It’s about what happens when you believe in people.”

Mentorship and on-the-job training are baked into ICare’s DNA. The startup hires based on drive and potential, not just degrees. Every role, from customer service to digital marketing, is a chance to build a new kind of e-commerce talent pipeline in Ethiopia.

Building a Platform—and a Culture

ICare’s long-term vision is to evolve from its current social-commerce model into a fully automated, AI-driven platform tailored to Ethiopian realities. But its cultural foundation is already in place.

Fikadu’s story, Helina says, represents the values ICare wants to scale: humility, hard work, trust, and growth.

“We don’t just hire people—we invest in them. And when they grow, the company grows,” she says.

The company’s initiatives like #icareforwomen and #icareforkids are already operational, with #icareforhome and #icareforhim slated for 2026. As it scales, Helina envisions new roles in logistics, content, data, and technology opening up—alongside continued investments in mentorship and digital literacy.

Why It Matters

In a country where over 70% of the population is under 30, youth unemployment and digital exclusion are massive challenges. ICare is not pretending to solve them all—but it’s showing what’s possible when you design tech for local needs and people.

“ICare is proof that startups in frontier markets can be both profitable and deeply impactful,” says Helina. “We’re not waiting for change—we’re creating it.”

And for Fikadu, the impact is already real.

“I never imagined I’d be mentoring someone else. But here I am,” he says with a smile. “ICare changed my life—and now I get to help someone else do the same.”