Some people are born with a fire inside them, a flame that refuses to be put out no matter how fierce the winds. Khaled Saleh is one of those rare spirits. His journey, stretched across continents and disciplines, is not just a story of entrepreneurship. It is the tale of a man who dared to dream of transforming the very systems that shape lives and economies, even when the odds seemed insurmountable.
From the Roots of Two Worlds
Khaled Saleh was born and raised in Yemen, but his soul is anchored deeply in Ethiopia, the land of his ancestry. This rich tapestry of cultural heritage gave him a unique lens through which to view the world. “I have Ethiopian blood, which has given me a unique perspective and deep appreciation for the region,” he shares.
From an early age, Khaled was fascinated by the inner workings of systems, whether banking, trade, or the fledgling world of emerging technologies. This curiosity led him down an educational path that would become the foundation of his career. He pursued a bachelor’s degree in Management Information Systems, blending business strategy with technological acumen. “Education is important, but execution is what defines an entrepreneur,” he says with conviction, having also completed all his coursework for an MBA.
His professional journey began in the structured corridors of banking. Credit, personal loans, and R&D became his domains, offering a deep dive into risk assessment, fintech, and the art of creating financial products. Yet, within him burned a different calling, an insatiable need to build something that mattered. “My true passion was in building businesses that solve real-world problems,” Khaled says. It was this passion that led him to the transformative arenas of B2B e-commerce, fintech, and digital transformation, fields he believed could reshape entire economies.
A Vision Called Buy2Go
In the heart of Ethiopia, Khaled Saleh dared to dream bigger than most. He founded Buy2Go with a clear and potent mission: to change the B2B e-commerce landscape across Africa. The problem he set out to tackle was as vast as it was urgent. The FMCG (Fast-Moving Consumer Goods) supply chain was deeply fragmented, creating roadblocks for small businesses struggling to access reliable suppliers, fair pricing, and streamlined logistics.
“When I founded Buy2Go, my vision was to revolutionize the B2B e-commerce landscape in Africa, particularly in Ethiopia,” he says. His solution was elegantly simple yet technologically ambitious, a digital platform that connected local suppliers with retailers in a faster, fairer, and far more scalable way.
Buy2Go’s headquarters pulsed with energy, innovation, and a shared belief in the future Khaled envisioned. The company grew, employing a team dedicated to technology, logistics, and operations. However, dreams often come with their own trials.
Local corruption and unjust tax claims soon led to Buy2Go, freezing its operations and scattering its key suppliers. It was a brutal blow. But Khaled, true to his nature, refused to see it as defeat. “I see this as a temporary setback rather than the end of the journey,” he states, his resilience unshaken. In parallel, he is now building a groundbreaking fintech platform that integrates BNPL (Buy Now, Pay Later) solutions and SME lending, powered by AI and tailored for emerging markets.
Staying Ahead in a Shifting Landscape
“B2B e-commerce is not just about selling products, it’s about fixing supply chain inefficiencies and unlocking new market potential,” Khaled explains.
When he first entered the sector, disconnection reigned supreme. Suppliers, wholesalers, and retailers operated in silos, and no efficient digital systems existed to bridge the gaps. Buy2Go emerged as a lifeline, building a centralized ecosystem where inventory could flow smarter and businesses could thrive.
As the market evolved, so did Khaled’s strategies. Digital adoption accelerated, data-driven supply chain management became critical, and embedded finance like BNPL started reshaping cash flows. “In FMCG, availability is everything. If you can’t get the right product to the right place at the right time, you lose,” he says.
Today, Khaled’s focus is sharp: smarter AI-powered logistics, seamless supplier-retailer connections, and the fusion of fintech with commerce to empower small businesses. “The future of B2B e-commerce in FMCG is about speed, efficiency, and financial accessibility and I’m committed to driving that transformation,” he declares.
Lessons from the Battlefield
The road of entrepreneurship is often littered with invisible landmines. Khaled knows this better than most. Facing corrupt tax authorities and losing operational control of Buy2Go was not just a professional challenge; it was personal.
“One of my biggest challenges was in Ethiopia, where Buy2Go faced unjust tax claims from corrupt authorities,” he recounts. The experience was devastating, but it carved deep wisdom into Khaled’s entrepreneurial philosophy. “The biggest lessons in business come from the toughest failures.”
For Khaled, failures are not reasons to stop, they are valuable data points for better decision-making. His resilience, almost tangible in every word he speaks, shines as a testament to the kind of leadership Africa needs.
Success Stories Etched in Innovation
Despite the hurdles, Khaled’s impact is undeniable. At Buy2Go, when employee theft threatened warehouse integrity, he developed a smart scanning system that tracked product movements in real-time. “If an employee didn’t return a product, they wouldn’t be able to log in the next day,” he says. Losses dropped dramatically, and a new culture of accountability was born.
In fintech, his earlier contributions to banking led to credit scoring models that opened funding doors for small businesses once shut out by traditional banking. Today, he is taking that expertise even further, building an AI-powered lending platform designed for the realities of Africa’s SMEs.
A Mission to Educate and Inspire
For Khaled Saleh, success is measured not just in profits but in impact. He is currently working on a thought leadership project, a book that explores the impact of AI on fintech and emerging markets by 2030. “Impact goes beyond business, I want to share knowledge and shape the future for our next generations,” he says.
He is also developing consulting services and educational content to help businesses navigate the rising tide of AI automation in fintech and B2B digital transformation. Through podcasts, articles, and speaking engagements, Khaled plans to inspire entrepreneurs across the continent and beyond.
Words of Wisdom for the Next Generation
When asked what advice he would offer to aspiring entrepreneurs, Khaled’s words cut straight to the heart: “Success isn’t about how much money you make—it’s about the problems you solve.”
He urges entrepreneurs to start lean, validate their ideas early, master financial management, leverage partnerships, and most of all, cultivate resilience. “Expect setbacks. What separates successful entrepreneurs is persistence and adaptability,” he says.
The Future That Beckons
Looking ahead, Khaled is most excited about emerging innovations: AI-powered credit scoring, blockchain’s potential in cross-border B2B transactions, and the explosive possibilities of BNPL evolution in Africa. “The next big wave in business is already here, it’s AI, fintech, and blockchain,” he says with a visionary’s clarity.
New projects loom on his horizon, the launch of his fintech platform, the completion of his AI & fintech book, and a sweeping thought leadership campaign to elevate Africa’s position in the global tech dialogue.
A Journey Beyond the Horizon
Reflecting on everything he has built, battled, and dreamed of, Khaled offers one final lesson: “Success is a long game, not a quick win.”
His approach to leadership is steeped in patience, integrity, and adaptability. “Build for the long term. Flashy success fades, sustainable growth lasts,” he says. The journey has taught him that people matter more than ideas and that adaptability is the lifeblood of survival.
In the end, Khaled Saleh’s story is not just about building companies. It is about building hope. It is about proving that no storm, no matter how vicious, can drown a man whose dreams are bigger than the obstacles before him.
And somewhere, as Africa’s digital economies begin to rise higher and faster, there will be Khaled, smiling quietly, knowing he was part of the first wave that dared to believe the impossible.
