How a Ugandan Startup Is Digitizing Africa’s Chaotic Cargo Transport

In the dusty trading centers of Kampala, where handshake deals and roadside negotiations have long governed how goods move across Uganda, Moses Ssengabi saw an opportunity hiding in plain sight.

“Every morning, you’d see farmers standing by the roadside with their produce, waiting hours for a truck that may or may not show up,” recalls Ssengabi, CEO of Graduate Innovation Thinktank Ltd. “Meanwhile, truck drivers were burning fuel driving around empty, looking for cargo. It was inefficient for everyone.”

That observation led to LoadMaster, a logistics app launched this year in Uganda with the ambitious goal of bringing order to one of Africa’s most fragmented industries. Like Uber revolutionized urban transportation, LoadMaster aims to transform cargo transport in Uganda by connecting customers who need to move goods with vetted truck drivers through a simple mobile platform.

The Problem: Informality’s Hidden Costs

Uganda’s cargo transport sector, worth billions of shillings annually, operates largely in the shadows of the formal economy. The informality that characterizes the industry creates a cascade of problems: unpredictable pricing, unreliable service, and a lack of accountability that leaves both customers and drivers vulnerable.

“The traditional way of booking trucks in Uganda involves calling multiple contacts, haggling over prices that change without notice, and hoping your goods arrive on time,” explains Ssengabi. “There’s no tracking, no customer protection, and often no recourse when things go wrong.”

LoadMaster addresses challenges that ripple through the entire economy. Farmers lose money when produce spoils during transport delays. Construction projects face cost overruns due to unpredictable material deliveries. Small businesses struggle with inventory management when they can’t rely on consistent supply chains. Meanwhile, families relocating homes face the stress of coordinating multiple trips with unreliable transporters, often paying inflated last-minute rates.

The LoadMaster Solution

Available on both Android and iOS, this Ugandan cargo transport platform streamlines what was once a complex, relationship-dependent process. Whether it’s a trader moving inventory, a family relocating to a new home, or a student transporting belongings to university, users simply input their pickup and delivery locations, specify the type of goods and required truck size, and receive an upfront price quote. The app then connects them with the nearest available, vetted driver.

“We’ve eliminated the guesswork,” says Ssengabi. “Customers know exactly what they’ll pay before booking, can track their cargo in real-time, and have a support team available if issues arise.”

The platform’s features—real-time tracking, upfront pricing, scheduling capabilities, and digital receipts—address the sector’s most persistent pain points. All drivers undergo comprehensive vetting, including national ID verification, license checks, and vehicle roadworthiness inspections. Even customers are registered with verifiable phone contacts, giving drivers confidence that every trip is accountable and traceable if needed.

While LoadMaster is only just launching, early interest from both drivers and customers suggests the Ugandan market is primed for this kind of disruption.

Building Trust in a Trust-Deficit Market

Perhaps LoadMaster’s most significant innovation isn’t technological—it’s social. In a market where broken promises and unreliable service have eroded trust between customers and transport providers, the platform serves as a neutral intermediary backed by accountability mechanisms.

“Trust is our biggest asset,” emphasizes Ssengabi. “When someone uses LoadMaster, they’re not just booking a truck—they’re buying peace of mind. Whether that’s a small business owner ensuring stock arrives as promised, or a family knowing their household items will reach their new home safely, we’re eliminating the anxiety that comes with Uganda’s traditional transport methods.”

The company maintains a dedicated customer support team accessible through the app and a call center, handling everything from route optimization advice to dispute resolution. This investment in human support, Ssengabi argues, is what differentiates LoadMaster from purely automated solutions.

Regional Ambitions, Global Parallels

While LoadMaster focuses on Uganda for now, Ssengabi’s vision extends across Africa. The company plans to introduce digital payments, cargo insurance, driver rating systems, and AI-powered route optimization. The ultimate goal: facilitating cross-border cargo movement and becoming what Ssengabi calls “Africa’s most trusted digital logistics platform.”

The ambition isn’t without precedent. Similar platforms have found success across emerging markets—from Indonesia’s logistics unicorns to Latin America’s freight marketplaces. What makes LoadMaster’s approach distinctive is its emphasis on local context and ground-up growth.

“We’re not trying to copy Silicon Valley,” says Ssengabi. “We’re building something that works for African realities—poor road infrastructure, informal payment systems, and business relationships built on personal connections. Technology is our tool, but local understanding is our foundation.”

The Ripple Effects

LoadMaster’s impact extends beyond simple operational efficiency. For Uganda’s economy, digitizing cargo transport could unlock significant value currently lost to inefficiencies. Small-scale farmers gain better market access when they can reliably transport produce to urban centers. Manufacturing businesses can optimize inventory management with predictable supply chains. Construction projects face fewer delays and cost overruns. Even individual consumers benefit—university students moving between accommodation, families relocating homes, or people transporting large purchases no longer need to rely on word-of-mouth referrals or negotiate with unknown drivers at taxi parks.

For drivers, many of whom previously spent hours searching for cargo, the platform promises steadier income streams and reduced operational costs. “A driver told me he used to spend half his day looking for work,” recounts Ssengabi. “Now he spends that time earning money moving goods.”

The broader implications align with Uganda’s push toward digitization and formalization of its economy. As more economic activity moves onto digital platforms, it becomes easier to track, regulate, and optimize—creating a virtuous cycle of transparency and growth.

Challenges Ahead

LoadMaster faces the typical hurdles of African tech startups: infrastructure limitations, regulatory uncertainty, and the challenge of changing entrenched behaviors. Many potential users remain skeptical of digital platforms, preferring face-to-face transactions despite their inefficiencies.

“Change doesn’t happen overnight,” acknowledges Ssengabi. “But every time someone has a positive experience with LoadMaster, they become an advocate. Word travels fast in Uganda’s business community.”

The company is also navigating competitive pressures as other players eye the same opportunity. Success will likely depend on execution speed, customer acquisition efficiency, and the ability to build network effects that make the platform more valuable as it grows.

As Uganda’s economy continues its digital transformation, LoadMaster represents the kind of practical innovation that could define the next phase of African technology entrepreneurship—solutions built by locals, for local challenges, with global potential.

“We’re not just building a transport app,” reflects Ssengabi. “We’re building the infrastructure for how goods will move across Africa in the digital age.