Ethiopia: Conquering the world of ride hailing in the Horn of Africa.

Addis Ababa, Ethiopia - January 21, 2026 The skyline of Addis Ababa is a mosaic of rising glass towers and sprawling brick architecture, but at street level, the story of the city is told through its movement. For decades, the pulse of Ethiopia’s capital was measured by the slow crawl of heavy traffic, crowded public buses, and the iconic blue-and-white minibus taxis where commuters spent hours waiting for a seat. Today, that rhythm is changing, led by a tech revolution birthed in a local boardroom rather than Silicon Valley. “When we started the SMS-based system, there was no transport-hailing business at that time,” recalls Samrawit Fikru, the founder and CEO of RIDE. Fikru, seen walking through her bustling office and mentoring staff, remembers a time when her idea was met with deep skepticism. “People were doubting whether it’s going to be functional or not.” The journey to success was uphill. Fikru faced rejection from 300 different people while trying to pitch her vision. It wasn’t until she took to LinkedIn that she found an investor in Canada who saw potential not just in the software, but in the woman behind it. Today, that persistence has scaled RIDE into a dominant force that injects 1 billion BIRR (Ethiopian currency) into the local economy annually. For customers like Dr. Selam Aklilu, the arrival of a reliable hailing app was a milestone for the city's modernization. “I’ve used Uber all over the world,” Aklilu says over a traditional Ethiopian coffee. “But the fact that this was available in Addis, I was extremely excited. It felt as if I’ve never been into transportation service before.” Beyond the convenience for passengers, the platform has become a powerful engine for social mobility, creating opportunities for over 130,000 drivers. For many, it represents the first time they have tasted true financial independence. Hana Legese, a RIDE driver, navigates the city streets with a focused smile. For her, the job is about more than just a paycheck; it’s a shift in identity. “Previously, I was just like many mothers, totally dependent on my husband,” Legese explains. “Now, thanks to God, I am also a good contributor to my house. I am doing very well and earning well with this job.” She isn't alone in this sentiment. Tilahun Yitayew, a veteran of the workforce, spent nearly four decades as a salaried employee. Since joining RIDE six years ago, he says his life has been redefined. “I consider myself as if I started working today,” Yitayew says, leaning against his white vehicle marked with the RIDE 8294 logo. “My income from the past six years is much better than what I earned in the past 39 years of employment. Because this is my own.” As the sun sets over the elevated railway tracks and the heavy traffic of the city center, the impact of Fikru’s vision is visible in every light-blue vehicle weaving through the underpasses. In a city of millions, RIDE has proved that local innovation can do more than just move people from point A to point B; it can move an entire economy toward independence.