Luther Lawoyin launched bulk-buy online grocery store, Pricepally, in November 2019 just months before the start of the coronavirus pandemic.

Pricepally Chief Executive Luther Lawoyin says he founded his fourth startup shortly after getting married when his wife starting taking note of their collective expenses and he realized just how much they were spending on groceries.

Speaking to CNBC Make It via telephone, Lawoyin said he couldn't understand the cause, as it wasn't something he had consciously monitored before. However, after conducting some research, Lawoyin said he realized that the high costs were partly due to inefficiency in the fresh food supply chain in Nigeria, where he lives, and across Africa.

This inefficiency is "chiefly due to the outdated and dilapidated infrastructure plaguing the continent," he said.