Egyptian startup Cartona, a B2B platform connecting retailers to manufacturers and wholesalers, has closed a US$4.5 million Pre-Series A funding round to help it invest in new technology, launch new products and expand across the country.
Founded in August 2020, Cartona is a B2B e-commerce marketplace focusing on solving supply chain and operational challenges for the fast-moving consumer goods (FMCG) industry by digitizing the traditional, predominantly offline, trade market.
The startup offers an asset-light marketplace that enables grocery retailers to order their store needs digitally from a curated network of sellers. Since inception, Cartona has acquired over 30,000 users in Cairo and Alexandria, processing over 400,000 delivered orders with an annualized gross merchandise value of EGP1 billion (US$63.5 million). It works with 100 FMCG companies, 1,000 distributors and wholesalers, offering consumers over 10,000 products listed on its platform including dry, fresh and frozen food.
Further growth is now planned after Cartona banked US$4.5 million in a pre-Series A round of funding led by Global Ventures, a Dubai-based, international venture capital firm, with participation from Kepple Africa Ventures, T5 Ventures and a group of angel investors.
Proceeds will be used to invest in deepening the capabilities of the technology to further enhance the user experience and introduce embedded finance within the product and order cycle. Cartona also plans to expand its operations across Egypt.
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