Cartona completes $4.5 million pre-Series A round led by Global Ventures

Cartona completes $4.5 million pre-Series A round led by Global Ventures

Egypt-based B2B platform Cartona has raised $4.5 million in a pre-Series A round led by Global Ventures, with participation from Kepple Africa Ventures, T5 Ventures and a group of angel investors.

Founded in August 2020 by Mahmoud Talaat and Mahmoud Abdel-Fattah, Cartona is a B2B e-commerce marketplace connecting retailers to manufacturers and wholesalers. It aims to solve the supply-chain and operational challenges in the FMCG sector by digitising the mostly offline trade market.

Since inception, Cartona has acquired over 30,000 users in Cairo and Alexandria and has processed over 400,000 delivered orders with an annualised gross merchandise value of EGP 1 billion ($64 million). Cartona 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.

The funding will be invested in Cartona’s technology, launch new products and expand geographically across Egypt.

“Small and medium retailers deserve the opportunity to operate their businesses efficiently while delivering growth simultaneously. To do so, they need access to credit, inventory and payment services. We are dedicated to empowering the B2B ecosystem through technology and supply chain innovation. Cartona is committed to building a strong network of digitally connected retailers that have better control over