Loading organizations...

§ Private Profile · Gîza, Al Jizah, Egypt
B2B e-commerce marketplace connecting small Egyptian retailers with FMCG suppliers and wholesalers, digitizing traditional trade.
Cartona is a Cairo, Egypt-based B2B e-commerce marketplace that digitizes the traditional trade market by connecting small grocery stores and kiosks with fast-moving consumer goods suppliers and wholesalers. Operating an asset-light model across 11 Egyptian cities, the platform streamlines supply chain operations and facilitates inventory procurement for a growing base of over 60,000 active users. The digital catalog features more than 10,000 products sourced from a network of 1,000 distributors and 200 manufacturers, which includes prominent consumer brands such as Red Bull, Kellogg's, and Domty. To support its ongoing expansion across the country's governorates, the enterprise has raised $16.5 million in total venture capital funding, including a $12 million Series A round backed by lead investors Silicon Badia and Global Ventures. Cartona was officially founded in August 2020 by Mahmoud Talaat, Mahmoud Abdel-Fattah, and Rafik Zaher.
Cartona has raised $30.6M across 4 funding rounds.
Cartona has raised $30.6M in total across 4 funding rounds.
Cartona has raised $30.6M across 4 funding rounds. Most recently, it raised $8.1M Debt / Series A Extension in July 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 30, 2024 | $8.1M Debt Financing | Algebra Ventures, Namek Zu'bi | — | Announced |
| Jul 1, 2024 | $6M Series A | — | Hummingbird Ventures, Silicon Badia | Announced |
| Jul 1, 2022 | $12M Series A | Silicon Badia | 500 Falcons, AAF Management Ltd., Hummingbird Ventures | Announced |
| Sep 21, 2021 | $4.5M Seed Plus | Global Ventures | — | Announced |
Cartona has raised $30.6M in total across 4 funding rounds.
Cartona's investors include Algebra Ventures, Namek Zu'bi, Hummingbird Ventures, Silicon Badia, 500 Falcons, AAF Management Ltd., Global Ventures.
Cartona is an Egyptian B2B e‑commerce marketplace that digitizes FMCG (fast‑moving consumer goods) distribution by connecting thousands of grocery retailers with suppliers, wholesalers and producers via an asset‑light platform that adds ordering, payments and embedded finance tools to offline trade[2][1].
High‑Level Overview
Origin Story
Core Differentiators
Role in the Broader Tech Landscape
Quick Take & Future Outlook
Quick take: Cartona is a capitalized, growth‑stage B2B marketplace focused on digitizing Egypt’s traditional FMCG trade through an asset‑light platform, embedded finance and partner integrations; its near‑term success hinges on repeat order economics, payments adoption and operational partnerships that lower last‑mile costs while scaling retailer adoption[1][2][3].
If you want, I can: (a) compile a timeline of Cartona’s funding rounds and key partnerships with source citations, or (b) build a short competitive map vs. other Egyptian B2B FMCG platforms—tell me which you prefer.