“Can Cartona become the financial and operational backbone of Egypt's informal FMCG trade by digitizing supply chains and embedding credit at the point of ordering?”
Cartona is Egypt's fastest-growing B2B e-commerce marketplace connecting FMCG retailers, wholesalers, and producers via an asset-light digital platform. Rather than disrupting the traditional trade market, Cartona empowers it by digitizing sales and order management. The company has moved beyond pure marketplace logistics toward embedded finance, partnering with Egyptian fintech AMAN Holding to offer BNPL financing for retailers and wholesalers on the platform.
Cartona's lending and capital products are provided by AMAN Holding.
Cartona was founded by Mahmoud Talaat and Rafik Zaher and is headquartered in 23 Mesadak Street, Dokki, Giza, Egypt.
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