Cartona
“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?”
HQ23 Mesadak Street, Dokki, Giza, Egypt
FoundersMahmoud Talaat, Rafik Zaher
Latest roundSeries A extension, 2024
IndustryMarketplace / B2B E-commerce
The story
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.
Last 12 months
2024-07
Product timeline
2022
Cartona privacy policy effective date — earliest public policy timestamp for the app.· pivot
2024
Cartona partnered with Talabat (leading regional food delivery service) to streamline restaurant supply procurement.· banking
2024
Cartona partnered with AMAN Holding, a leading Egyptian fintech company, to expand embedded financial solutions for retailers.· lending
2024
Raised $8.1M Series A extension to continue digitizing Egypt's traditional trade market.· ipo
The stack
1 layer disclosed in Cartona’s embedded-finance stack
Lending
AMAN HoldingBNPL financing for retailersBNPL financing for wholesalers
Accounting gap: none