Cartona, an Egypt-based business-to-business (B2B) e-commerce startup solving supply chain challenges in the fast-moving consumer good (FMCG) and connecting retailers to wholesalers, suppliers and producing companies, has raised $12 million in its Series A funding round to scale its operations to new verticals.

  • The fund will be used to cover all governorates in Egypt, scale its product, advance its services and technology stack, and explore new areas beyond FMCG.
  • Cartona allows buyers to order inventory from a network of identified sellers on its app with a communication tool for promotions and a dashboard for insights.
  • Silicon Badia led the funding round with participation from SANAD Fund for MSME, Arab Bank Accelerator, and Sunny Side Ventures.  
  • The startup last raised $4.5 million in its pre-Series A round last September and has now expanded to 11 cities in Egypt.