Cartona, an Egypt-based B2B marketplace that connects retailers with manufacturers and distributors, has raised $4.5 million in its most recent round of funding. Global Ventures led the Pre-Series A financing, which included Kepple Africa Ventures, T5 Ventures, and a number of prominent angel investors.
“It is time to capitalize on technology beyond warehouses and trucks. Data and technology will transform traditional retail to a digitally-native one, which in return will drastically improve the supply chain efficiency,” Mahmoud Abdel-Fattah, Co-founder and CTO of Cartona said.
The Egypt-based team intends to use the funding to grow its Tech Stak, create new products, and expand geographically throughout Egypt.
Why The Investors Invested
Cartona, an Egypt-based B2B network that connects retailers with manufacturers and distributors, has raised $4.5 million in its most recent round of funding. Global Ventures led the Pre-Series A financing, which included Kepple Africa Ventures, T5 Ventures, and a number of prominent angel investors.
“We are really excited to lead this investment round in Cartona. The trade market is one of the most sophisticated, yet is characterized by multiple critical inefficiencies across the value chain. Cartona’s asset-light approach tackles those inefficiencies by optimizing the trade process in unique ways and does so with minimal capital spent. The company has already demonstrated consistently stellar growth over the past year. We are thrilled to partner with the company’s solid, highly capable, and experienced founding team on their third entrepreneurial journey,” Basil Moftah, General Partner at Global Ventures said.
A Look At What The Startup Does
Cartona, a B2B e-commerce site founded in August 2020, focuses on tackling supply-chain and operational difficulties for the fast-moving consumer goods industry (FMCG) by digitizing Egypt’s conventional, mostly offline trading market. The company provides an asset-light marketplace that allows grocery retailers to order digitally from a curated network of suppliers for their store needs.
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Cartona is aimed to minimize inefficiencies along the value chain by offering real-time price comparisons and ETAs, as well as allowing FMCGs and suppliers to optimize their go-to-market operations using data and analytics. Mahmoud Talaat, the former Chief Commercial Officer of Lamar Egypt, co-founded the company and helped create and scale it to a leadership position with a 20% market share.
“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 their businesses through running a seamless daily operation,” said Mahmoud who also founded Speakol.
Cartona, an Egypt-based B2B network that connects retailers with manufacturers and distributors, has raised $4.5 million in its most recent round of funding. Global Ventures led the Pre-Series A financing, which included Kepple Africa Ventures, T5 Ventures, and a number of prominent angel investors.
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“It is time to capitalize on technology beyond warehouses and trucks. Data and technology will transform traditional retail to a digitally-native one, which in return will drastically improve the supply chain efficiency,” Mahmoud Abdel-Fattah, Co-founder and CTO of Cartona said.
The Egypt-based team intends to use the funding to grow its Tech Stak, create new products, and expand geographically throughout Egypt.
Why The Investors Invested
Cartona, an Egypt-based B2B network that connects retailers with manufacturers and distributors, has raised $4.5 million in its most recent round of funding. Global Ventures led the Pre-Series A financing, which included Kepple Africa Ventures, T5 Ventures, and a number of prominent angel investors.
“We are really excited to lead this investment round in Cartona. The trade market is one of the most sophisticated, yet is characterized by multiple critical inefficiencies across the value chain. Cartona’s asset-light approach tackles those inefficiencies by optimizing the trade process in unique ways and does so with minimal capital spent. The company has already demonstrated consistently stellar growth over the past year. We are thrilled to partner with the company’s solid, highly capable, and experienced founding team on their third entrepreneurial journey,” Basil Moftah, General Partner at Global Ventures said.
A Look At What The Startup Does
Cartona, a B2B e-commerce site founded in August 2020, focuses on tackling supply-chain and operational difficulties for the fast-moving consumer goods industry (FMCG) by digitizing Egypt’s conventional, mostly offline trading market. The company provides an asset-light marketplace that allows grocery retailers to order digitally from a curated network of suppliers for their store needs.
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Cartona is aimed to minimize inefficiencies along the value chain by offering real-time price comparisons and ETAs, as well as allowing FMCGs and suppliers to optimize their go-to-market operations using data and analytics. Mahmoud Talaat, the former Chief Commercial Officer of Lamar Egypt, co-founded the company and helped create and scale it to a leadership position with a 20% market share.
“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 their businesses through running a seamless daily operation,” said Mahmoud who also founded Speakol.
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Charles Rapulu Udoh
Charles Rapulu Udoh is a Lagos-based lawyer who has advised startups across Africa on issues such as startup funding (Venture Capital, Debt financing, private equity, angel investing etc), taxation, strategies, etc. He also has special focus on the protection of business or brands’ intellectual property rights ( such as trademark, patent or design) across Africa and other foreign jurisdictions.
He is well versed on issues of ESG (sustainability), media and entertainment law, corporate finance and governance.
He is also an award-winning writer