Wuilt, the Cairo-based e-commerce enablement startup, has successfully raised $2 million in its latest funding round. Led by Flat6Labs and MTF VC, the round also drew participation from key backers such as Hub71, JIMCO (the VC arm of Abdul Latif Jameel), Purity Tech, and a group of notable angel investors.
This funding comes on the heels of a bold move by Wuilt: in April 2025, the company eliminated all subscription fees for merchants in Egypt. It walked away from hundreds of thousands in annual revenue to focus entirely on merchant acquisition and long-term ecosystem growth.
The results? A surge of more than 20,000 new merchants joined the platform, clear proof that the region is hungry for accessible, no-cost digital commerce solutions.
A Business Model Built for Scale
Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt has transformed its monetization model. Instead of charging subscriptions, the company now generates revenue through value-added services, such as:
- ✅ Wuilt Shipments – Integrated delivery and logistics solutions
- ✅ Wuilt Pay – A simplified and secure payment gateway
- ✅ Wuilt Wallet – A digital wallet system tailored for small businesses
“We didn’t pivot just to grow, we pivoted to make growth possible for everyone else,” said CEO Ahmed Rostom.
“E-commerce in our region has always been gated by cost, complexity, and outdated thinking. We’ve removed those gates completely.”
This model not only lowers the barrier to entry but also encourages long-term adoption and deeper platform engagement.
What’s Next for Wuilt?
With fresh capital in the bank, Wuilt is now setting its sights beyond Egypt. The company plans to:
- âś… Launch in the UAE by Q4 2025
- âś… Expand into the wider GCC and Turkey in Q1 2026
- âś… Introduce AI-powered tools to help merchants streamline operations, increase efficiency, and scale sustainably
These new features aim to give small businesses the kind of intelligence and automation typically reserved for enterprise-level players, making Wuilt a true equalizer in the regional e-commerce space.
A Bigger Vision: Powering the Future of Commerce
Wuilt’s long-term ambition is bold: to become the core infrastructure for small businesses and social sellers across emerging markets. The focus starts with MENA, but the underlying vision is global.
By combining:
- Free access to essential tools
- Localized services tailored to market realities
- Advanced features powered by AI
Wuilt is positioning itself as the go-to platform for a new generation of entrepreneurs, people ready to launch, grow, and thrive in the digital economy.