Free online store construction for Egyptian merchants receives $2 million investment from Wuilt
Cairo-based ecommerce enablement platform Wuilt has raised $2 million in a funding round, led by Flat6Labs and MTF VC, with participation from Hub71, JIMCO, Purity Tech, and strategic angel investors. The startup aims to become infrastructure for small businesses and social sellers across emerging markets, starting with the Middle East and North Africa (MENA).
After pivoting to a free-to-use platform by eliminating subscription fees in Egypt in April 2025, Wuilt has seen rapid adoption with over 20,000 merchants joining the platform since then. Ahmed Rostom, founder and CEO of Wuilt, stated that the pivot was to make growth possible for everyone else.
Wuilt's growth strategy centers on scaling its free website and online store creation tools across the MENA region. The company plans to launch its platform in the UAE in Q4 2025, followed by other GCC countries and Turkey in Q1 2026. Instead of subscription revenue, Wuilt now monetizes through value-added transactional services such as Wuilt Shipments, Wuilt Pay, and Wuilt Wallet.
In addition to these services, Wuilt is also developing AI-powered tools to help merchants better manage and grow their businesses. The company aims to empower small and medium-sized businesses across MENA with accessible digital solutions.
The funding round comes as the ecommerce sector in Egypt continues to grow, with several other startups in the space also raising funds recently. This includes Elmenus founder stepping down as Egyptian food delivery startup appoints former rival executive Walid El-Saadany as CEO, Egypt's Flend raising $3 million in debt and equity for its embedded SME lending platform, and Meta acquiring PlayAI, a US-based voice AI startup led by an Egyptian founder.
With this new funding, Wuilt is well-positioned to expand its reach and impact in the MENA region, providing small businesses with the tools they need to succeed in the digital age.
Key points:
- Pivoted to a free platform in Egypt, driving adoption by over 20,000 merchants.
- Raised $2 million led by Flat6Labs and MTF VC, among others, to fund expansion and product innovation.
- Targeting geographic expansion: UAE (Q4 2025), GCC, and Turkey (Q1 2026).
- Monetizing via value-added, transaction-based services rather than subscriptions.
- Investing in AI tools to support merchant growth and management.
Date of Publication: August 3, 2025
Author: MB Staff
- Wuilt's recent fundraising of $2 million, led by Flat6Labs and MTF VC, indicates a strategic move to expand its reach and impact within the MENA region, particularly through the development of AI-powered tools to help small businesses manage and grow their ventures.
- With over 20,000 merchants joining the platform since eliminating subscription fees in Egypt, Wuilt's novel approach to finance and technology, via value-added transactional services like Wuilt Shipments, Wuilt Pay, and Wuilt Wallet, is resonating with small businesses in the digital age.
