B2B e-commerce platform Cartona has raised $4.5 in a pre-Series A funding round led by Global Ventures.
Who is affected🤷: In a little over a year, Cartona is already working with 100 fast-moving consumer goods (FMCG) companies, 1,000 distributors & wholesalers, offering consumers over 10,000 products listed on its platform. For example, grocery retailers are able to use Cartona’s application to order its needed supply from a range of sellers.
Why is this important🤔: MENA-based e-commerce startups have witnessed steady growth recently. While Cartona’s business model is similar to that of similar players such as MaxAB & Capiter, it still slightly differs. For example, MaxAB owns & operates its warehouses, Capiter relies on a hybrid model of generally renting assets & owning inventory when it comes to high turnover products. Cartona, on the other hand, operates an asset-light model, one that company CEO Mahmoud Talaat thinks “works best for all the stakeholders involved in the retail market”.