Egypt’s Wuilt raises $2m to expand free e-commerce platform across MENA

Egypt-based e-commerce enabler Wuilt has secured $2 million in new funding to expand its free website-building platform across the Middle East and North Africa (MENA) region [1]. The round was led by Flat6Labs and MTF VC, with contributions from Hub71, JIMCO, Purity Tech, and strategic angel investors [1]. The investment underscores growing investor confidence in Wuilt’s mission to democratize digital tools for small businesses and social sellers [1].

Wuilt, founded in 2019, made a strategic move in April 2025 by offering its core platform free of charge in Egypt, removing subscription fees from its model [1]. While this decision initially resulted in forgoing significant annual recurring revenue, it led to a surge in adoption, with over 20,000 merchants joining the platform [1]. The company’s free model is complemented by value-added services such as Wuilt Shipments, Wuilt Pay, and Wuilt Wallet, which provide logistics, payment processing, and financial tools [1].

The startup’s expansion strategy is in line with the broader growth of the e-commerce sector in the region. The MENA e-commerce market is projected to reach $50 billion by 2025, driven by increasing internet and smartphone adoption [1]. Wuilt plans to roll out its free platform in the UAE by Q4 2025, followed by other GCC countries and Turkey by Q1 2026 [1]. The UAE alone is expected to see its e-commerce market surpass $8 billion by 2025, supported by government-led digital transformation initiatives [1].

Wuilt’s success is attributed to its tailored approach to the region’s needs, particularly in Arabic-language support and affordability. Its platform allows users to create professional Arabic websites in minutes, addressing a critical gap in the market [1]. The startup’s earlier $535,000 seed round in 2020, led by MENA Technology Fund and DAAL VC, helped lay the foundation for its current growth trajectory [1].

To further strengthen its value proposition, Wuilt is developing AI-powered tools to help merchants manage and scale their businesses [1]. These include features for inventory management and customer engagement, positioning the startup as a foundational infrastructure for small businesses in the region [1]. The startup’s co-founder and CEO, Ahmed Rostom, emphasized that the free model removes barriers for merchants seeking to establish a digital presence [1].

Investors have shown strong support for Wuilt’s vision and innovation. Flat6Labs, a leading MENA tech accelerator, marked its third investment in the company, following pre-seed and seed rounds [1]. Hub71 and JIMCO also joined the latest round, citing Wuilt’s potential to transform e-commerce in the region [1].

Despite its progress, Wuilt faces challenges in scaling across the diverse markets of MENA, including regulatory differences, varying consumer preferences, and competition from global platforms such as Shopify and Wix [1]. However, its localized strategy and cost-effective model offer a competitive edge, particularly for small businesses seeking affordable and user-friendly solutions [1].

Wuilt’s AI-driven roadmap also sets it apart. By integrating machine learning for personalized marketing and inventory optimization, the startup aims to provide tools typically reserved for larger enterprises [1]. Its co-founder, Mahmoud Metwaly, emphasized that the goal is to level the playing field for small businesses in the digital economy [1].

Source: [1] Egypt’s Wuilt secures $2m funding to empower SMB’s in MENA with its free website builder (https://coinmarketcap.com/community/articles/68908945f66ec432fbcd0315/)