Egypt’s e‑commerce sector is set for a boost as Wuilt secures $2 million in new funding to expand its mission of making online selling accessible to all. By removing subscription fees for its core platform, the startup has opened the door for thousands of merchants to join the digital economy, setting the stage for regional growth.
The round was led by follow‑on investments from Flat6Labs and MTF VC, joined by Hub71, JIMCO, Purity Tech and several angel investors. More than just a capital raise, this marks a turning point for how small and medium businesses in the region can join the digital economy without the traditional barriers of cost and complexity.
Wuilt’s bold move earlier this year shaped its current momentum. In April 2025, the company removed all subscription fees for its core website‑and‑store builder in Egypt, making the service completely free for any merchant. The decision meant letting go of a significant stream of annual recurring revenue from its earlier subscription‑based model. Yet, the founders were driven by a bigger vision: to make online selling a realistic opportunity for every entrepreneur, regardless of size or resources. Within months, more than 20,000 sellers had joined the platform, underscoring how cost remains one of the biggest barriers to e‑commerce adoption.
Founded in 2019 by Ahmed Rostom, Mahmoud Metwaly and Mohamed Hegazy, Wuilt began with a traditional SaaS subscription model where merchants paid to build and manage their online stores. After the pivot, the company shifted to monetizing through services that directly add value to sellers’ operations, such as Wuilt Shipments for streamlined delivery, Wuilt Pay for payment processing and Wuilt Wallet for digital transactions. This approach allows merchants to access the core tools they need without upfront cost while Wuilt earns from optional services as sellers grow.
For CEO Ahmed Rostom, the change was not just about business growth but about enabling the growth of others. As he has explained, e‑commerce in the region has long been restricted by cost, complexity and outdated thinking. By removing these barriers entirely, Wuilt aims to make launching and running an online store as simple and affordable as possible. The latest funding will help push this mission further.
The company’s immediate plan is to roll out its free platform in the UAE by the fourth quarter of 2025, followed by expansion into other GCC countries and Turkey in early 2026. Alongside its geographic growth, Wuilt is developing AI‑powered tools to help merchants manage inventory, personalize customer experiences and optimize sales performance. This combination of accessibility, smart technology and expanded reach could make Wuilt a major player in the region’s e‑commerce infrastructure.
The timing is ideal. Egypt’s digital economy is one of the fastest‑growing in the MENA region. In 2025, about 81.9% of the population, nearly 96 million people, were internet users. The country’s e‑commerce market reached approximately USD 10.24 billion in value and is projected to grow at a compound annual rate of 13.5% through 2030. Mobile commerce is driving much of this momentum, accounting for over 72% of e‑commerce value in 2024. Digital wallets and instant payment systems like InstaPay are making online transactions easier and more secure, boosting participation from both consumers and small businesses. These trends are improving financial inclusion and expanding the reach of digital markets.
Investor confidence in Egypt’s startup ecosystem has also been building. Flat6Labs, one of Wuilt’s earliest backers, is among the region’s most active seed‑stage investors, running accelerator programs across MENA and helping thousands of startups access funding, mentorship and market opportunities. Its portfolio spans fintech, logistics, health tech and other high‑growth sectors, and its support has helped generate jobs and follow‑on investment. The involvement of experienced investors like Flat6Labs and MTF VC, along with regional heavyweights such as Hub71 and JIMCO, shows that Egyptian startups are not only surviving but scaling successfully.
For Wuilt, the conditions are ripe for expansion. The removal of subscription fees has proven there is a vast, underserved market of entrepreneurs ready to join the digital economy when the barriers are lifted. By offering its core platform for free and monetizing through value‑added services, the company is aligning its growth with the success of its merchants. As more sellers thrive, Wuilt thrives alongside them.
This funding gives Wuilt the means to take its inclusive model beyond Egypt. Its entry into the UAE will place it in one of the Gulf’s most active e‑commerce hubs, while expansion into other GCC markets and Turkey will open doors to a wider range of economies. Combined with AI‑driven merchant support, this strategy could help the company capture new market share while deepening its impact on small and medium‑sized businesses.
The broader significance of Wuilt’s approach lies in its challenge to the traditional pay‑to‑enter model. In markets where many potential sellers have been excluded by cost and complexity, Wuilt is creating an open gateway to digital trade. As more businesses join and scale, the benefits can ripple outward into job creation, supply chain development and greater consumer choice.
With $2 million in new funding, a proven ability to attract merchants and an ambitious expansion plan, Wuilt is positioning itself as more than just a platform provider. It is becoming an enabler of the next phase of e‑commerce growth in Egypt, the GCC and beyond, proving that profitability and inclusion can grow together in the Middle East and North Africa.
