Cairo-based e-commerce enablement platform Wuilt has successfully closed a $2 million funding round, signaling a significant step in its mission to democratize online business across the Middle East and North Africa. The round saw follow-on investment from Flat6Labs and MTF VC, alongside participation from Hub71, JIMCO (Abdul Latif Jameel’s VC arm), Purity Tech, and a syndicate of strategic angel investors.

This fresh capital injection comes on the heels of Wuilt’s audacious strategic pivot in April 2025. In a move that saw the company eliminate all subscription fees for its core platform in Egypt – foregoing hundreds of thousands of dollars in annual recurring revenue – Wuilt has since attracted over 20,000 new merchants. This bold decision was made to drastically accelerate merchant adoption and remove financial barriers to entry for aspiring online businesses.

Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt has strategically shifted its monetization model. Instead of subscriptions, the company now generates revenue through a suite of value-added services, including Wuilt Shipments, Wuilt Pay, and Wuilt Wallet, offering a more flexible and accessible ecosystem for its users.

Ahmed Rostom, CEO of Wuilt, articulated the company’s vision behind this transformative shift, “We didn’t pivot just to grow—we pivoted to make growth possible for everyone else. E-commerce in our region has always been gated by cost, complexity, and outdated thinking. We’ve removed those gates completely.”

The newly acquired funds are earmarked for an ambitious expansion plan. Wuilt is set to launch its free platform in the UAE in Q4 2025, with further expansion into other GCC countries and Turkey slated for Q1 2026. Beyond geographical growth, the company is also heavily investing in the development of cutting-edge AI-powered features designed to empower merchants in managing and scaling their businesses more efficiently.

Wuilt’s ultimate ambition is to establish itself as a foundational infrastructure layer, providing essential tools and services for small businesses and social sellers across emerging markets, beginning with the dynamic MENA region.