Wuilt Raises $2M to Expand Free E-Commerce Platform in MENA

Ahmed Rostom, Wuilt Co-Founder & CEO

Cairo-based e-commerce enablement platform Wuilt has raised $2 million in a funding round led by follow-on investment from Flat6Labs and MTF VC, with participation from Hub71, JIMCO (Abdul Latif Jameel’s VC arm), Purity Tech, and a group of strategic angel investors.

The funding comes after Wuilt’s bold April 2025 pivot to offer its core platform completely free in Egypt, eliminating all subscription fees and forgoing hundreds of thousands of dollars in annual recurring revenue to accelerate merchant adoption. Since then, over 20,000 merchants have joined the platform.

Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt now monetises through value-added services such as Wuilt Shipments, Wuilt Pay, and Wuilt Wallet—moving away from subscription-based models.

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 “E-commerce in our region has always been gated by cost, complexity, and outdated thinking.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

With the new capital, Wuilt plans to launch its free platform in the UAE in Q4 2025, followed by GCC countries and Turkey in Q1 2026. The company is also developing AI-powered features to support merchants in managing and scaling their businesses.

Wuilt aims to become a foundational infrastructure layer for small businesses and social sellers across emerging markets, starting with MENA.

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