Cartona

Cartona is a fast-growing B2B e-commerce marketplace designed to digitize and streamline Egypt’s traditional trade ecosystem. The platform connects retailers, wholesalers, and FMCG companies in one centralized digital marketplace, enabling seamless sourcing, ordering, and supply chain coordination. Through Cartona, retailers can browse, compare, and purchase products anytime, eliminating inefficiencies such as manual ordering, price opacity, and limited supplier access. Suppliers and FMCG companies benefit from improved salesforce efficiency, wider market reach, and real-time performance insights that support smarter decision-making. Cartona adopts an asset-light, technology-driven model that empowers existing market players rather than disrupting them, fostering inclusive growth across the value chain. The platform supports inventory visibility, order tracking, and digital payments, while also integrating embedded finance solutions such as Buy Now, Pay Later (BNPL) to enhance financial inclusion. By creating a comprehensive digital network across multiple cities, Cartona helps small retailers scale operations, reduce procurement costs, and save time.