Cairo-based ecommerce 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 strategic angel investors.

The software startup pivoted in April 2025 to offer its platform completely free in Egypt. It eliminated all subscription fees, giving up hundreds of thousands of dollars in annual recurring revenue to focus on merchant acquisition. Since the pivot, over 20,000 merchants have joined the platform.

Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt now monetizes through value-added services including Wuilt Shipments, Wuilt Pay, and Wuilt Wallet rather than subscription fees.

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 “E-commerce in our region has always been gated by cost, complexity, and outdated thinking.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

Wuilt plans to launch its free platform in the UAE in Q4 2025, followed by other GCC countries and Turkey in Q1 2026. The company is also developing AI-powered features to help merchants manage operations.

The startup aims to become infrastructure for small businesses and social sellers across emerging markets, starting with MENA.