Egypt-based healthtech company Duaya has acquired EXMGO, a SaaS provider for pharmacies and medical businesses, in a six-figure deal. The acquisition marks a strategic expansion for Duaya as it seeks to enhance e-commerce and digital transformation solutions in the healthcare sector. The move also introduces Duaya Go, a rebranded platform that builds on EXMGO’s capabilities to strengthen pharmacy digitisation in Egypt.
Duaya’s Growth and Market Presence
Founded in 2021 by Dr. Ahmed Fazara, Duaya has quickly positioned itself as a prominent digital healthcare company in Egypt. The platform connects over 500 medical suppliers and manufacturers with more than 12,000 clients, including pharmacies, clinics, hospitals, and laboratories. With a growth rate surpassing 200 percent in just a few years, Duaya has demonstrated strong scalability and market demand.
Strategic Rationale Behind the Acquisition
The acquisition of EXMGO underscores Duaya’s ambition to expand its digital service portfolio for the healthcare sector. EXMGO had built expertise in developing SaaS tools that enable pharmacies to create branded applications and websites. By integrating these solutions under Duaya Go, pharmacies can now manage inventory, sales, payments, and customer engagement through a single platform.
Vision for Pharmacy Digitisation
According to Duaya’s founder and CEO, the acquisition supports the company’s mission to digitise pharmacy operations across Egypt. He explained that traditional sales models are being transformed into efficient, platform-driven processes. This approach is expected to create greater market efficiency while improving the purchasing experience for healthcare providers and patients alike.
Expansion of Services and Capabilities
With the relaunch as Duaya Go, the company is broadening its role beyond a B2B healthcare marketplace. Duaya now offers a suite of solutions that encompass medical supply distribution, artificial intelligence applications, healthcare software, and direct e-commerce tools for pharmacies. The integration of EXMGO’s technology further positions Duaya as a comprehensive platform for healthcare digitalisation.
Perspective from EXMGO Leadership
EXMGO’s CEO, Eng. Islam Nasr, highlighted the significance of the merger for the pharmacy ecosystem. He noted that EXMGO’s software expertise, combined with Duaya’s resources and network, will accelerate the adoption of e-commerce among thousands of pharmacies. This partnership is designed to help healthcare businesses transition quickly and effectively into digital operations.
Recent Milestones and Investment
Duaya’s momentum has been reinforced by new investment secured after its appearance on the “Shark Tank” programme in 2024. This funding enabled the company to accelerate innovation and expand its technological infrastructure. With fresh resources and the addition of EXMGO’s capabilities, Duaya is aiming to reach a client base of 25,000 by the end of this year.
Regional Expansion Plans
Beyond Egypt, Duaya is preparing to enter new markets in the Gulf region in 2026. The company intends to leverage its proven model to serve pharmacies, hospitals, and clinics across the GCC. This expansion reflects Duaya’s broader strategy of establishing itself as a regional leader in healthcare digitalisation.
Unique Market Position
Duaya distinguishes itself as the only platform in the MENA region that integrates medical supply coverage for clinics, hospitals, laboratories, and pharmacies into one system. In addition to its e-commerce services, Duaya operates a software division dedicated to healthcare solutions. This combination of supply chain access and digital tools provides a unique competitive advantage in the regional healthtech landscape.
The acquisition of EXMGO and its relaunch as Duaya Go represents a pivotal step in Duaya’s evolution. By combining medical supply networks with SaaS-driven pharmacy solutions, the company is reinforcing its position as a key driver of healthcare digitalisation in Egypt. With ambitions to expand regionally, Duaya is well placed to influence the transformation of pharmacy and medical operations across MENA.