Cairo-based SaaS company Wuilt has secured $2 million in a new funding round aimed at accelerating its expansion across the Middle East and beyond. The round was led by follow-on investments from Flat6Labs and MTF VC, with additional backing from Hub71, JIMCO (Abdul Latif Jameel’s venture capital arm), Purity Tech, and several angel investors. This funding marks a significant milestone for Wuilt as it continues to disrupt the regional e-commerce enablement landscape.
A Bold Pivot Toward Accessibility
In April 2025, Wuilt made a bold strategic shift by eliminating subscription fees and offering its core platform for free to users in Egypt. This move, which meant giving up hundreds of thousands of dollars in annual recurring revenue, was designed to remove barriers to entry for small businesses and independent sellers. The result has been a surge in adoption, with over 20,000 merchants joining the platform since the pivot.
From Subscriptions to Scalable Services
Wuilt now generates revenue through value-added services such as Wuilt Shipments, Wuilt Pay, and Wuilt Wallet. This shift away from a subscription model aligns with the company’s mission to democratize e-commerce access while ensuring long-term scalability. By focusing on services that enhance merchant operations, Wuilt offers flexible tools that adapt to growing business needs without upfront costs.
A Vision to Empower Regional E-Commerce
Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt’s mission has always been to simplify the website and e-store creation process. The platform enables individuals and businesses to build professional online storefronts with minimal technical knowledge, eliminating the need for complex coding. Rostom emphasized that the pivot was not just about growth for Wuilt, but about enabling growth for thousands of entrepreneurs across the region.
Strategic Rollout Across the Middle East
With the newly raised capital, Wuilt plans to launch its free platform in the United Arab Emirates by the fourth quarter of 2025. Expansion into other GCC countries and Turkey is scheduled for the first quarter of 2026, continuing the company's regional push. These launches are expected to further Wuilt’s goal of becoming the go-to infrastructure provider for small and mid-sized businesses across emerging markets.
Innovating with AI and Merchant Tools
Wuilt is also developing a suite of AI-powered features designed to assist merchants in managing and scaling their businesses. These tools will focus on automating tasks, offering business insights, and enhancing the user experience. As e-commerce competition intensifies, such innovations will be crucial for merchants looking to remain agile and responsive.
Investor Confidence in Wuilt’s Trajectory
Investors have shown continued confidence in Wuilt’s evolving business model and growth prospects. This round builds on the $535,000 seed investment raised in 2020 from MENA Technology Fund, DAAL VC, and Flat6Labs. The company’s ability to pivot strategically and gain traction among merchants has strengthened its position as a frontrunner in the region’s e-commerce ecosystem.
Wuilt’s $2 million raise marks more than just a funding milestone—it underscores a mission-driven effort to reshape how e-commerce works in emerging markets. By removing financial and technical barriers, Wuilt empowers a new wave of entrepreneurs and micro-businesses to establish and scale their online presence. With further regional expansion and AI-driven enhancements on the horizon, Wuilt is positioning itself as a key enabler of digital commerce across MENA and beyond.