Egyptian startup Capiter raises $33M to increase B2B e-commerce platform throughout MENA


Funding startups that assist producers and sellers distribute merchandise and retailers entry them on a single platform retains rising throughout Africa.

As we speak, Cairo-based B2B e-commerce startup Capiter continues that pattern by elevating a $33 million Collection A spherical.

The funding was co-led by Quona Capital and MSA Capital. Different taking part traders embrace Savola, Shorooq Companions, Basis Ventures, Accion Enterprise Lab, and Derayah Ventures.

Capiter was launched in July 2020 by Mahmoud Nouh and Ahmed Nouh. Talking with BadilHost, CEO Mahmoud Nouh says Capiter solves issues round attain and insights for suppliers and producers.

Lots of the producers in Egypt at this time would not have the suitable infrastructure of the provision chain in place to succeed in retailers. Nouh says that producers can solely attain 30% of retailers available in the market, however with Capiter, that quantity goes up between 80% to 100%.

Additionally, a big portion of the producers’ finish commerce occurs by way of conventional channels the place there’s principally no transparency over information or market insights.

Utilizing machine studying, Capiter says it helps these producers acquire essential insights into the markets they serve, the merchandise they promote, and the way they truthful with competitors.

Then for retailers, Capiter attends to 3 issues. The primary is the inconvenience retailers must cope with partaking a number of suppliers to search out the suitable product. The second is transparency which entails some forwards and backwards between retailers and producers on pricing. The third is that retailers typically have little or no entry to working capital to get the suitable product and the suitable time.

With Capiter, retailers can order merchandise from FMCGs and wholesalers whereas the corporate delivers them. Capiter additionally supplies truthful pricing and matching strategies that showcases a variety of stock for retailers.

Then it affords working capital to them to purchase extra merchandise even once they are strapped with money. Capiter companions with native banks in Egypt and the Central Financial institution to carry out this.

Capiter has over 12 service provider sorts on its platform, together with mom-and-pop shops, lodges, eating places, cafes, digital outlets, supermarkets, grocery outlets, and catering firms, every with its personal personalized options.

“We’re in a position to get the information from the merchandise they purchase. So we provide them the most effective answer on what they need to promote, at what time and peak seasons, together with when are the choices taking place. All of these are personalized options that we provide,” stated Mahmoud Nouh.


The Capiter app

The corporate’s revenues are derived from little margins on the merchandise purchased from producers and bought to retailers. Then on rebates for the suppliers and fee from the working capital offered to retailers. Capiter additionally makes cash from offering market insights and information providers to producers and FMCGs.

Usually B2B e-commerce platforms function both asset-light, inventory-heavy fashions. Nouh tells me that Capiter selected to make use of a hybrid mannequin — making deliveries with out proudly owning any vehicles to make sure scalability and proudly owning stock, particularly for top turnover merchandise serving to the corporate with excessive availability and higher pricing.

“This fashion has enabled us to scale the enterprise in a really quick method and on the similar time, effectively and reliably. Relating to warehouses and vehicles, we don’t personal them; we hire them. We cope with third-party logistics for transportation and we handle them.”

Over 50,000 retailers and 1,000 sellers use Capiter. In line with CEO Nouh, the corporate has offered as much as 6,000 SKUs. He additionally provides that the corporate is focusing on an annualized income of $1 billion by subsequent yr.

“We’re on an excellent trajectory for reaching this,” he added. “When it comes to workforce members, we now have a workforce of greater than 1000 individuals in the meanwhile, together with in warehouses, supply, and many others. So we’ve seen good traction throughout all board,” he answered when requested about Capiter’s traction.

Quona Capital, the co-lead investor on this spherical, is thought to have made some B2B e-commerce bets over the previous years, as an example, Kenya’s Sokowatch. The funding in Capiter provides to the agency’s portfolio in that regard and a rising presence within the MENA area being its first test made in Egypt.

In an announcement, Quona co-founder and managing companion Monica Model Engel stated, “Capiter’s embedded finance mannequin, mixed with its experience and robust person engagement, can have a dramatic affect on the monetary lives of SMEs, serving to them optimize their earnings which helps communities to thrive.”

“SME provide chain inefficiencies are huge all through the Center East. We imagine the important thing blocker is the dearth of working capital within the system. Capiter has constructed an asset-light technique to mixture retailers and suppliers and facilitate credit score into the system by means of a complete multi-product providing comparable to commerce, credit score financing, digital funds, bookkeeping and stock administration for SMEs, leveraging on the ecosystem constructed by the native banks and monetary establishments.” provides Ben Harburg, companion at MSA Capital, a world VC that has invested in fintechs like Nubank and Klarna.

In line with Ahmed Nouh, the corporate’s COO, Capiter will increase into new verticals like agriculture and pharmaceutical choices.

The co-founder brings expertise from the transport and logistics area. Each he and Mahmoud are serial entrepreneurs. The latter’s journey is sort of outstanding, having labored within the mobility area as the co-founder and COO of Egyptian ride-hailing firm SWVL. The corporate not too long ago introduced a possible SPAC deal valuing it at $1.5 billion and is without doubt one of the few African startups breeding a tech mafia. Ahmed Sabbah, one other co-founder of the corporate, now runs early-stage fintech startup Telda.

Capiter has attracted a world workforce that brings collectively the experience from firms like Careem and Flipkart wanted to realize the corporate’s targets, stated Mahmoud.

He provides that the workforce, alongside the availability of economic providers by way of partnerships with banks and its hybrid mannequin, is how the corporate stands out in a aggressive market, together with the likes of Fatura, Bosta, and MaxAB.

Following this funding, the corporate plans to increase vertically (when it comes to the client kind) and geographically throughout the subsequent yr.

“We need to serve each single SME within the MENA area and increasing inside Egypt and globally.” He provides that Savola Group, one in every of its traders and the biggest investor for FMCG merchandise within the MENA area, will show pivotal to this development. Capiter additionally plans to diversify its monetary providers choices to incorporate funds. 

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