Egypt’s Wuilt secures $2m funding to empower SMB’s in MENA with its free website builder

Wuilt, an innovative e-commerce enablement platform based in Cairo, has raised $2 million in a funding round to expand its free website builder across the Middle East and North Africa (MENA) region.

The investment, led by follow-on funding from Flat6Labs and MTF VC, with participation from Hub71, JIMCO (Abdul Latif Jameel’s venture capital arm), Purity Tech, and strategic angel investors, marks an important step in its mission to democratise digital tools for small businesses and social sellers.

Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt has rapidly gained traction in Egypt’s burgeoning e-commerce landscape. In April 2025, the company made a bold move by offering its core platform free in Egypt, eliminating subscription fees. This decision, which meant forgoing significant annual recurring revenue, paid off. Over 20,000 merchants have joined the platform since the pivot, showcasing strong demand for accessible digital solutions.

Its platform allows users to create professional Arabic-language websites in minutes, addressing a critical gap in the market. Unlike international tools with limited Arabic support, Wuilt offers a seamless, customisable experience tailored to MENA businesses. The startup’s earlier $535,000 seed round in 2020, backed by MENA Technology Fund, DAAL VC, and Flat6Labs, laid the foundation for its growth.

The fresh $2 million investment will power its ambitious expansion plans. The company aims to launch its free platform in the UAE in Q4 2025, followed by other GCC countries and Turkey in Q1 2026. This move aligns with the region’s growing e-commerce market, projected to reach $50 billion by 2025, driven by increasing internet penetration and smartphone adoption .

According to Ahmed Rostom, co-founder and CEO of Wuilt, the startup is committed to empowering small businesses across MENA. “Our free platform removes barriers, enabling merchants to establish a digital presence quickly and efficiently.” 

The funding will also support the development of AI-powered features to help merchants manage and scale their businesses. These tools aim to simplify operations, from inventory management to customer engagement, positioning the startup as a foundational infrastructure for the region’s small businesses.

A shift in monetisation strategy

Wuilt’s pivot to a free model has shifted its revenue focus to value-added services. The company now monetises through offerings like Wuilt Shipments, Wuilt Pay, and Wuilt Wallet. These services provide merchants with logistics, payment processing, and financial management tools, creating a comprehensive ecosystem for e-commerce success. This strategic shift mirrors global trends, where platforms like Shopify and Wix offer freemium models with premium add-ons.

The decision to forgo subscription fees has resonated with merchants, particularly in Egypt, where 30% of its customers are based in Saudi Arabia. The platform’s growth accelerated during the COVID-19 pandemic, as offline businesses rushed to establish an online presence.

The funding round reflects strong investor confidence in Wuilt’s vision. Flat6Labs, a leading MENA accelerator, marked its third investment in Wuilt, following pre-seed and seed rounds. 

“Wuilt’s traction and innovative approach make it a standout in the region,” said Marie-Therese Fam, Managing Partner at Flat6Labs Cairo. “We’re excited to support their expansion and AI-driven innovations.”

MTF VC, Hub71, JIMCO, and Purity Tech also joined the round, recognising Wuilt’s potential to transform MENA’s e-commerce landscape. “Wuilt’s focus on accessibility and scalability aligns with our investment philosophy,” said a spokesperson from Hub71, Abu Dhabi’s global tech ecosystem.

Wuilt is tapping into MENA’s e-commerce boom

MENA’s e-commerce sector is experiencing rapid growth, fuelled by a young, tech-savvy population and increasing digital adoption. 

According to industry reports, the region’s e-commerce market is expected to grow at a CAGR of 10% through 2027. However, challenges like limited Arabic-language tools and high setup costs have hindered small businesses’ ability to go online. Wuilt’s platform addresses these pain points, offering a user-friendly, cost-effective solution.

The company’s expansion into the UAE and GCC markets is timely. The UAE’s e-commerce market alone is projected to surpass $8 billion by 2025, driven by government initiatives like Dubai’s e-commerce strategy. Wuilt’s focus on AI-powered tools also positions it to capitalise on the region’s growing interest in artificial intelligence, with MENA’s AI market expected to reach $320 billion by 2030.

Meanwhile, despite its success, Wuilt faces challenges in scaling across diverse MENA markets. Regulatory differences, varying consumer preferences, and competition from global players like Shopify and Wix could pose hurdles.

Yet, the startup’s localised approach and free model give it a competitive edge, particularly for small businesses and social sellers who prioritise affordability and ease of use.

Its AI-driven roadmap is another differentiator. By integrating machine learning for personalised marketing and inventory optimisation, Wuilt aims to empower merchants with tools typically reserved for larger enterprises. 

“Our goal is to level the playing field,” said Mahmoud Metwaly, co-founder. “Small businesses deserve access to cutting-edge technology to compete in today’s digital economy.”