The round was spearheaded by a follow-on from Flat6Labs and MTF VC, with additional backing from Hub71, JIMCO (Abdul Latif Jameel’s VC arm), Purity Tech, and several angel investors.

In April 2025, Wuilt introduced a major strategy shift: it made its core website-and‑store builder entirely free for all users in Egypt.

The company removed all subscription charges—even at the cost of sacrificing significant annual recurring revenue—to rapidly onboard merchants.

As a result, over 20,000 sellers joined the platform within a few months.

Founded in 2019 by Ahmed Rostom and Mahmoud Metwaly, Wuilt initially offered a subscription-based SaaS model.

After the pivot, it shifted to monetizing through additional services like Wuilt Shipments, Wuilt Pay, and Wuilt Wallet—moving away from charging for basic access.

Ahmed Rostom, Wuilt’s CEO, said the change wasn’t just about growing the company—but about enabling growth for others:

“E‑commerce in our region has always been gated by cost, complexity, and outdated thinking. We’ve removed those gates completely.” 

With fresh capital in hand, Wuilt plans to introduce its free platform in the UAE in the fourth quarter of 2025.

Expansion into other GCC countries and Turkey is slated for early 2026. The company is also developing AI-powered tools to help merchants manage and scale their operations.

Egypt’s digital economy is among the fastest-growing in the MENA region. In 2025, roughly 81.9% of the population—nearly 96 million people—were internet users, and online commerce reached about USD 10.24 billion in market size, growing at a projected CAGR of 13.5% through 2030.

Mobile devices accounted for over 72% of e‑commerce value in 2024. 

Meanwhile, digital wallets and instant-payment systems like Egypt’s InstaPay drove broader e‑commerce adoption among both consumers and small businesses, easing financial inclusion and reducing payment friction.

Investor interest in Egypt’s startup ecosystem has surged in recent years. Flat6Labs—Wuilt’s long-time backer—is one of the region’s most active seed-stage investors and runs accelerator programs across MENA.

To date, Flat6Labs and its network have supported thousands of startups and helped the sector generate significant employment and follow-on financing.

As of early 2025, Egyptian startups in sectors ranging from fintech to logistics were raising large rounds and attracting international investors, signaling growing maturity and ecosystem depth.