Egyptian e-commerce operations startup Fincart raised an oversubscribed USD 2.8 million seed round. The round saw participation from UAE-based Yango Group through its corporate venture arm, Yango Ventures. 

The investment will help the company expand beyond Egypt while strengthening its AI-powered platform for online merchants.

Why You Should Care

Running an e-commerce business in emerging markets often means juggling logistics providers, payment collection, and cash flow challenges across disconnected systems. Fincart is building infrastructure that brings those functions together. 

“Fincart is addressing this challenge by simplifying logistics, improving delivery performance, and giving merchants access to better operational and financial tools. This infrastructure allows businesses to spend less time managing fragmented processes and focus more on growth,” said Daniil Shuleyko, CEO of Yango Group.

Additionally, Yango’s investment reflects growing investor interest in startups developing operational tools for SMEs across MENA and Africa.

The Details

Founded in 2023 by Mostafa Masry and Nihal Ali, Fincart is an e-commerce operations platform. It began as a service connecting merchants with delivery providers before evolving into an AI-powered operating system for e-commerce businesses.

It gives merchants access to a broad connected delivery network through a single platform. Furthermore, its tools help merchants monitor delivery performance, automate cash reconciliation, and strengthen customer retention. Additionally, eligible merchants can also access short-term working capital based on their sales data.

Looking ahead, with the funding,  it aims to support product development, team growth, and new commercial partnerships. This comes as it prepares to expand into additional markets across MENA and Africa. 

Alongside capital, Yango Ventures will provide product, technology, and scaling expertise drawn from Yango Group’s experience across international markets. 

With their support, we’re not just expanding into new markets; we’re building the infrastructure to power the next growth phase of e-commerce SMBs in emerging markets,” said Mostafa Masry, co-founder and CEO of Fincart. 

The Ripple

The investment highlights continued demand for startups building the operational infrastructure behind e-commerce rather than consumer-facing marketplaces alone. As online retail expands across emerging markets, merchants increasingly need integrated platforms that simplify fulfillment, payments, financing, and customer engagement.

The deal also strengthens Yango Ventures’ growing presence in the regional startup ecosystem. Fincart follows the fund’s earlier investment in UAE-based embedded finance startup Comfi AI, signaling continued interest in companies helping SMEs scale through technology.

What to Watch

With fresh capital and strategic backing from Yango Ventures, Fincart is preparing for its next stage of growth. The company’s expansion into new MENA and African markets, alongside continued development of its AI-powered platform, will shape its ambitions to become a core operating platform for e-commerce merchants across emerging markets.

As demand grows for integrated solutions that simplify e-commerce operations, the company’s regional expansion will be a key milestone to watch.