Henkel Egypt announced the signing of a cooperation agreement with Cartona to be the first detergent company on their application. Through this cooperation, Henkel will achieve an improved facilitated product reach to retailers and wholesalers.

This partnership shows Henkel’s commitment to digital transformation, supporting cashless transactions, staying agile to trends that are reshaping the dynamics of the markets as well as the consumer purchasing behaviors, especially after the pandemic.

“Henkel holds leading positions with innovations, brands and technology regionally and globally, this partnership confirms Henkel’s vision and commitment towards reinforcing and integrating digitalization in its business, which is aligned with the objectives of Egypt’s vision 2030,” Ahmed Fahmy, VP Africa & Marketing MEA & President Henkel Egypt, stated.

This enables Henkel to facilitate the reach of products to retailers and wholesalers in an open, participative digital infrastructure, which is of course faster and more efficient. The application will also enable Henkel to better observe and accurately monitor the market situation and purchasing behaviors of consumers.

“We are proud to partner with Henkel Egypt, the leading company in the field of detergents. We seek to better meet the expectations and needs of the trading parties by being Henkel Egypt’s digital partner through building a strong network of retailers digitally connected to major manufacturers. Cartona will enable Henkel Egypt to access and utilize precise data and analysis to set and develop business growth plans more efficiently,” Mahmoud Talaat, CEO and Co-Founder of Cartona, said.

Wholesale and retail trade is one of the leading sectors of the Egyptian economy which has witnessed huge growth and developments in recent years as demand grew increasing the profitability of the sector. These sectors account for 85% of the detergent sector in Egypt. Henkel’s efforts in this field hopes to improve performance and develop strategic plans to convert traditional transactions into digital ones according to their statement.

“Our partnership with Cartona confirms Henkel’s long-standing commitment to adapt to the changing needs and trends of the market and to expedite digital transformation by collaborating with new partners and players in this field. Internally, Henkel is providing a comprehensive set of training programs to our employees covering all aspects of digitalization, which reflects Henkel’s commitment towards digital transformation in dealing with our customers, consumers, partners and suppliers”, Fahmy added.