Fintech Platform SIDEUP Launches Marhba Marketplace for Local Brands

A new online marketplace, Marhba, has been launched in Cairo by Egypt-founded e-commerce and logistics platform SIDEUP, positioning itself as a dedicated destination for trusted Egyptian-made brands. The platform will begin operations in Egypt, with plans to expand into additional markets at a later stage.

Marhba is designed as a curated marketplace that brings together local manufacturers and entrepreneurs in one digital shopping environment. According to SIDEUP, the platform aims to provide Egyptian brands with a modern sales channel that connects them to broader consumer segments, while offering shoppers a streamlined experience centred on locally produced goods.

The marketplace is supported by SIDEUP’s existing infrastructure across shipping, electronic payments, order management, warehousing, fulfilment and cash-on-delivery services. The company said this integrated setup allows sellers to manage operations more efficiently while ensuring reliable delivery and payment options for customers.

Product categories on Marhba include fashion, accessories, clothing, home products and other consumer goods, with an emphasis on brands that reflect Egyptian identity through contemporary design and quality. The platform is positioned as both a retail channel and a brand-building tool for local producers seeking to scale domestically and regionally.

Founded in 2019, SIDEUP provides end-to-end e-commerce solutions and aggregates more than 20 shipping partners, including Aramex, J&T, DHL, iMile and SPL. The company expanded into Saudi Arabia in 2022 and has raised $1.2 million over the past two years from investors including 500 Startups, Launch Africa VC, Alex Angels and RAI Angels.