The MENA Startups Rethinking Online Marketplaces in the Region

Across the MENA region, startups are digitising markets that long relied on personal relationships, word of mouth and analogue processes. Corner shops that once sourced inventory from familiar wholesalers can now do so through B2B platforms. Used-car buyers no longer have to depend solely on brokers and instinct. Freelancers can connect directly with employers, while the resale of everything from smartphones to designer bags is increasingly moving onto platforms built around transparency and trust.

Here are 12 startups reshaping online marketplaces across MENA, spanning Egypt's retail supply chains, Saudi Arabia's B2B ecosystem, Dubai's cross-border trade corridors, and the region's growing demand for resale, refurbished goods and freelance talent.

Cartona

Transforming Egypt's Corner Shops Economy This Egypt-based B2B e-commerce platform serves as a digital marketplace for small retailers, FMCG companies, wholesalers, cafés, restaurants and other trade players. In 2024, Cartona raised $8.1 million Series A extension, which combined both equity and debt, with lead investors being Algebra Ventures, together with existing investors including Silicon Badia and SANAD Fund for MSME. Cartona is digitising the supply chains of the corner shops, grocery stores and everyday merchants that keep neighbourhoods running.

Sylndr

Bringing Trust to Egypt's Used-Car Market Few purchases require more patience than buying a used car. In Egypt, the market has long been shaped by brokers, fragmented listings, opaque pricing and the fear that a seemingly good deal might reveal hidden problems. Sylndr attempts to bring more transparency into the industry by creating an inspection- and financing-oriented digital used-car marketplace. Customers can buy, sell, trade-in and finance used cars on this platform, positioning itself as an alternative to Egypt's traditionally fragmented automotive market.

In 2025, Sylndr raised $15.7 million Series A to scale its used car marketplace, financing and services platform. What is unique about Sylndr is that it does not stop at the point of listing the cars. Instead, it aims to digitise the most difficult parts of the buying and selling process.

Revibe

Making Refurbished Electronics More Trustworthy Revibe is building a digital marketplace for refurbished electronics with the aim of bringing greater trust to the sector. Founded in 2022, this UAE-based company specialises in refurbished devices and operates in markets such as Saudi Arabia, UAE, Kuwait and South Africa.

In 2025, Revibe raised $17 million funding round led by Partech, e& Capital, Burda Principal Investments and EQNX. Revibe sits at the intersection of affordability and sustainability, offering consumers a more affordable way into premium devices.

Suplyd

Rebuilding Restaurant Procurement Online Behind every restaurant lies a less glamorous reality: procurement, supplier management, delivery tracking and making sure essential items do not run out before closing time. Suplyd is attempting to tackle this side of the food industry. This Egypt-based digital procurement platform connects restaurants, hotels and cafés with suppliers, digitising the HORECA supply chain and allowing businesses to source supplies directly through the platform.

In 2025, Suplyd raised $2 million pre-Series A funding round led by 4DX Ventures, Camel Ventures and Plus VC, with additional participation from Seedstars and existing investors.

Sary / Silq

Connecting the Gulf to Emerging Asia Saudi Arabian Sary has been one of the most prominent B2B marketplace players in the region, built around helping small businesses and retailers access wholesale inventory through digital means.

In 2025, Sary merged with Bangladeshi ShopUp to create SILQ Group, raising $110 million in funding.

Retailo

Digital Supply Chain for Small Retailers Another key player in the region's B2B commerce transformation, Retailo serves small and medium-sized retailers, including kiryana and baqala stores, across the MENAP region.

Tradeling

Turning Dubai's Trade DNA Into a Digital Marketplace This UAE-based B2B marketplace connects business buyers and suppliers in a variety of categories, combining marketplace services, logistics, financial services and technology solutions. According to AWS, Tradeling has managed to attract over 200,000 registered business customers within three years of launching its marketplace on AWS, processing millions of daily requests.

Tradeling is part procurement platform, part wholesale marketplace, part business growth infrastructure. In many ways, Tradeling reflects the next phase of B2B e-commerce in the region.

Salla

Helping Saudi Merchants Build Their Online Stores Salla is an e-commerce enablement platform that helps Saudi merchants digitise their businesses. The company claims that it powers over 68,000 active stores and supported $42 billion worth of sales.

In 2024, Investcorp led $130 million pre-IPO investment round in Salla, joining Sanabil Investment and STV.

Zid

Commerce Infrastructure for Saudi Online Retail Zid occupies a similar, yet slightly different position in this space, helping Saudi retailers bring their operations online. It has created an entire suite of tools around online stores, payments, logistics, POS and merchant services, positioning itself as a broader commerce infrastructure platform.

According to reports, by the end of 2024, Zid's merchant base grew by over 30%, reaching 12,000 active users, while the number of SKUs on the platform surpassed 4 million.

The Luxury Closet

Bringing Luxury Resale to the Region The Luxury Closet helped popularise conversations around resale, authentication and circular fashion in the Gulf. Launched in Dubai, this platform is one of the most recognisable online luxury resale marketplaces in the GCC, allowing users to buy and sell pre-owned designer fashion, bags, watches and accessories.

In 2021, it raised $14 million equity funding, led by GMP Investments, together with regional and international investors.

Floward

Turning Gifting Into a Regional Marketplace Founded in Kuwait, this online flowers and gifting platform sells fresh-cut flowers, gifts and provides same-day delivery across multiple markets.

In 2023, Floward raised $156 million Series C funding to scale its gifting verticals. Earlier, it raised $27.5 million Series B funding round led by STV with participation from Impact46.

Ureed

Regional Marketplace for Freelance Talent Ureed is a Dubai-born freelance marketplace that connects employers with vetted freelance talents in a variety of professional fields. The platform is tailored to the MENA region and provides employers with tools to post jobs, hire freelancers through AI, secure payments and work with vetted talent. Ureed expanded its footprint through the acquisition of Nabbesh, one of the region's oldest freelance marketplaces, integrating its network of freelancers and contracts into the platform.