Cairo-based B2B e-commerce startup, Capiter, has raised $33 million in a just-concluded Series A round.

The investment round was co-led by Quona Capital and MSA Capital. Savola, Shorooq Partners, Foundation Ventures, Accion Venture Lab and Derayah Ventures were the other participating investors in this round.

The startup was launched in July 2020 by Mohmud Nouh and Ahmed Nouh. The platform was established to solve problems around reach and insights for suppliers and manufacturers.

Many manufacturers in Egypt lack the right infrastructure of the supply chain in place to reach merchants. And according to Nouh, manufacturers can only reach 30% of merchants in the market, but with Capiter, that number goes up between 80% to 100%.

Also, due to the ever-present traditional trade channels, there is usually no transparency over data or market insights. However, using machine learning, Capiter is positioned to helps these manufacturers gain critical insights into the markets they are positioned to serve, the products they sell and how they fair with the competition.

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For merchants, Capiter attends to three problems. The first is the inconvenience merchants have to deal with engaging several suppliers to find the right product. The second is transparency, which involves some back and forth between merchants and manufacturers on pricing. The third is that merchants often have little or no access to working capital to get the right product and the right time.

With Capiter, merchants can order products from FMCGs and wholesalers while the company delivers them. Capiter also provides fair pricing and matching techniques that showcases a wide range of inventory for merchants.

“We’re able to get the data from the products they buy. So we offer them the best solution on what they should sell, at what time and peak seasons, including when are the offerings happening. All of these are customized solutions that we offer,” said Mahmoud Nouh to TechCrunch.