B.TECH
B.TECH is Egypt's leading omnichannel retailer of consumer electronics and home appliances, founded in 1997 and serving individual consumers across Cairo and beyond via physical stores, btech.com e-commerce, and Shariah-compliant BNPL financing through its fintech spin-off Mylo, with a new B.TECH Business platform extending into enterprise and institutional customers.
- Company typePrivate
- Founded1997
- HeadquartersCairo, Egypt
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What B.TECH does
B.TECH is Egypt's leading omnichannel retailer of consumer electronics and home appliances, founded in 1997 and headquartered in Cairo. The company sells a wide assortment of products across more than six categories — electronics, large home appliances (refrigerators, washing machines, air conditioners, cookers), small home appliances, mobiles and tablets, laptops and PCs, and TVs and projectors — carrying international brands including Samsung, LG, Apple, Beko, Ariston, Bosch, Haier, Xiaomi, HP, and Lenovo. Distribution combines a network of physical retail stores across Egypt with a full e-commerce platform (btech.com) supported by Android, iOS, and Huawei AppGallery mobile apps, delivering to cities including Cairo and Alexandria.
The company generates revenue primarily through hardware sales at fixed retail prices in Egyptian Pounds, augmented by an embedded consumer finance layer via its fintech spin-off Mylo, which provides Shariah-compliant buy-now-pay-later installment plans starting from approximately 37 EGP/month. Mylo holds its own Financial Regulatory Authority (FRA) fintech license and secured approval in March 2025 for fully digital onboarding, enabling instant credit access without wet signatures or in-person KYC. Mylo has executed two securitization bond issuances (~$37.3 million most recently in January 2026) and operates an expanding independent merchant network.
B.TECH's go-to-market spans three motions: a direct-to-consumer retail motion (physical stores plus btech.com e-commerce), a B2C consumer finance motion through Mylo, and — following the March 2026 launch of 'B.TECH Business' — an enterprise field sales motion targeting corporate and institutional clients across healthcare, real estate, industry, hospitality, construction, banking, education, and retail. Saudi Public Investment Fund (PIF), via its subsidiary Saudi Egyptian Investment Company (SEIC), holds a 33.4% stake acquired for $150 million in October 2022. Leadership comprises Chairman & CEO Mahmoud Khattab and Chief Commercial Officer Sabry Zayed. The company has 5,001-10,000 employees and operates exclusively within Egypt.
B.TECH firmographics
Firmographics- Name
- B.TECH
- Legal name
- B.TECH
- Website
- https://btech.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- B.TECH is Egypt's leading omnichannel retailer of consumer electronics and home appliances, founded in 1997 and serving individual consumers across Cairo and beyond via physical stores, btech.com e-commerce, and Shariah-compliant BNPL financing through its fintech spin-off Mylo, with a new B.TECH Business platform extending into enterprise and institutional customers.
- Ownership category
- akta.pro rank
B.TECH industry classification
Industry- Product category
- Consumer Electronics & Home Appliances Retail
- NAICS
- Electronics and Appliance Retailers (44921)
- SIC
- Retail-Radio, Tv & Consumer Electronics Stores (5731), Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Big-Box Electronics + Wearables & Personal Tech Retail (CRACAAAJ)
- akta.pro secondary industries
- Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG), B2B Marketplaces & Wholesale Platforms (BPAMAGAD), B2B BNPL (Invoice Split/Net Terms for SMB Procurement) (FSAKACAJ)
Keywords
Where B.TECH is headquartered
LocationHeadquarters
- HQ city
- Cairo
- HQ country
- Egypt
- HQ region
- Africa
Offices1 record
Markets served
B.TECH business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Consumer Electronics & Home Appliances Retail: B.TECH generates revenue primarily through the sale of consumer electronics (smartphones, laptops, TVs, audio), large home appliances (refrigerators, washing machines, air conditioners, cookers), and small home appliances (kettles, blenders, fans, water heaters). Products are sold at fixed retail prices in Egyptian Pounds, with many items available with Mylo installment financing.
- Mylo Consumer Finance (Fintech): Mylo, the fintech spin-off from B.TECH, generates revenue from Shariah-compliant consumer finance offerings, BNPL plans, and related financial services. It has completed securitization bond issuances (~$37.3 million) to fund expansion and grow its user base and merchant partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Standard retail pricing with Mylo installment options |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
B.TECH product offering
Product offeringCore offering
B.TECH is an Egyptian omnichannel retailer that sells consumer electronics (smartphones, laptops, TVs, audio) and home appliances (refrigerators, washing machines, air conditioners, cookers, small appliances) through its own physical stores and e-commerce platform btech.com. Purchases can be financed via its in-house fintech subsidiary Mylo, which provides Shariah-compliant BNPL installment plans with fully digital onboarding. Through the B.TECH Business platform launched in 2026, it also serves corporate and institutional clients with bundled device and technology procurement.
Product overview
B.TECH is an Egyptian omnichannel retailer of consumer electronics and home appliances operating both online through its e-commerce platform and through physical retail stores. The company offers installment payment options via its fintech subsidiary Mylo, and serves both individual consumers and corporate clients through its B.TECH Business platform. Product categories include electronics, large home appliances, mobiles and tablets, small home appliances, laptops and PCs, and TVs and projectors, featuring international brands such as Samsung, Apple, Xiaomi, LG, and Beko.
Differentiator
Problem solved
Functional benefit
Brands
- B.TECH Business: A specialized platform targeting corporate and institutional clients with a one-stop-shop model integrating devices, equipment, and technology solutions
- Mylo
- Tech Care
Products and services
- B.TECH Online Store (btech.com) E-commerce storefront for individual Egyptian consumers to purchase consumer electronics and home appliances online, with delivery to cities including Cairo and Alexandria, online-exclusive deals, and Mylo installment financing at checkout.
- Physical Retail Stores Brick-and-mortar retail stores across Egypt offering the full B.TECH consumer electronics and home appliances catalog with in-store Mylo installment financing and free installation on select items.
- B.TECH Business B2B enterprise platform serving corporate and institutional clients across healthcare, real estate, industry, hospitality, construction, banking, education, and retail, providing bundled procurement of devices, equipment, and technology solutions to reduce operational complexity for organizations.
- Mylo Consumer Finance (BNPL) Shariah-compliant buy-now-pay-later installment financing embedded into B.TECH's online and in-store checkout, with fully digital onboarding and its own merchant partnerships, serving Egyptian consumers seeking monthly installment plans starting from ~37 EGP/month.
- Tech Care (Warranty and Service) After-sales warranty and service offering for electronics and appliances bought through B.TECH, complementing the core retail business.
Quantifiable outcome
- Egypt's B2C ecommerce market projected at $14.53 billion by 2029; B.TECH identified as a key omnichannel player alongside Amazon, Noon, Carrefour Egypt, and Jumia.
Companies that use B.TECH
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
B.TECH technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
B.TECH partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MylocoreMylo is a fintech company that emerged from B.TECH, providing Shariah-compliant consumer finance and BNPL installment services integrated into B.TECH's retail ecosystem. Mylo has its own fintech license from Egypt's Financial Regulatory Authority and is expanding independently with its own merchant partnerships and technology infrastructure.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
B.TECH competitors and assessment
Company assessmentDirect peers
- 2B: 2B is a leading Egyptian omnichannel retailer of consumer electronics, home appliances, and mobile devices — directly comparable to B.TECH in product categories, target customers, and Egyptian market focus.
Broad incumbents
- Carrefour Egypt: Carrefour Egypt is a major hypermarket/grocery retailer that also carries consumer electronics and home appliances through an omnichannel model. It overlaps with B.TECH on electronics and appliances but operates as part of a much wider general-merchandise portfolio.
- Amazon Egypt: Amazon Egypt is a leading online marketplace offering consumer electronics, home appliances, and related categories; it competes with B.TECH on e-commerce pricing, assortment depth, and delivery convenience but does not operate Egyptian retail stores.
- Noon: Noon is a major MENA e-commerce platform with a strong Egypt presence selling electronics, appliances, and mobiles. It competes with B.TECH's online channel on price, selection, and logistics but does not specialize in big-box electronics retail.
- Jumia Egypt: Jumia is a leading Africa-focused e-commerce marketplace operating in Egypt across consumer electronics, appliances, and general merchandise, directly competing with B.TECH's online channel for Egyptian consumer wallet share.
- Lulu Hypermarket Egypt: Lulu Hypermarket operates large-format retail stores in Egypt carrying consumer electronics and home appliances alongside groceries. It is comparable to B.TECH in omnichannel footprint and appliance/electronics categories but is a much broader general retailer.
Regional players
- Sharaf DG: Sharaf DG is a UAE-headquartered omnichannel consumer electronics and home appliances retailer with GCC operations. It is a regional peer in business model and category focus but does not currently compete directly inside Egypt.
- Emax: Emax is a large consumer electronics and home appliances retailer operating across the Middle East. It is comparable to B.TECH in assortment and category focus but its footprint is GCC-focused rather than Egypt-focused.
Others
- Talabat: Talabat is the leading on-demand delivery platform in Egypt and adjacent to B.TECH's last-mile delivery and quick-commerce positioning. It is not a direct electronics competitor but shapes delivery expectations and competitive dynamics in Egypt's retail ecosystem.
Emerging players
- Homzmart: Homzmart is an Egyptian and MENA-focused home furnishings and appliances e-commerce marketplace. It overlaps with B.TECH on home appliances and online purchase journeys for Egyptian consumers but is narrower in electronics and more marketplace-driven in model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
B.TECH social profiles
Digital presenceB.TECH financial estimates
Financial estimateRevenue estimate
Valuation estimate
B.TECH leadership team
Management profileNumber of profiles
Profiles2 records
B.TECH subsidiaries and ownership
Company hierarchySubsidiaries1 record
B.TECH funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
B.TECH M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about B.TECH
What does B.TECH do?
B.TECH is an Egyptian omnichannel retailer that sells consumer electronics (smartphones, laptops, TVs, audio) and home appliances (refrigerators, washing machines, air conditioners, cookers, small appliances) through its own physical stores and e-commerce platform btech.com. Purchases can be financed via its in-house fintech subsidiary Mylo, which provides Shariah-compliant BNPL installment plans with fully digital onboarding. Through the B.TECH Business platform launched in 2026, it also serves corporate and institutional clients with bundled device and technology procurement.
Is B.TECH a public or private company?
B.TECH is a private company. It is classified as private equity controlled and is currently operating.
When was B.TECH founded?
B.TECH was founded in 1997. It employs 5,001 to 10,000 people.
Where is B.TECH based?
B.TECH is headquartered in Cairo, Egypt, in the Africa region.
How does B.TECH make money?
Two revenue lines are on record. Consumer Electronics & Home Appliances Retail is the primary driver. The others are mylo Consumer Finance (Fintech).
Who are B.TECH's main competitors?
2B is listed as a direct peer. Broad incumbents are Carrefour Egypt, Amazon Egypt, Noon, Jumia Egypt and Lulu Hypermarket Egypt. Regional players are Sharaf DG and Emax. Talabat is listed as an others. Homzmart is listed as an emerging player.
Does B.TECH have an API?
No public API is recorded for B.TECH.
What industry is B.TECH in?
B.TECH's product category is Consumer Electronics & Home Appliances Retail. Its primary akta.pro industry code is CRACAAAJ, Big-Box Electronics + Wearables & Personal Tech Retail, with a secondary code of BPAMAFAG, Buy Now, Pay Later (BNPL) Platforms. Its NAICS code is 44921 and its SIC code is 5731.