Cart'In

What Cart'In does

Cart'In is a cross-border e-commerce facilitation platform operated by Madagascar-registered MANOOVA SARL, headquartered in Anta/Antananarivo with a staff of 7. Founded in 2023, the company enables individual consumers in Madagascar — and increasingly across seven territories in Africa and DOM-TOM — to purchase products from Amazon.fr without holding an international credit card, an Amazon account, or arranging their own international shipping. The platform surfaces Amazon.fr's 500M+ product catalog through a multi-surface product comprising iOS and Android mobile apps, Chrome and Safari browser extensions, and a web portal at cart-in.io, all sharing a unified cart, account, and order-tracking system. Payment is accepted in Malagasy Ariary via Mobile Money (MVola, Orange Money, Airtel Money), Stripe-processed Visa/Mastercard, or cash at the Ankorondrano agency.

Cart'In monetizes through a bundled all-inclusive pricing model: customers pay the Amazon product price (converted at the Central Bank of Madagascar rate), an international shipping fee of 8€ per kilogram, a 5% service fee, plus customs duties and domestic delivery, all consolidated into one upfront price. Products are sourced directly from Amazon France under an official reseller partnership, and Cart'In handles international shipping, customs clearance, and last-mile delivery either to the customer's home or to one of at least five relay points across Madagascar. The business has scaled to 250,000+ customers and 800,000+ parcels delivered (cumulative since founding), with a 4.4/5 verified-review rating across 3,523 reviews on the Skeepers platform. A secondary customer segment is the Malagasy diaspora in Europe, who can use the platform to ship specific gifts to family in Madagascar. The company relies on a product-led growth motion with digital-first acquisition (app stores, browser stores, Facebook, word-of-mouth) supported by a Freshworks-powered customer support portal. No external funding rounds, acquisitions, or institutional investors are disclosed in the available data.

Name

Cart'In

Legal name

MANOOVA SARL

Website

https://cart-in.io

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Cart'In is a Madagascar-based cross-border e-commerce platform that lets consumers purchase Amazon.fr products, pay in Ariary via Mobile Money or card, and receive parcels domestically. Operated by MANOOVA SARL as an official Amazon reseller across 7 African and DOM-TOM territories.

Ownership category

akta.pro rank

Product category

Cross-Border E-Commerce Facilitation

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

International DTC & Brand.com (Global Shipping) (CRAFAJAB)

Keywords

• Cross-border e-commerce
• Amazon reseller service
• International parcel forwarding
• Customs clearance facilitation
• Mobile commerce platform

Headquarters

HQ city

Antananarivo

HQ country

Madagascar

Offices6 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. International Shipping Fees: Customers pay 8€ per kilogram for shipping from France to Madagascar, with weight rounded up to the next whole kilogram. This covers international transport costs.
2. Service Fee: A 5% service fee is applied to the total order value, covering platform operations, customer support, customs handling, and order management.
3. Product Sales Margin: Products are purchased at Amazon.fr prices and resold to customers at the displayed all-inclusive price, which includes the Amazon price converted to Ariary plus shipping and service fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Cart'In operates as an official Amazon reseller partner that enables consumers in Madagascar (and other African and DOM-TOM territories) to browse and purchase products from Amazon.fr's catalog of 500M+ items. The platform combines a mobile application (iOS/Android), browser extensions (Chrome/Safari), and a web portal, allowing customers to pay in local Malagasy Ariary via Mobile Money or card and receive parcels with all-inclusive pricing covering product, international shipping, customs, and last-mile delivery.

Product overview

Cart'In is a unified e-commerce facilitation platform composed of a mobile application (iOS/Android), a browser extension (Chrome/Safari), and a web portal (www.cart-in.io), all connected through a shared account and order management system. The platform enables users in Madagascar to browse and purchase from Amazon.fr, pay in local Ariary currency via Mobile Money (MVola, Orange Money, Airtel Money) or card, and receive orders delivered to their door or a relay point. The service handles international shipping, customs clearance, and delivery as a bundled all-inclusive service. A support portal (support.cart-in.io) provides customer service via a ticketing system and knowledge base. The core products are the mobile app, browser extension, and website, which all share the same cart, pricing, and tracking infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Cart'In Mobile Application

Quantifiable outcome

• 250,000+ customers served
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• AmazoncoreStrategic or Co-development PartnerCart'In operates as an official Amazon reseller partner in Africa and DOM-TOM territories. The partnership allows Cart'In to display Amazon.fr product catalog and process orders on behalf of customers in Madagascar. Products are sourced directly from Amazon France and are guaranteed 100% authentic. The official partnership status is authorized via a contractual agreement with Amazon.
• MANOOVA SARLcoreOthersMANOOVA SARL is the operating company that owns and operates the Cart'In platform. The company is registered in Madagascar and is responsible for all platform operations, logistics, customer service, and financial transactions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mall for Africa: Was the most directly comparable African cross-border e-commerce facilitator, enabling consumers across Africa to shop US/UK retailers. Cart'In is the operating analog for Madagascar/francophone Africa with Amazon partnership.
• Shipito: US-based package forwarding and assisted-purchase service providing international shipping, consolidation, and customs handling. Mirrors Cart'In's bundling of international logistics + customs + final-mile delivery.
• MyUS: Global package forwarding and assisted-purchase service for consumers wanting US retailer access abroad. Closely comparable cross-border facilitation and consolidation model.
• Borderlinx (Planet Express): Cross-border package forwarding and shopping service for consumers who want goods from US/UK retailers shipped internationally. Highly comparable consolidation and logistics model to Cart'In's Amazon.fr-to-Madagascar flow.

Broad incumbents

• Jumia: Pan-African e-commerce marketplace operating its own logistics network across multiple African countries. A broader incumbent that could extend into cross-border facilitation, competing with Cart'In's Amazon partnership.
• DHL eCommerce (International Forwarding): Global logistics provider offering cross-border package forwarding and customs services. Comparable on the international shipping/customs layer that Cart'In bundles into its all-inclusive price.
• ASOS (Global Shipping): Global fashion retailer that ships direct to many international markets including parts of Africa. Comparable end-customer outcome (international retailer access) even though Cart'In operates as a reseller/facilitator rather than the merchant.
• Konga: Nigeria-headquartered e-commerce platform with cross-border capabilities and local logistics. Comparable as a regional e-commerce operator that already handles customs and last-mile delivery in Africa.

Regional players

• Buyandship: Asia-based cross-border consolidation and forwarding service giving consumers access to overseas retailers. Comparable logistics-forwarding model even though primary geographies differ from Cart'In.

Emerging players

• Stackry: Cross-border personal-shopping and package-forwarding platform focused on US-to-international shipments, with assisted purchase and consolidation. Comparable in assisted-purchase functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cartinsupport
• LinkedInlinkedin.com/company/cart-in

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cart'In