eAswaaq Misr

What eAswaaq Misr does

eAswaaq Misr is an Egyptian digital company established in 2020 as a wholly-owned subsidiary of eFinance Investment Group, operating a multi-tenant specialized marketplace platform that spans B2B and B2C commerce, e-procurement, embedded digital lending, BNPL, logistics-as-a-service, and government digitization services. Its product portfolio is organized into vertical-specific platforms — Aswaaq Misr (flagship B2C and B2B e-commerce), Agri Misr (agriculture with satellite remote sensing), Konouz (certified artifact replicas), Ayady Misr (handicrafts), Tamweel Misr (digital lending), EgyMonuments and Experience Egypt (tourism under the Ministry of Tourism and Antiquities), Tahweesha (women's financial inclusion with the National Council for Women), and Smart Farmer App — alongside modular services including Loan Management Platform as a Service, BNPL, Crowdsourcing Delivery, and Bill of Lading Payment Automation.

The underlying technology is built on eFinance Investment Group's infrastructure and combines multi-tenant marketplace architecture with AI/ML-driven credit scoring, computer-vision-based satellite imagery analytics (NDVI, VARI, NDRE, LCI indices), recommendation engines, QR/barcode digital ticketing systems handling up to 60,000 visitors per day, and a field investigation mobile application for lender verification. Revenue is generated through a combination of marketplace commissions and vendor subscriptions, subscription SaaS fees from financial institutions using the Loan Management Platform as a Service, BNPL and transaction fees, and managed services revenue from government digitization contracts.

The company serves a diversified but Egypt-only customer base including SMEs, manufacturers, farmers, artisans, individual consumers, healthcare providers, microenterprises, and government ministries, distributing through bank and microfinance partnerships (Suez Canal Bank, United Bank, National Bank of Egypt, Tanmeyah), government relationships (Ministry of Tourism and Antiquities, MSMEDA, National Council for Women, Egyptian Central Bank, Industrial Modernization Center), and self-serve mobile and web applications. Strategic significance is anchored by national-scale government mandates and an emerging multi-bank embedded lending distribution layer, with 420.4% revenue growth and EGP 58.5M net profit reported in Q1 2023.

Name

eAswaaq Misr

Legal name

eAswaaq Misr

Website

https://easwaaqmisr.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

eAswaaq Misr is an Egyptian digital company and eFinance Investment Group subsidiary operating multi-vertical B2B/B2C marketplaces, embedded digital lending, BNPL, and government digitization services for SMEs, farmers, artisans, banks, and ministries across Egypt.

Ownership category

akta.pro rank

Product category

Digital Marketplaces and E-commerce

NAICS

Software Publishers (51321)

SIC

Services-Management Services (8741)

akta.pro primary industry

Technology, Software & IT Services (FSABACAJ)

akta.pro secondary industry

Public Sector & Government ERP (HDAEAEAG)

Keywords

• B2B e-commerce marketplace
• Digital lending platform
• Agricultural marketplace
• Tourism ticketing systems
• Embedded finance services

Headquarters

HQ city

Gîza

HQ country

Egypt

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace Commissions: Commission-based revenue from B2B and B2C marketplace transactions, vendor subscriptions for e-catalogs, and transaction fees from Aswaaq Misr, Agri Misr, and specialized vertical marketplaces.
2. Digital Lending Platform as a Service: SaaS fees from providing loan management platform to banks, finance companies, and NGOs, covering digital loan application, processing, disbursement, and repayment tracking.
3. Buy Now Pay Later (BNPL): Short-term financing revenue from BNPL services on Aswaaq Misr and Agri Misr platforms, generating income through installment financing fees.
4. Government Tourism Technology Services: Revenue from digitizing and operating ticketing systems for Ministry of Tourism and Antiquities, including online booking platforms and electronic gate systems.
5. Lending Programs Marketplace: Platform connecting borrowers with 7 categories and 28 loan programs from 2 banks, 2 NGOs, enabling Tamweel Misr access through website and mobile application.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels5 records

Core offering

eAswaaq Misr operates a portfolio of multi-tenant specialized marketplace platforms (B2B and B2C) across strategic Egyptian sectors including agriculture (Agri Misr), handicrafts (Ayady Misr), tourism (EgyMonuments), artifact replicas (Konouz), and general commerce (Aswaaq Misr), augmented by a digital lending platform (Tamweel Misr). The company delivers end-to-end digital services spanning eCommerce platform development and operation, digital lending and embedded finance, satellite remote sensing, logistics, and government-sector digitization projects for the Ministry of Tourism and Antiquities.

Product overview

eAswaaq Misr is a leading Egyptian digital services provider offering a multi-platform ecosystem of specialized marketplaces and digital solutions. The portfolio includes Aswaaq Misr (flagship B2C and B2B eCommerce marketplace), Agri Misr (agricultural platform), Konouz (tourism replicas), Ayady Misr (handicrafts marketplace), and Tamweel Misr (digital lending platform). Supporting these core platforms are specialized modules including Smart Farmer App (agricultural advisory), Sellers Management Platform, Logistics as a Service, Buy Now Pay Later, Loan Management Platform as a Service, and Lending Programs Marketplace. The company also delivers government digitization projects for the Ministry of Tourism and Antiquities including Egy Monuments ticketing portal, Experience Egypt travel app, and Cultural Affairs portal. All services are backed by satellite remote sensing technology and integrated payment solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Aswaaq Misr: Egypt's first national eCommerce platform and multi-tenant B2C marketplace connecting consumers and sellers with national reach.
• Aswaaq Misr B2B
• Agri Misr
• Konouz
• Ayady Misr
• Tamweel Misr
• Egy Monuments
• Experience Egypt
• Tahweesha
• Smart Farmer App

Products and services

• Aswaaq Misr (B2C) Egypt's first national B2C eCommerce platform connecting consumers and sellers nationwide, offering an extensive product range, user-friendly interface, reliable logistics, and personalized recommendations.
• Aswaaq Misr B2B The first multicategory B2B marketplace in Egypt, focused on boosting exports of Egyptian finished and semi-finished products, streamlining procurement for SMEs, manufacturers, and wholesalers through advanced match-making capabilities and RFQ management.
• Agri Misr First online end-to-end agricultural platform in Egypt connecting all stakeholders across input supply, financing, advisory, and crop sales to local and international markets.
• Konouz First e-commerce platform in Egypt and the Middle East devoted exclusively to officially certified replicas of Egyptian artifacts endorsed by the Egyptian Ministry of Tourism and Antiquities, with certificate of authenticity from the Supreme Council of Antiquities.
• Ayady Misr Egypt's sole end-to-end handicrafts specialized digital marketplace empowering artisans with packaging, warehousing, logistics, marketing, professional photography, training, and access to finance services.
• EgyMonuments Official portal of Egypt's Ministry of Tourism and Antiquities for booking tickets for museums and archaeological sites, providing seamless interactive booking tools integrated with digital gates at each site.
• Experience Egypt App Mobile travel companion application offering concierge services from airport to airport, including flight reservations, hotel bookings, transportation, event scheduling, financial services, and tourist site booking.
• Tamweel Misr State-of-the-art digital microlending platform facilitating financial inclusion for MSMEs with seamless loan application, borrower-lender matching, automated verification, multiple lender options, transparent comparisons, and machine learning-powered credit scoring and risk assessment.
• Loan Management Platform as a Service Comprehensive digital loan management solution including digital loan application, calculator, processing/underwriting, disbursement, repayment tracking, field investigation mobile application, and a digital acquisition platform offered as Platform-as-a-Service.
• Tahweesha Digital saving app supporting women in 10 governorates to open bank accounts, access personal savings and micro-loans, increase financial literacy, and integrate into the formal economy through digital savings groups.

Quantifiable outcome

• 420.4% revenue growth in Q1 2023 with EGP 58.5 million net profit
• +3 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability10 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core, flagship and secondary.

• eHealthcoreStrategic or Co-development Partner · 1 June 2026Tripartite partnership with eHealth and Tanmeyah to accelerate digital transformation in Egypt's healthcare sector. eAswaaq provides digital lending platform and field network; eHealth provides EYADA PLUS cloud-based management system for healthcare providers.
• Ministry of Tourism and AntiquitiesflagshipStrategic or Co-development Partner · 1 April 2025Government partnership to digitize Egypt's tourism sector through automating ticketing and entry systems at archaeological sites and museums. eAswaaq developed digital booking platforms, electronic gates, and cashless payment systems under Ministry direction.
• Industrial Modernization CentercoreStrategic or Co-development Partner · 1 September 2023Cooperation protocol to promote exports and bolster the industrial landscape by launching Egypt's first national B2B e-commerce platform for factories and companies. Aims to generate export opportunities and enhance local supply chain efficiency.
• MSMEDA (Micro, Small and Medium Enterprises Development Authority)coreStrategic or Co-development Partner · 1 June 2023Collaboration to launch Egypt's first integrated electronic platform for SMEs. eAswaaq manages, operates, and markets the platform providing digitized support services for entrepreneurs and business owners across various authorities.
• World Food Program (WFP)secondaryStrategic or Co-development Partner · 1 June 2023Collaboration with Ministry of Local Development and eAswaaq Misr to develop and promote Ayady Misr platform for handicrafts. Partnership includes training workshops for artisans and support for digital marketing.
• Engazaat (Injazat)secondaryTechnology or Integration · 1 May 2023Collaboration to integrate renewable energy services and products for farmers on Agri Misr platform. Farmers can access solar panels, pumps, and irrigation systems with 5-year installment payment options through the platform.
• National Council for WomencoreStrategic or Co-development Partner · 1 January 2023Partnership under women's financial inclusion initiative to develop Tahweesha digital savings app targeting 1.2 million women across Egypt. Project aims to form 60,000 savings groups and establish 3,000 financial facilitators in 3 years.
• Ready Parts (Ghabbour Auto)secondaryChannel Partner/ Reseller/ Distributor · 1 December 2022MoU to add Ready Parts' spare parts and car accessories to Aswaaq Misr platform for online distribution. Ghabbour Auto serves as strategic sponsor for auto accessories sector with coordinated activities to digitize sales.
• Schneider ElectricsecondaryStrategic or Co-development Partner · 1 November 2022MoU signed at COP27 to display and market Schneider Electric products on Aswaaq Misr platform, including establishing official online store. Partnership includes electronic financing programs and national financing initiatives for suppliers and customers.
• eFinance Investment GroupflagshipOthers · 1 January 2020eAswaaq Misr is a subsidiary of eFinance Investment Group (eFIG), leveraging its comprehensive technological infrastructure and network of strategic partnerships across Egypt to develop innovative digital solutions.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Etsy: Global marketplace for handmade and artisan goods, serving a comparable customer (artisan producers and craft consumers) to eAswaaq Misr's Ayady Misr handicrafts platform. A useful comp for the unit economics of a niche vertical marketplace for artisan goods, though Egypt-specific volume is limited.

Broad incumbents

• Jumia: Pan-African e-commerce marketplace and logistics platform with operations in Egypt. Comparable as a large-scale multi-vertical marketplace in Africa but operates at far greater scale and breadth, making it a broad incumbent against eAswaaq Misr's narrower Egyptian footprint.
• Noon: Middle East-headquartered e-commerce marketplace with significant operations in Egypt and Saudi Arabia. Comparable as a multi-category online retailer competing for the same Egyptian consumer wallet, but operates at much larger scale and with broader inventory.
• Amazon Egypt: Egyptian operations of global e-commerce leader Amazon, offering a multi-category marketplace, Prime, and increasingly embedded payments. Directly competes with Aswaaq Misr B2C for Egyptian consumer spend but with vastly larger catalog, logistics, and brand recognition.

Direct peers

• Tiqets: Online ticketing platform for museums and attractions globally, with mobile tickets, QR/barcode entry, and reseller APIs. Directly comparable to eAswaaq Misr's EgyMonuments tourism ticketing product in terms of functionality, scale of cultural-tourism sites, and B2C ticketing model.
• Careem: Middle East super-app offering ride-hailing, food, delivery, and digital payments, with deep Egyptian operations. Comparable to eAswaaq Misr's super-app ambitions (Aswaaq Misr + logistics + payments) but with significantly larger consumer base and engineering scale.
• MaxAB: Egyptian B2B e-commerce and distribution platform connecting manufacturers and wholesalers with retailers, including embedded financing. Directly comparable to eAswaaq Misr's B2B marketplace and Agri Misr B2B distribution offering in terms of customer base, business model, and Egypt market focus.
• MNT-Halan: Egyptian fintech operating a digital lending platform and embedded finance products for underserved SMEs and consumers. Closely comparable to Tamweel Misr's ML-based credit scoring, micro-lending focus, and Egypt market, with overlapping bank and microfinance partnerships.
• valU: Egyptian BNPL and consumer finance provider, a subsidiary of EFG Finance. Directly comparable to eAswaaq Misr's BNPL offering on Aswaaq Misr and Agri Misr, with similar target customer (Egyptian consumers and SMEs) and merchant integration model.
• Fawry: Egypt's leading digital payments and bill-collection platform with a nationwide merchant network and embedded financial services. Comparable as a foundational Egyptian fintech layer that eAswaaq Misr's BNPL, Tamweel Misr, and marketplace payment rails sit alongside and partially integrate with.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/easwaaq
• LinkedInlinkedin.com/company/e-aswaaq-misr

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 eAswaaq Misr