Despite the burgeoning growth of smartphone and internet penetration, e-commerce usage remains low among the middle and lower middle-income segments that constitute the majority of the country's 220 million people and primarily serving higher income segments. This is the reason that the current e-commerce landscape in the country is skewed towards large ticket electronics, fashion and the convenience value proposition provided by quick commerce.

With DealCart, the idea is to unlock value for the majority of the country that values affordability above all else. By allowing users to buy in groups and sharing deals on WhatsApp and other social media platforms, DealCart will empower customers and give them the ability to place larger orders versus buying alone. This will unlock lower prices and provide an engaging new way to shop.

Founders Ammar Naveed and Haider Raza understood the need for their product.They gained the experience of scaling operations and turning the business profitable on a regional level at Careem, the ride-hailing giant where Ammar Naveed was the Senior Director overseeing the ride hailing operations across the company’s footprint and at Swvl, where Haider Raza launched and scaled the Pakistan market. They have a shared passion for social commerce and a drive to make an impact in the region at scale.