Duaya has acquired Egyptian pharmacy SaaS provider EXMGO in a deal reported at a six-figure sum, folding the startup’s white-label e-commerce and site-building tools into a relaunched product called Duaya Go.
The move extends Duaya’s push to digitise pharmacy sales and bring more retail pharmacies online with integrated inventory, payment, and customer-communication capabilities.
Founded in 2021 by Dr. Ahmed Fazara, Duaya has already built a substantial B2B presence, working with over 500 medical suppliers and more than 12,000 clients across pharmacies, clinics, hospitals, and labs.
The company reports growth of over 200 percent in a short period and has set a target of serving 25,000 clients by year-end, with plans to enter GCC markets in 2026.
EXMGO’s CEO Islam Nasr will now operate under Duaya’s umbrella as the EXMGO tooling becomes Duaya Go, with upgraded functionality aimed at accelerating pharmacies’ transition to online sales.
EXMGO brings specialized capabilities that let pharmacies create branded apps and websites, manage online orders, track inventory, accept payments, and communicate directly with customers.
Duaya is repositioning those features as part of a broader suite that already includes a software development unit, AI tools, and a medical-supply marketplace.
The acquisition is framed internally as a logical next step to move from a B2B distribution platform toward a platform that supports direct-to-consumer commerce for medical retailers.
From a market perspective, this transaction reflects a broader consolidation trend in MENA healthcare tech where platform plays are adding commerce and customer-facing layers to B2B offerings.
For pharmacies, bundled software plus marketplace services can reduce friction around online ordering and payments, and provide data that could be monetised through services like demand forecasting, inventory financing, and targeted promotions.
Execution, however, will require attention to operational detail. Pharmacy e-commerce must contend with strict regulatory requirements around prescription medicines, patient data privacy, and local licensing regimes—issues that vary across the Middle East and North Africa.
Logistics and last-mile fulfilment are also complex in this sector because of temperature-sensitive products and the need for reliable deliveries.
Duaya’s success outside Egypt will depend on how quickly it can integrate EXMGO’s tools with compliant payment flows, secure supply chains, and the regulatory frameworks of targeted GCC markets.
If Duaya can marry EXMGO’s front-end commerce capabilities with its existing supplier network and software engineering capacity, it can offer a compelling, end-to-end proposition for pharmacies.
That said, the path to regional scale will require further capital, deep local partnerships, and disciplined product localisation.
For now, the deal strengthens Duaya’s position in Egypt and gives it a clearer product to pitch to the thousands of independent pharmacies that remain offline across the region.
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