Case study · Carrtell · 2020 to 2024
Every carrier in one place.
Carrtell was a B2B logistics SaaS that connected e-commerce sellers with the carriers that deliver their parcels. As COO and product manager, I owned product, operations and key partnerships, from Istanbul and later Dubai, until Navlungo (opens in a new tab) acquired it.
At a glance
- Role
- Co-founder, COO and product manager
- Years
- June 2020 to October 2024
- Based in
- Istanbul and Dubai
- Markets
- Türkiye and the UAE
- Product
- Two B2B SaaS platforms and a mobile app
- Customers
- E-commerce sellers, plus enterprise customers including Aramex and Amazon
- Outcome
- Acquired by Navlungo (opens in a new tab)
Carrtell highlights
Carrtell's results, 2020 to 2024
- 500+E-commerce sellers
- 10+Carrier partners
- 2Markets: Türkiye, UAE
- $500KRaised by Carrtell
- $8MCarrtell valuation
01 · The challenge
Shipping was the messy part.
For e-commerce sellers, shipping meant juggling several carriers, tracking orders by hand and dealing with late deliveries, with no clear view of operations. Four problems kept coming up:
01
Too many carriers
Fragmented carrier management.
02
Tracking by hand
Manual order tracking.
03
Late deliveries
Parcels that arrived late.
04
No overview
No clear view of operations.
02 · My role
Product, operations and partnerships.
Three things were mine: product, operations and key partnerships. I also supported the fundraising.
Product
I turned customer problems into requirements, prioritised the roadmap and tested releases.
Operations
I kept customers, operations and developers aligned, so issues got solved and delivery stayed on track.
Partnerships
I owned the key partnerships, and later led the region from Dubai.
Funding
I supported fundraising, investor reporting and grant applications.
03 · The approach
Fixing the journey, one step at a time.
I mapped the whole customer journey end to end, then worked through it with operations and development, fix by fix.
The customer journey we mapped
- Onboarding
- First order
- Carrier selection
- Pickup
- Tracking
- Delivery
- Issue resolution
- Support
Fix by fix
Found the friction points and data-quality gaps along the way.
Prioritised the fixes together with operations and development.
Built feedback loops between users, operations and product, so improvements were tracked instead of forgotten.
Turned pain points into product priorities, workflows, onboarding material and service-level processes.
04 · What we built
Built to solve all four.
Two B2B SaaS platforms and a mobile app that connected e-commerce sellers with logistics providers, so sellers could manage their carriers in one place.
From order to door
- Built around the four problems: carrier management, order tracking, late deliveries and a clear view of operations.
- Releases tested before they went out.
- Onboarding material and service-level processes to go with it.
05 · Growth and traction
From first sellers to enterprise.
Carrtell grew to 500+ e-commerce sellers and 10+ carrier partners, with enterprise customers including Aramex and Amazon.
- 500+E-commerce sellers
- 10+Carrier partners
- $500KInvestment secured
- Onboarding material and service-level processes, built from real customer pain points.
- I supported the fundraising, investor reporting and grant applications that secured $500K in investment.
06 · Expansion
From Istanbul to Dubai.
In 2023 Carrtell expanded into the MENA region from Dubai, through a joint venture with Seed Group: Carrtell Unified Delivery Platforms LLC.
- I was product manager and regional lead, from May 2023 to October 2024.
- I researched UAE logistics and e-commerce companies.
- I met regional shipping companies to assess partnership fit.
- I turned market feedback into localisation and go-to-market actions.
07 · The outcome
And then, an acquisition.
From zero capital to an $8M valuation, Carrtell grew into a company worth buying. Navlungo (opens in a new tab) acquired it, and my chapter ended in October 2024.
Carrtell's results
- Carrtell valuation
- $8M
- Acquired by
- Navlungo (opens in a new tab)
- April 2022: Navlungo became a shareholder in Carrtell.
- 2023: Carrtell reached an $8M valuation.
08 · Timeline
The route, stop by stop.
The main moments, with news sources where there are any.
June 2020
I co-found Carrtell and start as COO and product manager.
2023
Carrtell reaches an $8M valuation.
May 2023
I start leading the MENA expansion from Dubai, as product manager and regional lead.
November 2023
Seed Group announces Carrtell joining it, to build a MENA presence with a hub in Dubai.
Source: Seed Group (opens in a new tab)October 2024
My chapter ends, with Carrtell acquired by Navlungo.
Want the longer story?
Happy to talk about Carrtell, B2B SaaS, product or growth.