The company, backed by US retailing behemoth Walmart and New York-based investment firm Tiger Global, said Ninja Global is an online marketplace that will create an international network of agricultural importers and exporters and help them conduct cross-border trade.
Ninjacart said the marketplace, which has been launched through a new app, is specifically curated for the UAE and other markets in the Middle East.
The startup will help businesses develop a digital identity by registering their companies on the platform and showcasing their products to potential customers and suppliers.
Ninja Global verifies and authenticates businesses on the marketplace, provides payment and quality assurance services, and trust badges to ensure credibility.
It also has an online bidding feature for companies to find the most affordable logistics services to transport their supplies.
Ninjacart said users will have a free lifetime subscription – currently used by more than 5,000 importers and exporters in more than 24 countries – on the app.
The company’s entry into the agriculture export business comes after Produze, started by Ninjacart’s founding team, raised $2.6 million led by Accel.
The company said on September 6 that it was setting up an advisory board comprising industry veterans and experts who would guide it in the fields of agriculture, supply chain design, public policy, finance and technology.
Walmart and homegrown e-tailer Flipkart invested $145 million in Ninjacart in December 2021. Following the investment, Ninjacart set aside $25 million in March to invest in promising agri-tech startups.