Lahore-based B2B social commerce platform, Zarya, has raised $1.7 million in a pre-seed round. The pre-seed round was led by Raed Ventures including Fatima Gobi Ventures, Class 5 Global, and Global Founders Capital. The seed round was also joined by Taager, an Egyptian social commerce startup that raised $6.4 million earlier this year.
Zarya aims to remove friction small-scale sellers encounter when sourcing products, arranging deliveries and collecting payments. Sellers can then focus on sales instead of handling logistics. Social selling is an idea developed by Meesho, an Indian company, and has been adopted by startups from emerging markets, including Brimore and Taager.