Why the name
There's a reason CART sits inside CARTaja.
They built an empire moving carts of cargo across the sea. You'll build yours moving carts of products across WhatsApp.
You sell on WhatsApp. We do the empire-building.
CARTaja is named after the greatest merchant empire the world has ever known — and built by a team that has been turning R&D into products millions of people use for two decades. This is where those two stories meet.
Read onAround 814 BC, a few Phoenician traders rolled up from Tyre, in modern-day Lebanon, to a harbour in modern-day Tunisia and called their new settlement Qart-ḥadašt — literally, “New City.”
That New City became the most powerful merchant empire on earth. Their accountants invented banking. Their fleets ran the Mediterranean. Their elephants gave Rome nightmares. History would come to know it by another name: Carthage.
They built an empire moving carts of cargo across the sea. You'll build yours moving carts of products across WhatsApp.
You sell on WhatsApp. We do the empire-building.
It started inside ntelio — an applied-AI venture studio founded in 2023, the moment large language models were finally good enough to build the products its founding team had spent two decades imagining.
ntelio builds vertical AI products end to end — ideation, design, brand, engineering and operations — each one running on a single platform, already tested across millions of users. The studio works to one simple rhythm:
For years, the team had been doing customer-facing digital transformation, e-business and e-commerce work across the region — for global enterprises and small merchants alike. And the same picture kept repeating: a real, working business, selling and serving its customers entirely through conversation. No website. No app. No developer. Just a phone.
So ntelio built the missing piece — the system of record for that business, living on the channel where commerce already happens. That became CARTaja: the store, the cart, the checkout and the sales agent, all inside the chat your customers already use.
It isn't the only product born from that engine — but it's the one built for the 195 million businesses already selling, by hand, on WhatsApp.
Set up your WhatsApp store in about five minutes and let your CARTaja agent sell, answer and take orders — 24/7.
Start your commerce empireFree to start · 30 orders a month, on the house.