Cartwheel

The problem

Independent online shops lose seven in ten baskets at checkout, because shoppers won't type their card and address again.

The solution

Cartwheel is a shared one-tap checkout: a shopper who has bought from any shop in the network pays at all of them with a fingerprint.

Who it's for

Independent online shops with $100k–$10M in yearly sales.

Market

Bottom-up: about 75,000 customers like this in Turkey and nearby, worth roughly $120 million a year at our prices.

Competition and edge

Headline metric

240,000 active users, growing 11% a month

The team

Elif knows the customer and has sold to them before; Can has built this kind of system at scale. We have worked side by side since before Cartwheel had a name.

Worked together

1–3 years

Hiring

A senior engineer and our first customer-success hire.

About the founder

Elif Yıldız

Founder & CEO · Istanbul, Turkey · 12 years of experience

Elif led checkout at a large marketplace and raised its conversion by a fifth. Started Cartwheel in 2024 and works on it full-time from Istanbul.

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