17 Big Moves Redefining Global & MENA eCommerce
RETAIL Monthly Wrap-Up May
As May comes to a close, the digital commerce ecosystem keeps on changing fast—from high-stakes purchases and regional growth to AI integrations, viral consumer behavior, and regulatory changes. This month’s highlight shows how technology, trade, and change are converging in global and regional markets. Here’s your all-inclusive pulse check on the stories that are shaping the future of commerce.
𝐏𝐚𝐲𝐏𝐚𝐥 𝐎𝐩𝐞𝐧𝐬 𝐌𝐄𝐍𝐀 𝐇𝐞𝐚𝐝𝐪𝐮𝐚𝐫𝐭𝐞𝐫𝐬 𝐢𝐧 𝐃𝐮𝐛𝐚𝐢
In a significant expansion milestone, PayPal has opened its first regional HQ in the Middle East and Africa in Dubai Internet City. Having a global presence in more than 200 markets and payment volume of $1.68 trillion, the move reiterates PayPal’s long-term commitment to facilitation of digital commerce in the region.
Look for enhanced support to SMEs, innovative cross-border payment technologies, and an innovation pipeline of AI-powered fintech solutions aimed at driving MENA growth.
𝐃𝐨𝐨𝐫𝐃𝐚𝐬𝐡 𝐏𝐥𝐚𝐧𝐬 $𝟑.𝟔𝐁 𝐀𝐜𝐪𝐮𝐢𝐬𝐢𝐭𝐢𝐨𝐧 𝐨𝐟 𝐃𝐞𝐥𝐢𝐯𝐞𝐫𝐨𝐨
US-headquartered DoorDash is making a big push across the Atlantic with a $3.6 billion takeover bid for UK food delivery player Deliveroo. The 180p-per-share offer is now under consideration, with board approval due by May 23. The deal, if completed, would open access to 10 new overseas markets and further consolidate DoorDash’s presence in Europe, after it acquired Wolt for $8B in 2021.
With Deliveroo’s share price off by almost 50% since its IPO and recent pullback from Hong Kong, this proposal may be the turning point both brands require—marking a redrawing of the food delivery map around the globe.
𝐔𝐧𝐢𝐥𝐞𝐯𝐞𝐫 𝐔𝐀𝐄 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐋𝐢𝐧𝐤𝐬 𝐒𝐚𝐥𝐞𝐬 𝐭𝐨 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲
Unilever is marrying business and environmental responsibility in the UAE with a new initiative linking product prices to environmental influence. The campaign involves planting 6,000 mangrove trees and boasts high-profile partnerships with LuLu, Emirates Nature-WWF, and local influencers.
The early effect? A 12% increase in sales of sustainable products, demonstrating the power of eco-awareness, education, and incentives to change behaviour at scale.
𝐀𝐫𝐚𝐦𝐞𝐱 𝐂𝐄𝐎 𝐎𝐭𝐡𝐦𝐚𝐧 𝐀𝐥𝐉𝐞𝐝𝐚 𝐑𝐞𝐬𝐢𝐠𝐧𝐬 𝐀𝐟𝐭𝐞𝐫 𝟑𝟏 𝐘𝐞𝐚𝐫𝐬
In a top leadership shake-up, Othman AlJeda has resigned as CEO of UAE-headquartered logistics industry leader Aramex. It is his third straight decade at the top, and his departure is “for personal reasons,” but happens at a time when there is a general top-level churn. Nicolas Sibuet, CFO of Aramex, is assuming the role of acting CEO.
The announcement follows Q Logistics, part of Abu Dhabi’s ADQ, acquiring a majority stake—marking a pivotal moment in Aramex’s evolution as it gears up to compete in a next-gen logistics market.
𝐈𝐊𝐄𝐀 𝐁𝐞𝐥𝐠𝐢𝐮𝐦 𝐋𝐚𝐮𝐧𝐜𝐡𝐞𝐬 𝐏𝐫𝐞𝐨𝐰𝐧𝐞𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐩𝐥𝐚𝐜𝐞
IKEA is further extending its sustainability strategy with the opening of IKEA Preowned in Belgium—an online marketplace for consumers to sell and purchase second-hand IKEA products. Following pilots in Madrid and Oslo, the initiative takes advantage of Belgium’s emerging circular economy.
In 2024 alone, IKEA had more than 11,600 returned items through in-store buyback. Belgium’s second-hand furniture market reached €184M in 2023, up 31% YoY—making this step both timely and strategic.
𝐀𝐃𝐍𝐎𝐂 + 𝐧𝐨𝐨𝐧: 𝐀𝐈-𝐏𝐨𝐰𝐞𝐫𝐞𝐝 𝐋𝐨𝐠𝐢𝐬𝐭𝐢𝐜𝐬 𝐑𝐞𝐝𝐞𝐟𝐢𝐧𝐢𝐧𝐠 𝐔𝐀𝐄 𝐃𝐞𝐥𝐢𝐯𝐞𝐫𝐲
ADNOC Distribution is partnering with eCommerce giant noon to transform last-mile delivery in the UAE. The approach? Roll out noon Minutes hubs at ADNOC fuel stations to establish a lightning-fast, AI-driven logistics system that delivers ADNOC Oasis products directly to customers’ doorsteps.
This collaboration merges ADNOC’s vast retail network with noon’s advanced logistics technology—propelling the UAE toward a new benchmark in on-demand convenience.
𝐐𝐚𝐭𝐚𝐫'𝐬 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐏𝐚𝐲𝐦𝐞𝐧𝐭𝐬 𝐉𝐮𝐦𝐩 𝐭𝐨 $𝟑.𝟖𝐁 𝐢𝐧 𝐌𝐚𝐫𝐜𝐡
Card spending reached QR13.8 billion ($3.8B) in March 2025, over almost 48.4 million transactions, according to the Qatar Central Bank. Point-of-sale was 58%, eCommerce 27%.
These figures reflect Qatar’s fast-track transformation to digital-first, cashless payments, spurred by demand, phone penetration, and fintech growth.
𝐑𝐚𝐛𝐛𝐢𝐭 𝐇𝐨𝐩𝐬 𝐢𝐧𝐭𝐨 𝐒𝐚𝐮𝐝𝐢 𝐀𝐫𝐚𝐛𝐢𝐚, 𝐓𝐚𝐫𝐠𝐞𝐭𝐬 𝟐𝟎𝐌 𝐃𝐞𝐥𝐢𝐯𝐞𝐫𝐢𝐞𝐬 𝐢𝐧 𝟐𝟎𝟐𝟔
Egyptian startup Rabbit has opened for business in Saudi Arabia, establishing its regional HQ in Riyadh and launching dark stores in major cities. Backed by leading investors, the firm is seeking 20 million item deliveries by 2026, pursuing a $2B+ e-grocery opportunity in an underpenetrated market.
Rabbit’s tech-led, hyperlocal approach is a complete fit for Saudi Vision 2030—prioritizing SME development, digitalization, and local sourcing.
𝐓𝐢𝐤𝐓𝐨𝐤 𝐒𝐡𝐨𝐩 𝐭𝐨 𝐋𝐚𝐮𝐧𝐜𝐡 𝐢𝐧 𝐉𝐚𝐩𝐚𝐧
TikTok is further expanding its commerce domination worldwide with a scheduled rollout of TikTok Shop in Japan, following recent launches in France, Germany, and Italy. With Japan’s strong mobile usage and social commerce demand, the expansion might redefine Japan’s eCommerce landscape.
Rabbit’s tech-led, hyperlocal approach is a complete fit for Saudi Vision 2030—prioritizing SME development, digitalization, and local sourcing.
𝐌𝐑 𝐏𝐎𝐑𝐓𝐄𝐑 𝐁𝐫𝐢𝐧𝐠𝐬 𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐁𝐚𝐜𝐤 𝐟𝐨𝐫 𝐁𝐫𝐚𝐧𝐝 𝐑𝐞𝐯𝐢𝐯𝐚𝐥
Fashion industry folks, listen up. Toby Bateman comes back as MR PORTER CEO, with Jeremy Langmead returning as Brand Director. They’re bringing back the platform’s original vision of being a worldwide leader in luxury menswear, content, and commerce.
New chapter in the works, with a concentration on luxury, curation, and cutting-edge digital storytelling.
𝐔𝐀𝐄'𝐬 𝐏𝐢𝐬𝐭𝐚𝐜𝐡𝐢𝐨 𝐒𝐩𝐫𝐞𝐚𝐝 𝐅𝐫𝐞𝐧𝐳𝐲: "𝐃𝐮𝐛𝐚𝐢 𝐂𝐡𝐨𝐜𝐨𝐥𝐚𝐭𝐞" 𝐆𝐨𝐞𝐬 𝐕𝐢𝐫𝐚𝐥
What began on TikTok has become a full-blown retail mania. The “Dubai Chocolate” trend—focused on pistachio spread—has blown up on UAE retailers such as noon Minutes and Amazon.ae, with numerous SKUs selling out within hours.
From luxe collabs and house labels to pistachio-flavored ice cream, donuts, and holiday treats, this trend is fueling double-digit growth and showing that viral + food = serious commercial clout.
𝐃𝐇𝐋 𝐇𝐚𝐥𝐭𝐬 𝐔.𝐒. 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐒𝐡𝐢𝐩𝐦𝐞𝐧𝐭𝐬 𝐎𝐯𝐞𝐫 $𝟖𝟎𝟎
DHL Express suspended international shipments over $800 to U.S. consumers for the time being as new customs regulations come into effect. The formal entry threshold has been lowered from $2,500 to the current level, necessitating stricter processing.
Shipments under $800 are unaffected, while B2B shipments might experience short-term delays as the market adjusts.
𝐃𝐮𝐛𝐚𝐢 𝐂𝐨𝐦𝐦𝐞𝐫𝐂𝐢𝐭𝐲 𝐱 𝐪𝐮𝐞𝐞𝐧.𝐚𝐢 & 𝐏𝐨𝐫𝐭𝐦𝐢𝐧𝐝: 𝐀𝐈 𝐌𝐞𝐞𝐭𝐬 𝐓𝐫𝐚𝐝𝐞
Dubai CommerCity has joined forces with AI pioneers queen.ai and Portmind during Dubai AI Week to revolutionize the digital trade landscape. The collaborations will make everything from customer outreach to supply chain management seamless, ushering in an era of frictionless, personalized eCommerce.
This is a radical step in intelligent commerce, demonstrating the potential of data and AI to power quicker, more responsive trade at a national level.
𝐀𝐦𝐚𝐳𝐨𝐧 𝐎𝐩𝐞𝐧𝐬 𝐏𝐫𝐞𝐦𝐢𝐮𝐦 𝐁𝐞𝐚𝐮𝐭𝐲 𝐅𝐫𝐨𝐧𝐭 𝐂𝐥𝐨𝐬𝐮𝐫𝐞
Amazon raises the bar in beauty with a new premium skincare storefront that includes brands such as Caudalie, La Roche-Posay, and Dermalogica. Customers can now sort by skin type, ingredient, or brand—and see an A–Z ingredient guide for education-led shopping.
It’s all part of Amazon’s drive to be the most trusted beauty destination for both daily essentials and luxury skincare.
𝐙𝐀𝐓𝐂𝐀 𝐎𝐊𝐬 𝐒𝐢𝐠𝐧𝐢𝐟𝐢𝐜𝐚𝐧𝐭 𝐕𝐀𝐓 𝐀𝐦𝐞𝐧𝐝𝐬 𝐢𝐧 𝐒𝐚𝐮𝐝𝐢 𝐀𝐫𝐚𝐛𝐢𝐚
The Zakat, Tax and Customs Authority (ZATCA) of Saudi Arabia has approved significant amendments to its VAT Implementing Regulations. The revisions explain compliance for the creation of VAT groups, corrections in tax, and special cases such as government grants and TOGC (transfer of going concern).
Companies have 180 days to catch up. Finance and legal departments must move quickly to learn about and react to the changes.
𝐅𝐥𝐢𝐩𝐤𝐚𝐫𝐭 𝐌𝐨𝐯𝐞𝐬 𝐇𝐨𝐥𝐝𝐢𝐧𝐠 𝐂𝐨𝐦𝐩𝐚𝐧𝐲 𝐭𝐨 𝐈𝐧𝐝𝐢𝐚 𝐁𝐞𝐟𝐨𝐫𝐞 𝐈𝐏𝐎
Walmart-backed Flipkart is shifting its holding company from Singapore to India in preparation for an IPO. The move comes on the heels of a wave of Indian unicorns—PhonePe, Razorpay, Zepto—flying back home for more favorable domestic listing prospects.
A return that betrays faith in India’s capital markets and regulatory changes.
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