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WIAB: From a Small LinkedIn Community to a Global Amazon Community

WIAB

Women in Amazon Business (WIAB) was founded after its co-founders, Asha Bhalsod and Hannah Hughes, experienced first-hand the lack of visibility, representation, and support for women working across the Amazon ecosystem. Despite Amazon’s rapid growth and increasing complexity, there was no dedicated community where women operating in Vendor, Seller, advertising, and e-commerce roles could come together to connect, share knowledge, and support one another.

At different stages of their careers, Asha and Hannah often had to navigate challenges alone, frequently being the only woman in the room; their access to peer networks was limited, and there was insufficient space for open and honest conversations about career progression within the Amazon industry. WIAB was founded to change this. Built from the ground up to fill a gap that did not previously exist, the community was designed to bring women together in a meaningful, supportive, and commercially relevant way.

WIAB’s vision is to create an inclusive, global community that empowers women to grow professionally within the Amazon ecosystem. Through education, mentorship, and connection, WIAB helps women build confidence, deepen their expertise, and advance in their careers, while contributing to a more balanced, diverse, and representative future across the Amazon industry.

WIAB operates on a global scale by bringing together women from key Amazon marketplaces, including the United Kingdom, Europe, North America, the Middle East, and beyond. As a community, WIAB reflects the international nature of Amazon itself and supports members working across multiple regions, roles, and business models.

Magazine

“WIAB Helps Women Deepen Their Amazon Expertise”

WIAB Co-Founder and Etopia Consultancy Founder Asha Bhalsod appeared as a guest on WORLDEF E-COMMERCE. Bhalsod stated that WIAB operates as a membership-based community across two distinct tiers: “Management level” and “C-suite level.” Noting that each tier is designed to support women at different stages of their leadership journey within the Amazon ecosystem, Bhalsod said, “WIAB provides access to strategy-focused educational content, curated events, peer networks, and knowledge sharing across Amazon Vendor and Seller models, advertising, operations, and strategy.”

Asha Bhalsod added: “In addition to individual memberships, WIAB also offers corporate sponsorship opportunities for businesses that want to support diversity, inclusion, and female leadership within the Amazon industry. Through panels, workshops, closed sessions, and industry collaborations, WIAB creates meaningful connections and practical learning opportunities that help women deepen their Amazon expertise and grow professionally.”

“We Started as a Small LinkedIn Community”

Emphasizing that WIAB began as a small LinkedIn community created to bring together women working across the Amazon ecosystem, Bhalsod continued: “However, over the past two years, it has evolved into a real movement. What started as informal conversations has grown into a highly engaged network that brings women together both online and in person. To date, WIAB has hosted four sold-out events—one in Seattle and three in the United Kingdom—demonstrating the global demand for this type of community. In addition to events, WIAB has delivered a wide range of content, including coaching sessions, professional development workshops, webinars, and structured networking opportunities. Each initiative was designed to support real career progression, knowledge sharing, and meaningful connections, reinforcing WIAB’s mission to create lasting impact for women in the Amazon business world.”

“We Invite Women to WORLDEF DUBAI for Case Study Sessions”

WIAB Co-Founder Asha Bhalsod also answered the question, “What’s next for WIAB?” as follows: “The next phase for WIAB is focused on scale and impact. We are rolling out the WIAB membership program globally, ensuring that women across all major Amazon regions can access education, connection, and peer support at both management and C-suite levels. At the same time, WIAB is expanding its presence on major global industry stages. We will first collaborate with WORLDEF in Dubai, followed by WORLDEF ISTANBUL in June. At these events, we are actively inviting women to participate in case study sessions to increase visibility and representation where it has historically been lacking. Additionally, WIAB will launch a series of masterclasses and Lunch & Learn sessions throughout the year and will close the year with an awards ceremony honoring women who are shaping the future of the Amazon business world.”

“Etopia Was Founded in 2019 to Fix a Broken Model”

Asha Bhalsod is also the founder of Etopia Consultancy. According to Bhalsod, Etopia was founded in 2019 to fix a broken model. Bhalsod said: “After years of working at the heart of retail and e-commerce, particularly on Amazon Vendor and Seller accounts, it became clear that many agencies were quietly eroding Amazon margins while chasing ROAS. Brands were scaling without strategy, burning budgets without real profitability, and making reactive decisions in an increasingly complex ecosystem. Etopia was built to reverse that mindset: a strategy-first, margin-focused approach centered on execution that genuinely makes a difference. The goal has always been to turn Amazon from a cost center into a sustainable growth engine.”

“No Fluff, Just Results!”

Founded by a female entrepreneur determined to challenge the status quo, Etopia delivers profitable growth across both Vendor and Seller models by combining Amazon strategy, retail fundamentals, and performance marketing,” Bhalsod continued: “We focus on aligning all levers—assortment, pricing, availability, and advertising—around commercial outcomes rather than vanity metrics. Since our founding, Etopia has supported more than 50 brands, managed over £10 million in annual ad spend, and contributed to generating more than £150 million in GMV on Amazon. No fluff. Just results.”

Regional Challenges in Selling on Amazon

In response to the question, “What challenges exist when selling on Amazon in the regions you serve, and what solutions do you offer to address these challenges?”, Asha Bhalsod said: “Selling on Amazon globally brings a consistent set of challenges, including margin erosion, rising advertising costs, operational complexity, and fragmented ownership across marketplaces. As brands expand internationally, these issues are amplified by inconsistent data, local market nuances, and misaligned Vendor or Seller structures. Etopia addresses these challenges by creating clear, market-specific strategies that align pricing, assortment, advertising, and supply chain decisions. We prioritize profitability from day one and build frameworks that enable brands to scale internationally with control, clarity, and confidence.”

“The Future of E-Commerce Will Be Defined by Profitability, Not Just Growth”

Answering the question, “Based on your area of expertise, how do you see the future of e-commerce?”, Bhalsod responded: “The future of e-commerce will be defined by profitability, not just growth. As platforms like Amazon mature, brands will need to move away from volume-driven strategies and focus on operational excellence, margin control, and smarter use of data and technology. International expansion will continue to be an important growth lever, but only for brands that approach it strategically. We believe the most successful brands will be those that combine strong fundamentals with intelligent automation, clear ownership, and long-term thinking—turning complexity into a competitive advantage rather than a barrier.”

Markets Etopia Focuses On

Etopia operates globally by supporting brands across all major Amazon marketplaces. We specialize in helping brands expand into new international markets across regions including the United Kingdom, Europe, North America, and beyond, providing the strategic and operational support needed to scale with confidence across borders. Etopia helps brands build a strong and sustainable presence in MENA as the region continues to develop.

Magazine

Financial Architecture for E-Commerce Brands Targeting the U.S. Market: TAM Accounting

TAM Accounting

The United States (U.S.) is a giant economy that many companies dream of entering. Many companies begin selling successfully, but remain financially mispositioned. Often, they do not realize this until the costs become visible. It is not difficult to establish a company or start an e-commerce operation in the U.S. What really makes a difference is building the right foundation. The right company structure, the right tax strategy, and a scalable accounting system that supports growth are essential. TAM Accounting, which serves cross-border e-commerce brands, companies selling through global marketplaces, and international entrepreneurs scaling in America, was born out of the gaps faced by global businesses entering the U.S. market. TAM Accounting, based in the U.S., was a guest at WORLDEF E-COMMERCE!

TAM Accounting Founder and CEO Yeşim Deretam shaped the firm’s DNA through a finance and tax journey that began in Türkiye and deepened in the U.S. “We are positioned as a long-term financial architect, not as a year-end filing firm,” said Deretam, adding that they build sustainable systems that allow brands to grow with clarity and confidence. Deretam, who holds credentials such as IRS Enrolled Agent, IRS Acceptance Agent, and Tax Coach, and has deep experience in multi-state compliance, international tax, and e-commerce accounting, stated that TAM Accounting has become a strategic guide for global operators, not just a service provider.

“For Cross-Border E-Commerce Brands, Trust Means Preventing Costly Decisions Before They Happen”

“Our story is the story of becoming a trusted partner for companies that want to scale internationally with the right financial positioning from day one,” said Yeşim Deretam, explaining the company’s “Trusted Accounting Mentor” motto: “For us, trust is not only about accurate numbers or timely filings. Trust means providing foresight. Identifying risks early, asking the right questions at the right time, and standing beside the client as a strategic guide.

This motto reflects our view of accounting; not as a backward-looking reporting function, but as a management tool that shapes the future. The word ‘guide’ is intentional. We don’t only focus on today’s compliance we factor in 3–5 year growth goals, international expansion plans, capital structure, and long-term operational realities. Especially for cross-border e-commerce brands scaling in the U.S., trust means preventing costly decisions before they happen.”

Yeşim Deretam talked about what differentiates TAM Accounting from other firms: “Our greatest differentiator is that we treat tax and accounting as strategic infrastructure—not a commodity service. We work across a broad range of industries and business models from manufacturing and retail to entrepreneurs, franchise networks, and global e-commerce operators. We don’t just look at financial statements, we analyze the business ‘code.’ This approach allows us to identify weaknesses many companies don’t see internally and build solutions around them.”

Most In-Demand Services from TAM Accounting:

According to Yeşim Deretam, the most requested service areas from TAM Accounting are those that directly impact a company’s ability to enter and scale in the U.S. safely and efficiently. These are listed as:

  • U.S. company formation & strategic structuring: Choosing the right state, the right entity type (LLC, C-Corp, partnership), and building the tax-optimized foundation.
  • E-commerce-focused accounting and tax management: Platform-based bookkeeping design, fee/refund separation, profitability analysis, and multi-state compliance.
  • Sales tax & Nexus analysis: Identifying when and where obligations arise, managing registrations, filings, and sustainable systems as sales grow.
  • International tax planning & year-round tax strategy: Moving from reactive “tax season” behavior to proactive planning.
  • Financial reporting & cash flow visibility: Clean, readable reporting that supports leadership decisions—especially during rapid growth.

“We Treat E-Commerce as a Multi-Layered Ecosystem”

Talking about the specific services provided to e-commerce companies, Deretam said: “We treat e-commerce as a multi-layered ecosystem financially, operationally, and tax-wise. Our solutions are built to support scalability and profitability, not just bookkeeping. Marketplace and platform-based accounting systems are designed to separate revenue, fees, refunds, logistics, and marketing spend. E-commerce international tax planning helps reduce unnecessary tax burden in cross-border structures and prevent double-taxation pitfalls. E-commerce accounting is not ‘recording sales.’ It is building a structure that is scalable, tax-secure, and profit-driven.”

“Financial Architecture is Necessary for Growth in the U.S.”

When asked about the solutions offered for businesses selling through global marketplaces in the U.S., Deretam shared the following information: “In a market like the U.S., accounting and tax are not simply operational requirements they are strategic leverage. We deliver end-to-end structuring. From formation to IRS processes, EIN/ITIN support, and scalable financial setup. We provide proactive tax strategy across multi-state compliance, sales tax, international tax positioning, and IRS communications when needed. We offer platform-based accounting systems that clearly distinguish fees, refunds, logistics costs, ad spend, and currency issues. Additionally, we support clearer positioning through financial structuring and business readiness. We believe growth in the U.S. requires more than ‘compliance.’ It requires financial architecture.”

The Biggest Common Challenges E-Commerce Companies Face in the U.S.

TAM Accounting International Business Development Director Yonca Sal spoke about the biggest tax and accounting challenges e-commerce companies face in the U.S., saying: “The biggest challenge is the mismatch between the speed of digital commerce and the complexity of tax and accounting rules.” Sal listed the most common issues as:

  • Multi-state rules and sales tax complexity: Nexus can be triggered without realizing it through sales volume, fulfillment centers, warehousing, or 3PL operations leading to unexpected registration and filing obligations.
  • Poor platform accounting design: Without proper separation of fees, refunds, shipping, advertising, and currency impacts, companies can’t see real profitability and make unhealthy growth decisions.
  • Cross-border tax risks: When production, management, and sales span different countries, income positioning and double-taxation risk require specialized planning.
  • Cash flow pressure despite growth: High revenue does not guarantee liquidity especially with inventory financing and marketing spend.
  • Reactive behavior: Many companies address problems after they appear, but the U.S. system rewards proactive planning and penalizes late compliance.

For e-commerce brands, the real challenge is not selling it is managing the financial responsibilities that come with scaling.

The Impact of AI: “The Final Decision Depends on Experience and Professional Judgment”

When asked, “How is AI transforming your industry?” Yonca Sal answered: “AI is not only accelerating accounting—it is redefining the role of accountants. Routine tasks are increasingly automated, which elevates the value of human expertise in strategy, interpretation, and decision-making. AI supports faster data processing, lower error rates, and more consistent reporting. More importantly, it enables forecasting trend detection, scenario modeling, cash flow projections, and regulatory monitoring. However, in complex areas like international tax, multi-state exposure, and cross-border structuring, the final judgment still depends on experience and professional reasoning. At TAM Accounting, we view AI as a lever that improves advisory quality not as a replacement for expert guidance.”

“We Want to Build Long-Term Relationships Based on Trust”

Talking about TAM Accounting’s long-term goals, Yonca Sal said: “Our long-term goal is to be the trusted financial architect for companies scaling globally through the U.S. We aim to expand our depth and geographic impact in international tax and e-commerce financial systems. We also aim to become the first-choice partner for cross-border e-commerce brands, multi-state operators, and investment-ready C-Corps. We are investing in technology and AI to deliver faster insights. Above all, we want relationships built on long-term trust, not one-time transactions.”

“Dubai is the Most Natural Bridge to the U.S.”

“MENA and Dubai are a strategic priority in our long-term vision,” said Sal, adding: “We see Dubai not only as a growing market, but as a global hub where entrepreneurs, family businesses, e-commerce brands, and investors connect to international expansion opportunities. For many MENA-based companies, Dubai is the most natural bridge to the U.S. Our goal is to be that bridge—becoming a trusted, long-term financial partner for MENA-based brands expanding into the U.S.”

Primis CEO: “We Solve the Black Box of International Logistics”

Primis

The increasing complexity in cross-border e-commerce is forcing brands to seek strong solutions not only before the sale but also after the purchase. At this point, Primis stands out with its integrated structure extending from returns management to compliance, from logistics to digital invoicing. Operating in global markets, primarily the GCC, Primis offers e-commerce brands a next-generation cross-border operating model that aims to deliver not only operational efficiency but also sustainable growth and customer loyalty. We spoke with Primis Founder and CEO Rebecca Griffiths about the company’s vision!

“We Built a Unified Platform That Centralizes Sales, Inventory, and Returns”

Rebecca Griffiths said, “The story of Primis is based on solving the fragmented structure of cross-border trade through technology,” and continued as follows: “Although many brands have a returns portal, they lack the core infrastructure to make it work at a global scale. We solve the part of international logistics that remains a ‘black box.’ We built a unified platform that centralizes all sales, inventory, and returns. However, unlike a standard SaaS tool, our technology is vertically integrated with physical hubs. This structure solves core problems such as compliance and visibility: it ensures that products are legally able to enter a market before they are shipped and that returns are processed locally and efficiently.”

In response to the question, “How do you evaluate the impact of post-purchase processes (shipping, tracking, returns) on customer loyalty for e-commerce brands?”, Griffiths replied: “Post-purchase is the point where loyalty is either gained or lost. In markets like the GCC, the complexity of customs and returns processes often undermines trust. Our technology bridges this gap. By offering Branded Tracking and a localized Returns Portal in Arabic, we keep the customer within the brand’s ecosystem rather than the carrier’s. When you digitize the experience—like with our new Primis Paperless solution—you not only ensure compliance (such as Saudi Arabia’s ZATCA regulations) but also create new touchpoints for loyalty through dynamic advertising slots on digital receipts.”

Primis’s Core Engines

Rebecca Griffiths also explained the modules developed by Primis for brands:

“Currently, our clients derive the greatest value from our core engines: Primis Tracking & Returns and Primis Connect (GCC).

  • Primis Connect (GCC): This is the solution that ‘unlocks’ international brands. It provides an end-to-end infrastructure that connects digital storefronts directly to our local warehousing and 3PL network, enabling retailers to enter the GCC market with the speed and reliability of a local player.
  • Primis Tracking & Returns: This module significantly reduces support requests by keeping customers on a branded tracking page and automating the returns flow, which is critical for maintaining customer satisfaction in this high-demand market.”

“We Eliminate the Costs of Stuck Shipments and Return-to-Sender”

Primis Founder Griffiths also touched on the differentiation the company creates in reducing shipping costs and increasing operational efficiency: “Competitors often leave customs compliance to the merchant or the carrier. Our system integrates Compliancy Guidance directly into the workflow. By ensuring that a product catalog is compliant before shipment, we eliminate the costs of stuck shipments and return-to-sender. In addition, our ‘Easy Export’ feature simplifies the data flow from your Shopify store by providing reporting in multiple formats, while allowing you to retain full data ownership.”

“In 2025, We Evolved from a ‘Returns’ Player into a ‘Compliance and Operations’ Platform”

Griffiths evaluated the company’s 2025 performance as follows: “2025 was a year of technological consolidation. We moved beyond being just a ‘returns’ player and became a ‘compliance and operations’ platform. We successfully launched our HS Code application, proving that we can automate the most complex part of cross-border trade. We also rolled out Primis Paperless, positioning us ahead of the regulatory curve in the GCC.”

Commenting on the challenges e-commerce brands faced in post-purchase processes in 2025, Griffiths stated, “The biggest challenges were global compliance and data ownership.” She added: “Brands using competitor solutions experienced fragmented data silos or customs delays because their returns software did not communicate with the logistics reality. Brands struggled with ‘fragmented logistics’ and ‘complex returns.’ They needed a solution that allowed product data to remain in the store (for example, on Shopify) while still being optimized for international borders—this is exactly what our new compliance tools address.”

“The Dominant Trend Will Be ‘Compliance as a Service’ and ‘Paperless Operations’”

She explained the trends expected to stand out in e-commerce on the post-purchase experience side in 2026 as follows: “The dominant trend will be ‘compliance as a service’ and ‘paperless operations.’ As regions like Saudi Arabia introduce strict digital invoicing mandates (ZATCA), brands effectively cannot operate without technologies like Primis Paperless. The trend is shifting from a focus on returns alone to total lifecycle management—from HS code classification at checkout to digital receipts and fraud-proof returns at the counter.”

Features That Differentiate Primis from Competing Solutions

Primis Founder and CEO Rebecca Griffiths said: “The most fundamental difference is compliance and control. Solutions like Rebound, Loop, or Returnbear are extremely good at generating a QR code for a return. But they often stop there. Primis goes deeper. We own the compliance layer (HS codes, ZATCA compliance) and the physical layer (warehousing, local hubs). Competitors focus on the software interface. Primis focuses on the entire cross-border reality. We ensure the product is legal to ship, manage digital invoicing, and physically process the return in-market. We are not just a returns app; we are a cross-border operating system.”

Manay CPA: End-to-End Financial Infrastructure for Establishing and Scaling a Business in the U.S.

Manay CPA

Manay CPA operates as a licensed Certified Public Accounting (CPA) firm in the United States, working with entrepreneurs and companies from all over the world that aim to enter the U.S. market. It provides services to individuals and companies conducting commercial activities across all 50 states of the U.S. Its scope of services includes company formation and structuring in the U.S., accounting and financial reporting, tax filings and tax planning, human resources/payroll processes, and financial audit services. Burcu Bree Manay, Co-Founder and CEO of Manay CPA, was a guest on WORLDEF E-COMMERCE.

Burcu Bree Manay stated, “Anyone who aims to establish a business, scale it, and grow sustainably in the United States is a natural part of our ecosystem. We offer end-to-end, tailor-made solutions shaped according to needs within this ecosystem,” and added,

“The most important factor that differentiates us is that we are not a structure that merely completes the incorporation process. During the incorporation stage, we do not focus only on documentation and registration processes. We also take into account our clients’ goals such as raising investment, growth plans, and establishing operations in different states, as well as the tax and compliance requirements they may face in the future. We provide guidance at critical strategic decision points such as selecting the company type, determining the right state, and structuring the partnership model.”

Information Pollution, Misguidance, and Failure to Structure the Right Company Setup!

Addressing the challenges experienced in accounting services in the United States, Manay CPA CEO Manay stated the following: “One of the biggest challenges is information pollution and misguidance. When individuals and companies newly entering the U.S. market do not work with the right experts, the process can become much more difficult and risky than it needs to be. Another critical issue is the failure to structure the correct company setup from the very beginning. When the company type, state selection, and partnership structure are not planned correctly, tax liabilities that should never have arisen can emerge.

In the U.S. tax system, the role of the IRS and the accuracy of filings are extremely decisive; even a seemingly small mistake can grow over time and affect commercial operations, cash flow, and the company’s administrative processes. As Manay CPA, our approach is clear; while our clients focus on their own businesses, we make doing business in the United States more predictable, sustainable, and easier for them by managing the processes in the background.”

Offering some advice to companies, Manay CPA CEO Burcu Manay said, “Doing business in the U.S. should not be viewed as limited to incorporation. What determines success is establishing the right structure and a sustainable compliance infrastructure from day one. Secondly, accounting and tax processes should not be postponed with a ‘we’ll fix it later’ approach. In the U.S., submitting filings on time and accurately directly affects a company’s good standing, financial visibility, and growth capacity in terms of IRS and state regulations. Finally, working with the right business partner makes a significant difference.”

“We Position MENA as an Important Bridge for Entering the U.S.”

Manay CPA CEO Burcu Bree Manay shared the following information regarding their goals in the MENA region: “The MENA region is a high-potential market with strategic priority for Manay CPA. The rapid growth of the region’s entrepreneurial ecosystem, the increase in cross-border trade, and the intensification of global investment mobility make the need to do business with the United States more visible every day. For this reason, we position MENA not only as a market, but as an important bridge for businesses that want to expand into the U.S. Today, we have a broad client portfolio in MENA, ranging from startups to e-commerce brands and expats in need of individual advisory services.”

Speaking about trend strategies in the sector, Manay CPA CEO stated, “The most prominent trend is the transformation of accounting and tax from ‘backward-looking reporting’ into a decision-making infrastructure that drives growth. Companies no longer expect this only once a year during the filing period; they now seek real-time visibility, predictability, and proactive tax planning throughout the year. The second trend is that, together with globalizing business models, the focus on ‘correct structuring + compliance’ has become an integral part of growth.

Especially in e-commerce and startups, when issues such as company type, state selection, partnership structure, sales tax, and payroll are not structured correctly from the outset, they can create serious costs and risks at the scaling stage. As Manay CPA, we support this transformation through a cloud-based, paperless working model, standardized process management, and an end-to-end service approach with expert teams.”

The Future of Manay CPA: A Leaner, Smarter, and More Human-Centered Structure

“As Manay CPA, we are building the future of our services on a leaner, smarter, and more human-centered structure. Our 2026 focus is very clear: while reducing operational complexity, to standardize quality by using technology more effectively and to deliver a consistent experience to the client at every touchpoint,” said Manay CPA CEO, pointing to three main pillars in this direction:

  • Simplified and measurable processes: We eliminate unnecessary steps and strengthen standards. Our goal is to establish an operational structure that does not leave quality to chance, has high cross-team applicability, and delivers measurable performance.
  • Digital-first & automation: We reduce manual workload by managing repetitive tasks through intelligent automation. In this way, our team can focus more on strategic work that creates real value for clients.
  • Consistent customer experience and trust: For us, the issue is not only service delivery, but building trust. Therefore, we further strengthen proactive communication, transparency, and a culture of ownership. Anticipating issues before they grow, sharing the process openly, and taking responsibility for the outcome form the basis of our approach.

“Artificial Intelligence Is Not a Showcase Technology, but an Operational Lever”

Stating that they position artificial intelligence not as a showcase technology but as an operational lever that enhances service quality and speed, Manay said, “Our strategy is clear: automate repetitive tasks, detect risks early, and allocate our experts’ time to high-value advisory work. We advance this approach across three layers: efficiency and automation, quality and compliance, and customer experience. Our top priority is security and privacy; data security, access authorizations, and process control are our fundamental standards.”

What Awaits E-Commerce Companies That Want to Enter the U.S.?

Finally, Burcu Bree Manay, Co-Founder and CEO of Manay CPA, offered some advice to e-commerce companies: “For e-commerce companies, the most critical step is to start with the right foundation. Making decisions based on the real needs of the business rather than gravitating toward popular states yields much healthier results. The second key issue is compliance processes. Because e-commerce businesses grow rapidly, accounting order, sales tax obligations, employee/payroll processes, and tax filing calendars can easily be overlooked; especially in newly established companies, delaying or failing to submit filings with the thought of ‘we are still small’ is a common mistake, yet in the U.S. system such deficiencies directly lead to penalties and interest.

In addition, they can critically affect the company’s commercial status, good standing, and banking/payment infrastructures. Another trend that has recently become more prominent in this area is physical office/business address requirements; stricter address verifications and expectations of real presence may come into play. E-commerce companies need to structure address/presence requirements, registration order, and compliance processes correctly from start to finish. The right structure, the right state, and disciplined compliance form the strongest trio for sustainable growth in the United States.”

The Intersection of Technology, Culture, and Operations: The Holly Palm Model

Holly Palm

Although Holly Palm may appear to be an agency from the outside, it is in fact a multi-layered technology company built on software, strategy, operations, and culture. Through the technologies it develops, its software infrastructure, and its human-centered approach, the company has gone beyond being a structure that merely sets up systems; today, it also contributes to shaping business models.

The company’s mission is not only to build e-commerce sites for brands, but to transform them through technology. The relationships it establishes with its clients go far beyond that of a traditional service provider; they evolve into long-term partnerships that grow together. We spoke with Holly Palm Managing Partner Deniz Acarlıoğlu about the company’s story.

Holly Palm is a next-generation technology company positioned at the intersection of software development, strategic consulting, system integrations, and digital operations excellence. It was founded on the belief that brands need not only service providers, but long-term technology partners capable of transforming the foundations of their businesses. It was brought to life in 2019 as part of Deniz Acarlıoğlu’s entrepreneurial vision.

At that time, many major brands in Türkiye needed digitalization but struggled to find the right technology partner. With his strong background in software development and deep understanding of e-commerce dynamics, Acarlıoğlu set out to provide a holistic solution to this need. The company’s vision is to prove that a technology brand can export software and digital solutions to the world. As Türkiye’s first Shopify Plus Partner, Holly Palm, supported by its strong relationship with Shopify, focuses on expanding in Europe, becoming more active in the Gulf region, and helping Turkish brands go global.

“For Us, Every Brand Is a Different Story”

So, what services and solutions does Holly Palm offer to e-commerce brands? Deniz Acarlıoğlu answered this question as follows: “When brands work with us, they gain not just a platform setup, but a strategic business partner. We approach every project with a holistic perspective. By analyzing each brand’s unique structure, we create tailored roadmaps based on their specific needs. Our services are designed to provide end-to-end solutions that ensure brands are strongly positioned in the digital world.”

Holly Palm’s Main Services

  • Shopify-based e-commerce infrastructures
  • Seamless omni-channel systems created by unifying online and offline data and processes
  • Mobile applications and CMS panels
  • Fully integrated solutions with ERP, SAP, CRM, and similar systems through Holly Connect
  • Management of migration processes with minimal disruption and no data loss
  • UX/UI design and development services
  • Growth strategy consulting tailored to the brand’s goals
  • Performance optimization through technical SEO and analytics tools in collaboration with leading advertising agencies

Acarlıoğlu stated the following: “Throughout all these processes, we develop customized solutions tailored to each brand’s unique structure. For us, every brand is a different story. What sets us apart most is that we attach equal importance not only to the technical side, but also to cultural and operational dimensions. Our strength comes from this holistic approach. We know that long-term success is only possible through seamless harmony between technology, culture, and operations. Every collaboration we establish turns into a strategic partnership that we build, scale, and grow together.”

“For Holly Palm, MENA Is Both a Market and an Innovation Hub”

Emphasizing that the MENA region is one of the most dynamic digital commerce markets in the world due to its rapid technology adoption, ambitious retail investments, and global growth ambitions, Acarlıoğlu noted that for Holly Palm, this region is not only a market but also an innovation hub.

Touching on their goals in MENA, Acarlıoğlu said: “We aim to establish a strong and permanent presence in the region. By localizing Holly Connect for the MENA ecosystem, we want to build long-term collaborations with retail groups and technology providers. In addition, offering scalable and regulation-compliant infrastructures that support cross-border commerce and developing enterprise-level Shopify Plus solutions tailored to regional needs are among our goals. With our ongoing pilot projects in Dubai, Riyadh, and Doha, we are working in close cooperation with key stakeholders to build next-generation commerce infrastructures in the region.”

Deniz Acarlıoğlu stated: “As digital commerce evolves, so do we. Holly Palm is transforming from a solution provider into a global technology brand that develops its own product portfolio and intelligent systems. Our goal is clear: to demonstrate that a technology brand originating from MENA or Türkiye can create global standards and export innovation to the world.”

Strategic Trends Shaping Digital Commerce

Stating that global e-commerce has entered a maturity phase defined by intelligence, automation, and user-centric architectures, Deniz Acarlıoğlu listed the main strategic trends shaping the future as follows:

  • Modular commerce: Brands need flexible structures that allow them to scale without operational bottlenecks.
  • AI-driven personalization: Personalized shopping experiences will determine conversion rates, customer engagement, and loyalty.
  • Unified commerce operations: Online stores, marketplaces, warehouses, and physical retail environments must function as a single integrated ecosystem.
  • Automated fulfillment and logistics: Operational automation will become the cornerstone of scalable global commerce.
  • Data intelligence and predictive analytics: Brands that understand and anticipate customer behavior will gain a competitive advantage.

These global trends directly shape how Holly Palm designs digital commerce infrastructures for different regions.

“AI Is No Longer an Add-On, It Is the New Operating System of Commerce”

Explaining Holly Palm’s artificial intelligence strategy, Acarlıoğlu stated, “Artificial intelligence is no longer an add-on; it is the new operating system of commerce,” and noted that the company’s AI roadmap is structured around four main pillars: “AI-powered visual creation, intelligent stock optimization, automated content production, and dynamic customer experiences. Our next phase is to move from analytical AI to autonomous decision-making systems, enabling real-time action without human intervention. With Holly Palm’s Holly Connect infrastructure and AI strategy, these capabilities are fully integrated into e-commerce platforms, mobile applications, and marketing workflows.”

“Brands That Combine Technology, Strategy, and Culture Under One Vision Succeed”

Deniz Acarlıoğlu also shared strategic advice for e-commerce brands aiming for global success: “Global growth is not a marketing effort, but an operational transformation. Brands that want to compete internationally should focus on the following: A solid and scalable technical infrastructure must be established; weak infrastructures cannot support global growth. Prioritizing operational intelligence is essential; fulfillment, returns, and multi-currency payment systems must function flawlessly.

Cultural and behavioral dynamics must be understood; design, communication, and positioning should align with regional expectations. Technology should be viewed not as a cost, but as a growth engine; brands that invest early in the right systems scale the fastest. Brands that succeed globally are those that combine technology, strategy, and culture into a single vision.”

Unique Advantages for the MENA Region

As a Shopify Plus Partner, Holly Palm offers unique advantages to the MENA region:

  • Direct collaboration with Shopify’s global product and engineering teams
  • Region-specific Shopify Plus solutions powered by Holly Connect
  • Expertise in transitioning enterprise brands to Shopify with zero disruption
  • Customizable integrations for payment, logistics, marketplace, and ERP systems
  • Future-proof architectures ready for cross-border scaling
  • A true partnership approach focused on long-term growth

Deniz Acarlıoğlu stated: “Our commitment is clear and strong: to elevate MENA-based brands to the global level through world-class technology, seamless integrations, and an unmatched partnership approach.”

AI and Omnichannel Transformation in Retail: A CIO Perspective from Grandiose

AI

Headquartered in the United Arab Emirates (UAE), Grandiose Supermarket offers an unforgettable multisensory experience within a unique grocery shopping environment. A premium-quality food and grocery retailer, Grandiose was founded in December 2016. Since then, it has redefined the supermarket experience in the UAE. Positioning itself as “the most loved neighborhood supermarket,” Grandiose continues to expand its reach through online ordering and exclusive promotions. We spoke with Grandiose Digital & Technology Director, Marcin Piekarczyk about the company’s mission and vision. Piekarczyk shared important insights on a wide range of topics, from artificial intelligence to omnichannel strategies.

A commercially minded omnichannel and marketing leader, Marcin Piekarczyk specializes in the development of retail, omnichannel, and e-commerce strategies for globally recognized brands, as well as executive management of retail brands and businesses. He has experience in digital transformation coaching aimed at transforming traditional retailers into fully hybrid business models. He is deeply passionate about customer experience. He has more than 16 years of proven experience working in dynamic environments and multinational cultures. He has experience managing omnichannel business models across eight different international markets.

How Does Technology Create Value?

Piekarczyk currently oversees digital and technology transformation across multiple food and retail brands with very different operational realities. When asked, “What are the core principles that guide your transformation strategy across such a complex ecosystem?”, Piekarczyk replied: “Rather than adopting technology for its own sake, we maintain a strong focus on outcomes and customer impact. Too often, organizations pursue the latest tools or platforms simply to appear technologically advanced, without clearly defining the problems they are trying to solve or fully understanding what customers, both internal and external, truly want and need.”

Stating that “For us, a successful transformation always starts with data and a deep understanding of the customer,” Piekarczyk continued: “Before introducing any new technology, we invest time in mapping customer journeys, identifying pain points, and understanding where friction exists across operations and experiences. Only once this foundation is clear do we evaluate technologies and select digital transformation initiatives that are purpose-built to address real needs.

Equally important is ensuring that the organization itself is ready for transformation. This begins with people and culture. In many cases, our role as a technology function goes beyond delivery; we also act as advisors and advocates for change, helping business units build a culture that embraces transformation. Technology only creates value when it is adopted, trusted, and effectively used by people across the organization.”

“We Are in the Early Stages of AI Applications”

Regarding the areas in which artificial intelligence delivers the fastest and most measurable value, Marcin Piekarczyk stated: “We are in the early stages of applying artificial intelligence across logistics and the supply chain. We are taking a selective and pragmatic approach. Today, we are testing specific use cases such as replenishment, assortment optimization, and demand forecasting. At this stage, it would be premature to overstate short-term impact or claim transformational results.

Our strategic priority is not rapid deployment, but building the foundations that will allow artificial intelligence to become a true competitive advantage over time. This includes significant investment in high-quality, well-governed data across products, vendors, and sales. Reliable and scalable data is a prerequisite for AI-driven decision-making at enterprise scale.”

He also added: “By focusing on data quality and governance today, we are enabling the business to move quickly and confidently as AI use cases mature. This approach ensures that future AI investments translate into sustainable performance improvements rather than isolated experiments with limited long-term value.”

“Data Is One of Our Highest Priorities”

Piekarczyk also responded to the question, “Many organizations struggle not with data availability but with data usability. How do you ensure that real-time data actually translates into better operational and commercial decisions?” as follows:

“Data is one of our highest priorities. Over the past few months, we have been intensely focused on data cleansing and establishing strong data governance practices across the organization. We have onboarded a dedicated data team, launched multiple data quality initiatives, and successfully implemented a Customer Data Platform for Grandiose. I consistently emphasize that data is the single most critical enabler of any digital transformation or artificial intelligence initiative.

Without trusted, well-governed, and accessible data, even the most advanced technologies cannot deliver meaningful or sustainable value. Our focus is not just on collecting data, but on ensuring that data is usable, reliable, and embedded into day-to-day decision-making across the business.”

“The Biggest Omnichannel Challenge Is Inventory Management”

From a CIO’s perspective, Piekarczyk also explained the most challenging back-end issues in making omnichannel truly work, particularly in high-frequency food and retail environments: “We operate in an extremely fast-paced and high-volume environment. We process thousands of orders every day across multiple touchpoints, including our app, website, aggregators, and more than 45 physical stores. In grocery retail, this complexity is further amplified by the wide range of vendors we work with, varying commercial terms, and the diversity of product categories, from fresh and ultra-fresh to prepared foods.

From both a back-end and customer-facing perspective, the single biggest omnichannel challenge is inventory management. Ensuring accurate and real-time inventory visibility across all sales channels is critical. Customers expect consistency; if a product is visible online, it must be available. Preventing customers from encountering out-of-stock items on digital platforms is essential to delivering a reliable omnichannel experience and maintaining long-term customer trust.”

“We Apply Artificial Intelligence Only When It Makes Sense”

Marcin Piekarczyk answered the question, “How do you balance process maturity with AI-driven automation to avoid increasing digital complexity rather than reducing it?” as follows: “The answer to this question is quite simple: we apply artificial intelligence only when it makes sense. There is a growing tendency in the market to introduce artificial intelligence for the sake of artificial intelligence, rather than to solve real problems.

At Ghassan Aboud Holding and Grandiose, we always start by clearly defining the problem, then building a business case. Only after that do we decide whether artificial intelligence, or any other technology, is the right solution. I call this approach ‘AI with purpose.’ Strong process discipline must always come first; otherwise, technology increases complexity instead of reducing it.”

“Our Focus Is on Targeted Experiments in Areas Such as Demand Forecasting and Replenishment”

In response to a question about the role of technology and artificial intelligence in building resilience, risk anticipation, and continuity across logistics and inventory networks, given the vulnerabilities in global supply chains, Piekarczyk stated that technology and artificial intelligence play an important role in reducing risk across supply chains and said:

“They enable better anticipation of demand volatility and potential supply shortfalls, help identify risks earlier, and support the evaluation of alternative scenarios and workarounds before disruptions impact operations or customers. That said, we are still in the early stages of adopting advanced artificial intelligence capabilities in supply chain management. Today, our focus is on targeted experimentation in areas such as demand forecasting and replenishment, where value can be tested and measured pragmatically. More advanced applications, such as predictive risk modeling and dynamic network optimization, remain firmly on our radar as future opportunities, to be pursued as our data maturity and operational readiness continue to evolve.”

“Without In-House Technical Expertise, Even the Most Sophisticated External Resources Cannot Deliver Meaningful Value”

Piekarczyk also answered the question, “When implementing artificial intelligence and digital solutions, how do you decide between in-house development, third-party platforms, or strategic partnerships?” as follows: “There is no single right or wrong approach; it largely depends on overall strategy and how you manage your profit and loss structure. Regardless of the model, it is critical to have in-house technical expertise capable of understanding business requirements, defining needs, and evaluating architecture. Without this capability, even the most sophisticated external resources cannot deliver meaningful value.”

He continued: “In practice, we often adopt a hybrid model. Certain strategic artificial intelligence initiatives, such as the GrandChef project with Microsoft, are managed through close partnerships. At the same time, other operational and development work is handled in-house or outsourced depending on complexity and scale. This hybrid approach allows us to balance control, cost, speed, and innovation, while ensuring that core knowledge remains within the organization.”

  • Beyond cost savings, which KPIs or metrics best indicate that a digital or artificial intelligence initiative in logistics or operations is truly successful?

Marcin Piekarczyk: I typically focus on two key metrics. The first measures overall business impact, such as incremental revenue generation or cost savings achieved. The second evaluates the success of the initiative within the broader context of digital transformation, specifically adoption and usage. If a solution is not actively embraced and used by business units and stakeholders, then it has not truly succeeded, regardless of how advanced the technology may be.

  • Digital transformation ultimately depends on people. What skills and leadership capabilities do you believe are most critical for CIOs and technology leaders operating in logistics-heavy retail environments?

Marcin Piekarczyk: I would describe it as a combination of technical expertise and business acumen. A successful leader must understand the technical aspects of digital initiatives while also appreciating their impact on the business, the profit and loss structure, and overall profitability. Technical knowledge alone is not sufficient. In addition, strong influencing and change management skills are essential. Innovation is inherently about change, and people naturally resist change. Being able to guide, inspire, and align teams through transformation is just as important as delivering the technology itself.

  • Looking toward the next 3–5 years, which technological or artificial intelligence–driven shifts do you believe will have the greatest impact on logistics and supply chains in the Middle East?

Marcin Piekarczyk: We will see further automation across logistics and supply chains, starting with predictive demand planning and extending to increased automation in fulfillment centers. Companies that successfully combine artificial intelligence, real-time visibility, and advanced analytics with strong data foundations and operational discipline will gain a decisive advantage in efficiency, resilience, and customer experience.

How VTEX is Preparing MENA Brands for The Future of E-Commerce?

VTEX

VTEX, one of the platforms shaping the future of commerce in the digital world, is gaining attention for its solutions that help brands overcome challenges. Prakash Gurumoorthy, General Manager of VTEX EMEA-APAC, was interviewed by WORLDEF E-COMMERCE, where he discussed the operational fragmentation that MENA brands face and how it can be minimized.

VTEX offers a strong foundation for growth and operational efficiency by unifying all of a brand’s commerce operations on a single enterprise-grade platform. In this interview, Gurumoorthy shares VTEX’s vision for the future, covering everything from the flexibility that composable commerce provides to the role of artificial intelligence in commerce operations.

“VTEX Unifies All Commerce Operations for Brands on a Single Enterprise-Grade Platform”

Prakash Gurumoorthy explained how VTEX helps brands overcome the challenges they face: “Across MENA, many consumer and retail brands are scaling rapidly, but often on top of fragmented systems with separate platforms for e-commerce, marketplaces, physical stores, and fulfillment. This fragmentation creates operational risk, limits visibility, and slows decision-making at the exact moment when speed and reliability matter most. It also increases a retail brand’s total cost of ownership.

VTEX solves this problem by unifying all commerce operations on a single, enterprise-grade platform. We work with retailers and manufacturers that require real-time inventory visibility, consistent execution across channels, and confidence that their operations will hold up as volume and complexity increase. VTEX achieves all of this with the lowest total cost of ownership for enterprise brands. In practice, this reduces operational friction and allows teams to focus on growth instead of system maintenance, giving brands confidence that their commerce foundation can support both current demand and future expansion.”

“Composable Commerce Offers Brands the Ability to Make Choices Without Creating Chaos”

Discussing the composable platform structure, Gurumoorthy said, “Composable commerce is about giving brands the ability to make choices without creating chaos. Instead of locking everything into one rigid system, VTEX provides a core commerce platform that integrates seamlessly with other best-in-class technologies. For brands in MENA, this is particularly valuable because many already have significant investments in ERP, payments, logistics, or customer data platforms. VTEX allows them to build on these investments rather than replace them. Brands can adapt their front-end experiences, launch new channels, or enter new markets without disrupting core operations. This flexibility fosters innovation while keeping the platform stable and secure at scale.”

Turning Technological Investments Into Strategic Assets

When asked about how the VTEX platform turns “technological investments into strategic assets,” Gurumoorthy shared the following: “Technology becomes a strategic asset when it helps the business move faster and make better decisions, not when it simply ‘runs the shop.’ With VTEX, brands gain centralized data, real-time operational visibility, and consistent workflows across channels.

This enables leadership teams to understand what’s happening in the business and act quickly, whether that’s optimizing assortment, adjusting fulfillment strategies, or launching new customer experiences. In practice, we see brands move from reactive operations to proactive, insight-driven commerce. This is where technology starts contributing directly to long-term competitiveness.”

“Customers Expect Consistency, Speed, Transparency, and Reliability”

“Whether shopping online, in-store, or through marketplaces, customers expect consistency. They also expect speed, transparency, and reliability,” said Prakash Gurumoorthy. “VTEX helps brands meet these expectations by providing a unified commerce foundation. Instead of managing each channel separately, brands can orchestrate the entire customer journey from a single platform. This makes it easier to introduce services like click-and-collect, ship-from-store, or localized assortments without operational complexity.”

Gurumoorthy continued, “Standing out today is more about execution than flashy features. Winning brands are those that deliver consistent experiences and adapt faster than competitors. VTEX makes this possible by reducing operational friction. When teams spend less time managing systems, they can focus more on customer experience, merchandising, and growth initiatives. We clearly see this with enterprise brands that operate across multiple markets and channels. This operational excellence becomes a real differentiator over time.”

“Brands with Flexible Yet Stable Commerce Infrastructures Are Ready for Growth”

Addressing the future of commerce in the region, Gurumoorthy said, “Future-proofing is less about chasing the next trend and more about building a commerce infrastructure that can absorb change without disruption. Many brands in the MENA region are scaling across markets, channels, and customer segments, and they need platforms that remain reliable as complexity increases. What we see in practice is that brands with a flexible yet stable commerce backbone are better positioned to grow over the next three to five years because their technology supports long-term decision-making rather than short-term fixes.”

“AI Must Be Reliable, Measurable, and Aligned with Operational Realities”

So, what is VTEX’s strategy with artificial intelligence? Gurumoorthy said, “VTEX approaches AI as a practical capability embedded directly into commerce operations, not as a standalone or experimental layer.” He shared, “Our focus is on AI-managed services that support tangible business outcomes, such as search, recommendations, merchandising, content creation, and advertising. These capabilities are designed to operate at enterprise scale and integrate into daily workflows, helping brands simplify complexity and improve efficiency. From a customer perspective, the value of AI lies in reliability and governance. AI must be trusted, measurable, and aligned with operational realities, rather than adding unpredictability to already complex commerce environments.”

VTEX’s Global Objectives

Finally, Prakash Gurumoorthy discussed the company’s global objectives: “VTEX’s global goals are defined around becoming the backbone for connected commerce, supporting both physical and digital orders through a unified, enterprise-grade platform. Our core ambitions are to establish our global commerce authority trusted by CIOs and CEOs, continue delivering world-class reliability, security, and operational efficiency, and enable brands to operate with less friction while scaling across markets and channels. For customers, this translates into confidence that the platform they choose today will continue to support their business as it evolves.”

Dubai CommerCity Partners with VTEX to Accelerate Digital Commerce Innovation Across the UAE and GCC

The Role of AI and Human Balance in Recruitment Processes in MENA

AI

Digital transformation and artificial intelligence (AI) are reshaping workforce dynamics in the MENA region. Arda Atalay, LinkedIn’s Regional Director, evaluated the rise of new job roles, recruitment trends, and the impact of technology on recruitment processes in MENA’s digital economy for WORLDEF E-COMMERCE. Particularly, the sustained recruitment momentum and the use of artificial intelligence in the United Arab Emirates are creating a significant transformation in the region’s workforce strategies. Atalay also discussed how this transformation will adapt the workforce and shape new skill requirements. Arda Atalay’s vision provides an inspiring perspective on MENA’s digital future.

“Recruitment Momentum Continues Steadily in the UAE”

Arda Atalay, LinkedIn’s Regional Director

Arda Atalay referred to the structural changes brought about by the digital economy in the MENA region, stating, “The most visible structural shift is the increasing importance given to digital-centered roles, especially in markets like the UAE where recruitment momentum continues steadily. In November, recruitment in the UAE increased by 2.3% year-on-year, reinforcing the country’s position as one of the more resilient labor markets in EMEA–LATAM. This growth is driven by sectors at the heart of the digital economy and platform-based expansion.

The strongest demand is seen in Education (+15.7%), followed by Technology, Information and Media (+12.7%), Real Estate and Equipment Rental Services (+11.7%), and Retail (+10.7%). This table shows an increased demand for talent in both knowledge-based sectors and consumer-focused, e-commerce-driven ecosystems. As of November 2025, hybrid roles account for 17.9% of job listings in the UAE, but only 8.0% of applications,” he said.

“89% of C-Level Participants Trust Artificial Intelligence in the Workplace”

“As artificial intelligence, automation, and data analytics are integrated into daily operations, expectations for both leadership and mid-level talent are rising; mastery of AI is becoming a core competency for performance, decision-making, and competitiveness,” said Atalay, continuing, “In the UAE and Saudi Arabia, trust at the C-level leadership is notably high: 89% of C-level participants report feeling secure about using AI in the workplace. This shows that senior leaders are expected not only to understand AI but also to actively promote its adoption, using it to accelerate decision-making, improve strategic foresight, and enhance organizational efficiency.”

Atalay also shared, “At the mid-level, expectations are shifting from ‘awareness’ to practical competency. 86% of mid-level managers and professionals report feeling secure about using AI in the workplace; however, this confidence is more concentrated at the mid-level: 34% feel very secure, and 52% feel somewhat secure. This indicates that the workforce is generally interacting with AI, but deeper competencies are still being developed.”

“38% in the UAE are Learning In-Demand Skills like Artificial Intelligence”

Atalay noted a clear shift towards skill-focused mobility and cross-sector repositioning among job seekers in the UAE and Saudi Arabia, saying, “This reflects that talent flows in MENA are being shaped by digital transformation. In the UAE, 38% are learning in-demand skills like AI, 36% are enhancing their resumes and LinkedIn profiles; in Saudi Arabia, 29% are developing skills, and 27% are updating their professional profiles. In both markets, career strategies are expanding beyond traditional paths: 34% of job seekers in the UAE and 30% in Saudi Arabia are seeking jobs outside their current sectors.

Moreover, 32% in the UAE and 30% in Saudi Arabia are utilizing AI tools during their job search. Despite this, core behaviors remain important, such as networking (28% in the UAE; 24% in Saudi Arabia) and interview preparation (22% in both countries). In the UAE, there are signs of a shift in preferences post-pandemic; 25% of participants are considering face-to-face roles for the first time since COVID.”

“Access to Opportunities through Digital Networks is Becoming More Democratic”

Atalay mentioned that historically, recruitment in MENA has been based on both official qualifications (academic credentials and work experience) and personal relationships, stating, “However, with the transformation driven by AI, the evolution of roles is increasing the need for both AI and social skills, which has led to a growing focus on skills in recruitment processes. Notably, in both the UAE and Saudi Arabia, 74% of participants believe online professional platforms offer fairer opportunities. This indicates that digital networks are democratizing access to opportunities while preserving the relationship-building culture valued by professionals.”

Talent Intelligence, Search, and Strategic Growth

Atalay remarked, “More than 70% of HR professionals in the UAE and 80% in Saudi Arabia feel they need to make decisions faster than ever to succeed in their jobs. In contrast, 50% and 38%, respectively, say that decisions are accumulating faster than they can act on them.”

He added, “The need for speed does not eliminate the importance of thoughtful decision-making: Nearly half of HR leaders in the UAE and Saudi Arabia report spending more time on assessment than on execution. This shows they are balancing urgency with accuracy. Rather than becoming overwhelmed, HR teams in the region are turning this challenge into an opportunity. In both countries, around 80% are seeking AI training to manage the increased workload.

This indicates a strong appetite for tools that speed up routine tasks while leaving room for human judgment. In line with LinkedIn’s forecasts, the future of work is not about competition between humans and AI but collaboration between them. The real opportunity lies in creating a balanced partnership, and this is particularly evident in our region, where there is a strong focus on human decision-making and relationship-building skills while rapidly adopting AI tools.”

“Leaders Are Benefiting from AI in Recruitment Processes Without Losing the Human Touch”

“Atalay explained that the leaders he spoke with are using AI to accelerate and streamline recruitment processes, but without losing the human touch that defines the way we work.” He continued, “This is exactly why we developed LinkedIn’s newest talent agent, Hiring Assistant. This tool is designed to take over repetitive and time-consuming tasks that slow down recruiters, allowing them to focus on connecting, advising managers, and creating strong candidate experiences.

When introducing this tool to HR teams, I show how simple it is: once a job description and notes are uploaded, Hiring Assistant instantly turns it into role competencies and a candidate pool. It also incorporates past applications via the Recruiter System Connect and continuously learns from recruiter feedback. Over time, it adapts to the preferences, practices, and cultural nuances of each recruiter, instead of imposing a one-size-fits-all approach.”

“Talent is the Most Critical Competitive Advantage in Business”

Atalay concluded with this assessment: “In the MENA digital economy beyond 2026, competitiveness will depend on how well employees and organizations adopt and adapt to AI, prioritize continuous digital skill development, embrace flexible working models, and develop human competencies supported by data-driven workforce strategies.

The paradox I observe in the strong and resilient Gulf economies is not a challenge to overcome but a strength to build upon. While other regions debate whether to trust AI or intuition, we have already found the balance point. We are using technology to accelerate processes while maintaining the cultural depth that defines our way of working. Tools like LinkedIn Hiring Assistant show how this can be practically achieved.

The human-AI balance is crucial because talent decisions shape not only individual companies but also the growth of entire economies. It has become clear in recent years that talent is the most critical competitive advantage for businesses to win in the rapidly evolving business world. As global competition for skills intensifies, our ability to leverage AI without overlooking the human element could provide MENA with an advantage that few other regions can replicate.”

Türkiye and the UAE: From Strategic Alignment to Digital Integration

UAE

In this interview, we had the privilege of speaking with H.E. Mr. Lütfullah Göktaş, Ambassador of the Republic of Türkiye to the United Arab Emirates. We are grateful for his time and for sharing his thoughtful perspectives on the evolving Türkiye–UAE relationship. The conversation offers valuable insights into strategic partnership, digital trade, investment, and technological cooperation, while highlighting how shared visions and complementary economic strengths are shaping a deeper and more resilient bilateral framework.

UAE–Türkiye Strategic Outlook

The UAE and Türkiye have deepened their economic relationship significantly in recent years. How does the UAE view Türkiye as a partner in digital trade and the new economy?

I can approach this question from both perspectives because the viewpoints of Türkiye and the UAE are quite similar. Both nations view each other as beacons of stability in a volatile region. This alignment is not limited to the political sphere; it extends to financial, commercial, and investment sectors, where Türkiye and the UAE support one another’s endeavors and complement their respective future visions.

His Excellency President Recep Tayyip Erdoğan and His Highness President Sheikh Mohamed Bin Zayed Al Nahyan agreed to elevate Türkiye-UAE relations to the level of strategic partnership in 2023. The first meeting of the “High-Level Strategic Council” convened in Ankara last July, resulting in the signing of seven agreements, primarily in the fields of investment and economics.

The signing of the Comprehensive Economic Partnership Agreement (CEPA) in 2023 stands as the most robust testament to the flourishing relations between Türkiye and the UAE. Facilitated by the favorable environment created by this agreement, our bilateral trade volume doubled in 2023, exceeding $20 billion. In the following years, as UAE Minister of Foreign Trade His Excellency Thani Al Zeyoudi has stated, bilateral trade figures have reached even higher milestones, surpassing $40 billion.

Bilateral investments have become another cornerstone of our developing economic ties. Turkish companies have undertaken 149 projects worth $17.7 billion, making the UAE the 10th most important country globally for Turkish international contracting services.

These figures serve as concrete evidence of the complementary and mutually beneficial nature of the Turkish and Emirati economies. Our strategic partnership, expanding across commercial, investment, and financial fields, generates fruitful outcomes not only for our two nations but for the wider region and beyond as well. Rooted in the mutual benefit of the two countries and strategic visions of His Excellency President Erdoğan and His Highness President Sheikh Mohamed, our collaboration paves the way for a stable and secure future in a world where volatility and uncertainty have become the new norm.

What distinguishes Türkiye as an attractive destination for UAE investors and tech-driven companies?

Türkiye’s attractiveness for UAE investors lies in the rare convergence of scale, capability, and strategic geography—a combination that few markets currently offer in one package.

Türkiye is one of the largest consumer markets in its wider region, with over 85 million people, high digital adoption, and a consumption profile that supports rapid scaling of platforms, marketplaces, and digital services. For UAE investors accustomed to building regional champions, Türkiye provides both a substantial domestic base and a springboard to adjacent markets.

Türkiye has evolved into a production-plus-technology economy, rather than a purely consumption-driven one. Unlike many emerging markets, Türkiye combines advanced manufacturing, strong industrial supply chains, and a growing software and digital services layer. This allows UAE tech-driven companies not only to sell into Türkiye, but to build, test, and export from Türkiye, particularly into Europe, MENA, and Central Asia.

Thirdly, cost-efficiency with sophistication is a major differentiator. Türkiye offers globally competitive engineering, product, and operations talent at costs that remain attractive compared to Western Europe or even parts of Eastern Europe. For UAE investors facing rising global tech costs, Türkiye represents a market where capital can be deployed more efficiently without sacrificing quality or execution speed.

Another critical factor is geostrategic positioning. Türkiye sits at the intersection of multiple trade corridors and time zones, enabling near-real-time operational overlap with Europe, the Gulf, and Asia. For UAE companies building cross-border platforms—whether in e-commerce, fintech, logistics, or SaaS—this makes Türkiye an ideal operational and regional coordination hub.

Finally, there is a strategic alignment of long-term visions. UAE investors increasingly favor partnerships that deliver technology transfer, ecosystem development, and regional integration rather than short-term financial returns. Türkiye’s policy focus on high-value foreign direct investment, digitalization, and export-oriented growth resonates strongly with this approach.

In summary, Türkiye stands out not because it offers a single advantage, but because it brings together scale, talent, industrial depth, and regional reach in a way that aligns naturally with the UAE’s ambition to build globally competitive, tech-enabled platforms.

CEPA & Digital Market Integration

How do you see CEPA transforming bilateral e-commerce flows, especially by lowering barriers and enabling faster cross-border transactions?

The Türkiye-UAE Comprehensive Economic Partnership Agreement (CEPA) represents a key driver in accelerating bilateral e-commerce. By reducing regulatory and operational barriers, simplifying customs processes, and enhancing transparency, CEPA lowers the cost and complexity of cross-border online trade. This is especially impactful for small and medium-sized enterprises and digital startups, enabling them to access each other’s markets more easily while benefiting from Türkiye’s strong production and e-commerce capabilities and the UAE’s role as a global logistics and fintech hub.

At the same time, CEPA facilitates faster and more secure cross-border transactions by improving trade facilitation, logistics efficiency, and digital trade frameworks. Clearer rules on electronic payments, data flows, and consumer protection help build trust and encourage businesses to scale their operations with confidence. Beyond increasing transaction volumes, the agreement lays the foundation for a deeper digital partnership, positioning Türkiye and the UAE to strengthen regional e-commerce connectivity and jointly expand into third markets.

UAE Investments in Türkiye

Türkiye investments in UAE continue to grow across different sectors. What long-term strategic priorities guide these investments?

I can name multiple priorities. Nevertheless the most significant ones are: Strengthening the mutual development in the fields not only crucial for today, but also for the future; empowering the stability to foster a fertile environment for our business people to grow, cooperate and support our industries to innovate products for the benefit of the third parties; and last but not least, collaborate in the future technologies that will generate outcomes beneficial not only for Türkiye and the UAE, but also for the whole world.

In this respect, I can proudly state that we have already made significant progress towards these objectives. Currently, there are multiple data center projects in which UAE initiatives are investing in Türkiye. Simultaneously, Turkish companies are undertaking the Dubai Metro Blue Line project. DP World and AD Ports are leveraging Türkiye’s strategic location by collaborating with their Turkish partners on long-term logistics investments. Additionally, our multilateral cooperation with Iraq and Qatar on the “Development Road Project” elevates our solidarity to a playmaker position and is redefining the rules of global supply chain routes.

However, these are merely the first steps of our robust cooperation. We still have a long way to go and significant potential to fulfill in sectors such as tourism and hospitality, pharmaceuticals, manufacturing, food and agriculture, and advanced technologies and so on. Thanks to the cordial mutual relations between our Presidents, we are working diligently to pave the way for our business leaders, assisting them in carrying the flag of both nations in the field of economic diplomacy.

How do UAE companies perceive Türkiye’s digital infrastructure, talent pool, and entrepreneurial ecosystem?

UAE companies generally view Türkiye’s digital infrastructure as reliable, evolving, and capable of supporting long-term growth. The country has made steady progress in digital connectivity, payments systems, and technology adoption, which provides a supportive framework for modern business operations and cross-border collaboration.

Türkiye’s talent pool is widely recognized as one of its key strengths. The availability of well-educated, adaptable, and internationally experienced professionals contributes significantly to investor confidence. This human capital, combined with a strong culture of entrepreneurship, supports innovation and encourages the development of new business models and partnerships.

From the perspective of UAE companies, Türkiye’s entrepreneurial ecosystem reflects a growing maturity. It demonstrates not only creativity and ambition, but also an increasing capacity to scale and integrate with regional and global markets. This makes Türkiye a natural partner for UAE businesses seeking to expand their regional footprint through cooperation rather than competition.

E-Commerce Ecosystems & Private Sector Cooperation

What opportunities exist for collaboration between e-commerce platforms in the UAE and Turkish sellers looking to scale regionally?

The UAE’s advanced marketplaces, digital infrastructure, and logistics capabilities provide an ideal gateway for Turkish businesses to access wider regional markets, enabling faster entry, efficient fulfillment, and improved delivery performance. Through partnerships in areas such as seller onboarding, digital payments, marketing, data analytics, and shared fulfillment solutions, Turkish companies can scale more effectively while UAE platforms diversify their offerings with high-quality Turkish products. These collaborations go beyond immediate commercial gains, contributing to a more integrated and resilient regional e-commerce ecosystem that benefits both countries.

Innovation, Logistics & New Economy Sectors

With the rise of AI, last-mile delivery innovations, and digital logistics corridors, how do you see the next stage of UAE–Türkiye cooperation unfolding?

The next stage of cooperation between the United Arab Emirates and Türkiye will be shaped by a shared understanding that technology is a key enabler of sustainable economic partnership. As global trade becomes increasingly digital, both countries recognize the importance of aligning their strengths to support innovation, efficiency, and inclusive growth.

Artificial intelligence will sit at the center of this transformation. Ongoing data center investments by UAE players including G42’s Khazna, Gulf Data Hub’s Castle Investments and Damac’s Edgnex combined over USD 1 billion is a great testament of how AI will shape the future of this rapid transformation.

In this context, advances in artificial intelligence, digital logistics, and smart delivery solutions should be viewed not merely as technological developments, but as tools that deepen economic connectivity between our two nations. These technologies allow businesses—large and small—to operate more efficiently, reach new markets, and respond more effectively to changing consumer expectations.

The UAE and Türkiye are well positioned to complement one another. The UAE’s role as a regional logistics and digital commerce hub, combined with Türkiye’s strong production capacity and growing digital capabilities, creates a natural foundation for closer cooperation. Together, we can work toward trade corridors that are not only faster, but also more transparent, reliable, and resilient.

Importantly, this next phase of cooperation will be inclusive. By improving digital and logistics infrastructure, we are creating opportunities not just for major companies, but also for small and medium-sized enterprises to participate more actively in cross-border trade. This supports job creation, entrepreneurship, and long-term economic stability in both countries.

Looking ahead, UAE–Türkiye collaboration in digital trade and logistics reflects a broader commitment to partnership, openness, and shared prosperity. By continuing to engage in dialogue, align standards, and encourage collaboration between our private sectors, we can ensure that technological progress translates into tangible benefits for our economies and our people.

The next phase of UAE–Türkiye cooperation will focus on deeper technological and logistical integration. Advances in artificial intelligence create strong potential for joint efforts in areas such as enhanced customer experiences, while innovation in last-mile delivery through smart systems in warehousing and delivery models will improve efficiency and resilience. At the same time, developing digital logistics corridors with real-time data sharing and faster customs processes will further strengthen bilateral trade. By aligning standards and promoting public-private collaboration, Türkiye and the UAE can build seamless supply chains that connect multiple regions and position both countries as leaders in digital trade and smart logistics.

What role do events like WORLDEF Dubai 2026 play in bringing the two economies closer together in e-commerce, innovation, and investment?

They play an important role in strengthening ties between our two economies by creating a shared platform for collaboration in e-commerce, innovation, and investment. By bringing together policymakers, industry leaders, startups, and investors, these gatherings encourage the exchange of expertise, showcase new technologies, and help align strategic priorities. They also translate dialogue into tangible partnerships, offering Turkish companies greater access to regional capital and markets while enabling UAE stakeholders to engage directly with Türkiye’s dynamic digital and production ecosystems. In this way, such events function as strategic connectors that deepen bilateral cooperation and accelerate cross-border growth.

WORLDEF DUBAI 2026 opened its doors: 18 thousand participants from 80 countries met in Dubai for e-commerce!

The Fastest-growing E-commerce Platform in the Balkans: Ananas.rs

The fastest-growing e-commerce platform in the Balkans: Ananas.rs

Continuing its rapid growth in the Balkans, the Serbia-based online marketplace Ananas.rs offers hundreds of thousands of products to online consumers in Serbia, North Macedonia, Montenegro, and Bosnia and Herzegovina. The marketplace also aims to expand to other European countries. By setting its regional strategies on technological infrastructure, logistics, partner integration, and artificial intelligence, Ananas.rs positions itself as “the first true regional e-commerce ecosystem in the Western Balkans.”

We spoke with Sandra Dordevic, Head of Cross-Border E-Commerce at Ananas.rs, about the story of Ananas.rs. Dordevic stated

Sandra Djordevic – Head of Cross-Border E-Commerce

that they continue to expand with the goal of “positioning Ananas as a regional champion and preparing for entry into EU markets.” She also made essential remarks on a range of topics, from the development of e-commerce in the Balkans to the challenges of logistics.

Ananas.rs lists more than 1,000,000 products in four markets

Positioned as “the fastest-growing e-commerce platform in the Balkans,” Ananas.rs was founded in Serbia in 2021 as part of Delta Holding, the largest holding company in the Adriatic region. As part of the digital transformation strategy, Ananas was launched as a major project aimed at redefining online shopping. The platform itself was developed in record time, in just nine months, and officially launched in February 2022.

From the very beginning, Ananas.rs was recognized as “one of the most ambitious corporate start-up projects in Southeast Europe.” It brought together an international team of experts with experience from companies such as Amazon, Google, and Mercado Libre. In less than three years, Ananas succeeded in building a complete business ecosystem by combining its own retail operations, a state-of-the-art 10,000 m² e-fulfilment centre, AdTech and FinTech solutions, and a strong online marketplace.

Today, the platform operates in four markets, with more than 3,000 active sellers offering over 1,000,000 products to customers. This year, Ananas also launched the Ananas Seller Academy, the first online e-commerce educational center in the region. Achieving this level of scale in such a short time validates Ananas’s mission: to revolutionize online shopping in the Balkans by offering customers maximum choice and delivering the best possible user experience.

Targeting EU markets!

Sandra Dordevic, Head of Cross-Border E-Commerce at Ananas.rs, said that since 2022, Ananas has quickly established itself as the leading e-commerce platform in the Serbian market. Building on this success, in 2023, they expanded regionally by launching Ananas.mk and thereby entered the North Macedonian market. Dordevic stated that in 2024, they simultaneously expanded their operations to Montenegro and Bosnia and Herzegovina. She noted that during this six-month expansion project, they prepared infrastructure, logistics, and partner integration.

Sandra Dordevic continued: “As a result, both Ananas.me (Montenegro) and Ananas.ba (Bosnia and Herzegovina) were successfully launched within the same month. This marked an important milestone in our regional strategy. The simultaneous launch proved that our model is scalable and adaptable and reinforced our role as the first true regional e-commerce ecosystem in the Western Balkans. Looking ahead, our long-term strategy is clear: to position Ananas as a regional champion and to prepare for expansion into EU markets.”

“Strong local and regional champions are emerging in the Balkans”

Dordevic also evaluated the development of e-commerce in the Balkans: “E-commerce in the Balkans is growing rapidly, but it is still at an early stage compared to Western Europe and more mature markets. Instead of being dominated by global players, strong local and regional champions are emerging. As consumers gain trust in online payments, merchants are quickly digitalizing, and logistics is steadily improving. For Ananas, the Balkans represent a region full of potential. In just three years, we have proven that a regional platform can scale quickly, onboard thousands of sellers, and offer a million products. Innovations in logistics and technology – such as fulfillment centers and flexible delivery options – play a key role in enhancing the customer experience and building long-term trust.”

“Customers now expect fast delivery as the standard”

We also asked Dordevic, “How do you see the future of the logistics sector in e-commerce?” She replied: “Logistics is the backbone of e-commerce, and the future of this sector will be shaped by speed, flexibility, and technology-driven efficiency. Customers no longer see fast delivery as a premium service; they now expect it as the standard. Same-day and next-day deliveries are increasingly becoming the norm, driving continuous innovation in the sector. In addition, we see flexible delivery models as important for the future. Customers want full control; they want to choose when, where, and how they receive their packages. Solutions such as automated parcel lockers, flexible pick-up points, and real-time delivery rescheduling are becoming essential. For example, at Ananas, we have introduced Paket Zones and Lockers to provide greater convenience and more delivery options to our users. Another important trend is the integration of artificial intelligence and data analytics into logistics. In addition, warehouse automation – from smart systems and sorting to robotic processes – will significantly transform the order fulfillment process.”

“We are fully committed to applying the AI-first approach”

On Ananas’s artificial intelligence strategies and solutions, Dordevic said: “As an AI-first and data-driven company, we are fully committed to applying the AI-first approach across all areas of our business.” She continued: “For us, artificial intelligence is the key to understanding user behaviour, anticipating market needs, and making faster, more accurate decisions. Artificial intelligence allows us not only to solve current challenges but also to think long-term about building a platform that constantly evolves and delivers the best possible customer experience. One example is Dynamic Yield, a tool that uses artificial intelligence to create real-time personalized shopping experiences. In addition, predictive algorithms help us forecast demand more accurately, while optimization models ensure that inventory is in the right place at the right time.”

Highlighting that artificial intelligence helps merchants improve the content of their listings – from product descriptions to images – thereby making their offers more visible and attractive to customers, Sandra Dordevic said: “In addition, artificial intelligence contributes to greater trust and operational efficiency. It strengthens transaction security through advanced fraud detection and supports automation across warehouse routing systems and customer support chatbots. In short, artificial intelligence is not just a tool for Ananas; it is the foundation of a smart, scalable, and customer-centric ecosystem.”

Challenges of logistics in the Balkans 

Sandra Dordevic also addressed the challenges of logistics in the Balkans and the solutions to them. Pointing out that logistics in the Balkans carries unique challenges, Dordevic said: “Unlike in Western Europe, where infrastructure is well integrated, in this region we face fragmented markets, different regulations, and uneven infrastructure development between countries. In addition, last-mile delivery remains costly and complex due to geography, dispersed populations, and traffic congestion in cities.”

Dordevic stated that Ananas responded to these challenges with a combination of innovation and investment: “We built our own 10,000 m² e-fulfillment center to centralize and streamline operations, ensuring the smooth flow of goods from sellers to customers. We introduced Paket Zones and Lockers to provide customers with flexible and convenient pick-up options, thereby reducing inefficiencies in the last mile. Our proprietary Anapak software uses artificial intelligence to automatically allocate the most suitable courier in real time, optimizing cost and speed. At the regional level, we are developing cross-border logistics models that simplify customs procedures and accelerate flows between the Western Balkans and the rest of the world. This is a long journey, and we are only at the beginning, but we believe it is the key to unlocking the full potential of e-commerce in our region.”

“We see MENA as a natural direction for our long-term growth”

Finally, Sandra Dordevic, Head of Cross-Border E-Commerce at Ananas.rs, spoke about their goals regarding the MENA region. “Our goal is to build partnerships with regional players and explore opportunities for cross-border e-commerce flows. We also see MENA as a natural direction for our long-term growth,” Dordevic said, and concluded:

“The MENA region is highly attractive to us, both because of its rapidly growing e-commerce markets and its strategic trade connections with Europe, and we see it as a natural direction for our long-term growth. With our strong marketplace model, fulfillment infrastructure, advanced logistics solutions, and AI-powered merchant tools, we can create value for both customers and sellers in MENA markets. At the same time, many companies in the MENA region are looking for reliable entry points into Southeast Europe, and Ananas can serve as that bridge between the Balkans and MENA. This is a logical step in our vision to transform Ananas from a regional champion into a platform with international reach.”

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