E-Commerce News & Trends

Ferrari and Rakuten Form Global Partnership for 2027

Ferrari has signed a multi-year global partnership with Japanese technology group Rakuten, set to begin on January 1, 2027. Under the agreement, Rakuten will become a team partner of Scuderia Ferrari HP in the telecommunications and e-commerce categories. The collaboration marks the first time a Japanese company will serve as a partner of the team in these two categories.

Rakuten Branding Will Appear on Ferrari Cars and Driver Suits

As part of the partnership, the Rakuten logo will appear on Ferrari Formula 1 cars, driver suits, and across various team working areas. The financial value of the agreement was not disclosed by the parties. While Rakuten operates across different fields such as e-commerce, financial services, and mobile communications, the new partnership will increase the company’s global visibility through Formula 1.

E-Commerce Collaboration Will Extend Beyond the Track

The agreement with Ferrari is planned to go beyond sponsorship visibility. In addition to its own digital ecosystem and e-commerce operations, Rakuten will explore new international business opportunities for Rakuten Symphony, which provides open network solutions for telecom operators and enterprise customers. The Formula 1 platform is expected to be used to establish new commercial connections and showcase the company’s technological capabilities.

Rakuten Chairman and CEO Mickey Mikitani stated that the partnership will provide a global platform to bring the company’s technological capabilities, digital ecosystem, and membership experiences to millions of Formula 1 and Ferrari fans around the world.

Ferrari Partnership Will Support Rakuten’s Global Technology Network

Ferrari Chief Racing Revenue Officer Lorenzo Giorgetti stated that the digital ecosystem built by Rakuten offers technological capabilities that can create new areas of value beyond the track. From 2027 onward, the two companies will evaluate new collaboration opportunities across different sectors, particularly e-commerce and telecommunications.

Rakuten Integrates Artificial Intelligence into Online Retail

Rakuten is also expanding its artificial intelligence investments across its e-commerce and retail operations. At the beginning of 2026, the company integrated an artificial intelligence tool called “Rakuten AI” into the Rakuten Ichiba mobile application. The system analyzes user needs through text, voice, and images and provides personalized product recommendations from approximately 500 million products. Separate from the Ferrari partnership, this artificial intelligence application forms part of Rakuten’s technology investments within its e-commerce ecosystem.

Qatar Launches a New Licensing Era in E-Commerce: Covers 194 Commercial Activities

Qatar has introduced a new E-Commerce License system that digitalizes the establishment and operational processes of e-commerce businesses. Announced by the Ministry of Commerce and Industry, the system allows designated commercial activities to be carried out entirely online without the requirement for a physical business location. The regulation creates a new licensing structure for businesses within the country’s e-commerce and digital retail ecosystem.

E-Commerce License in Qatar Covers 194 Activities

The new system was introduced under Decision No. 25 of 2026, issued by Minister of Commerce and Industry Sheikh Faisal bin Thani bin Faisal Al Thani. Qatar’s Ministry of Commerce and Industry announced that the license covers 194 approved commercial activities and that applications can be submitted electronically. The application fee set for the E-Commerce License is 500 Qatari riyals.

According to the regulation, businesses must be registered in the commercial registry, specify the activity they will conduct, and obtain the necessary sector-specific permits. Companies operating through more than one website or electronic platform are expected to obtain a separate license for each platform. Under Qatar’s e-commerce system, licensed businesses are required to provide electronic payment options, display their commercial registration information, and clearly provide customers with information regarding products, services, consumer rights, and complaint procedures.

E-Commerce and Retail Businesses Are Moving to Digital Services

The new license was announced as part of the Ministry’s broader digital transformation program. Qatar has also updated the country’s Business Map service to make it easier for investors and businesses to access market data. The system offers search and analysis tools covering the distribution of commercial activities, businesses, and investment opportunities across different regions.

With the new services added to the Ministry’s mobile application, businesses can instantly generate eight different documents and certificates digitally. Renewal procedures for commercial establishments can also be completed online, from data verification to payment. These services move the administrative processes of e-commerce, traditional retail, and other commercial activities to digital channels.

Qatar Integrates Artificial Intelligence Solutions into Commercial Services

Artificial intelligence is also included in the digitalization program. In cooperation with Microsoft, the Ministry aims to establish the “AI Agents Factory” system to develop artificial intelligence solutions that will improve the efficiency and user experience of commercial services offered to the public. Through new applications ranging from the e-commerce license to digital investment services, Qatar continues to develop commercial transactions within a single digital ecosystem.

Qatar’s Digital Payments and E-Commerce Continue Strong Growth in 2026

European Parliament Gives Final Approval to E-Commerce Customs Reform

The European Parliament has given its final approval to the comprehensive reform of the European Union’s customs system. The regulation increases the responsibilities of platforms in e-commerce purchases made from outside the EU, introduces a new handling fee, and moves customs controls to a centralized digital infrastructure. The reform focuses particularly on cross-border e-commerce, retail, product safety, and the growing volume of low-value parcels.

European Parliament Introduces “Importer” Responsibility for E-Commerce Platforms

Under the new system, sellers and e-commerce platforms that sell products directly to European consumers from countries outside the EU will be considered importers. Companies will be required to provide the necessary data to customs authorities, pay or guarantee the relevant taxes and fees, and ensure that products comply with EU legislation. The European Parliament regulation also stipulates that these companies must be established in the EU or represented by an authorized economic operator.

New Handling Fee to Take Effect by November 1, 2026

A new handling fee will be applied to products ordered directly from online stores outside the EU. The amount of the fee will be determined by the European Commission and reviewed every two years. Member states will begin implementation no later than November 1, 2026. A lower handling fee may be applied to e-commerce deliveries made from products brought in bulk to warehouses within the EU.

This fee is applied separately from the €150 customs duty exemption that was abolished on July 1, 2026. For low-value imports, a temporary customs duty of €3 per item is in place until July 1, 2028. The regulation brings customs practices for direct imports through e-commerce closer to those applied to traditional retail imports.

European Parliament Introduces Penalties of Up to 6 Percent for Repeated Violations

Under the system approved by the European Parliament, companies that repeatedly violate customs obligations may face penalties ranging from 1 percent to 6 percent of the total value of goods they imported into the EU during the previous 12 months. Businesses with “Trust and Check” status that consistently comply with the rules will benefit from fewer physical inspections and greater flexibility in customs payments.

Artificial Intelligence to Be Used in Customs Controls

The EU Customs Data Hub, which will be established as part of the reform, will replace at least 111 customs IT systems currently used across Europe. The system will support the early identification of risks by analyzing trade data through machine learning and artificial intelligence. Under the structure approved by the European Parliament, the centralized data system will be managed by the new EU Customs Authority, headquartered in Lille. Use of the data hub will become optional in 2031 and mandatory in 2034.

The reform’s rapporteur, Dirk Gotink, described the regulation as the most comprehensive change to the European customs system since 1968. Gotink stated that customs authorities would gain stronger tools to deal with the high volume of e-commerce parcels. In the regulation, which had previously received final approval from the Council, the European Parliament vote marked the final stage of the legislative process.

EU’s €3 Customs Duty Halves Low-Value E-Commerce Parcels

EU’s €3 Customs Duty Halves Low-Value E-Commerce Parcels

Following the European Union’s new customs measure that entered into force on July 1, 2026, the number of e-commerce shipments valued below €150 fell by approximately 50%. Under the regulation, which removed the tax exemption for low-value goods arriving from outside the EU, a temporary €3 duty per item began to be applied. The measure particularly covers billions of small parcels sent to Europe from China-based e-commerce platforms.

Customs Data: 53% Decline in Belgium, 46% in the Netherlands

The number of low-value parcels in Belgium decreased by 53% compared with last year, while the Netherlands recorded a 46% decline, particularly in e-commerce shipments originating from China. The two countries handle approximately half of the low-value parcels reaching Europe from outside the EU. Dutch authorities stated that the decline may not be caused solely by weaker demand, noting that some companies are importing goods in bulk, moving them to warehouses within the EU, and selling them to consumers from there.

E-Commerce Shipments Reached 5.8 Billion in 2025

The rapid growth in e-commerce volume is behind the restructuring of the EU customs system. According to data from the EPP Group in the European Parliament, the number of low-value parcels reached 5.8 billion in 2025, with the daily average exceeding 16 million. Parliament negotiator Dirk Gotink stated that the €3 measure had significantly reduced the flow of parcels, but that the implementation of the new regulations needed to continue.

Single Data Hub and the Lille Era in the EU Customs System

Under the new reform, European customs operations are planned to be carried out through a centralized data infrastructure. The European Customs Authority, based in Lille, will coordinate cooperation among member states; risk-based controls will be increased, and the EU Customs Data Hub will bring information on e-commerce shipments together in a single system. The reform is expected to be formally approved by the European Parliament on September 16.

Artificial Intelligence Will Be Used to Control E-Commerce Products

The European Commission announced that artificial intelligence will also be used in the new digital customs infrastructure. AI will be used to analyze data entered into the system, monitor risks, and predict potential problems before products reach the EU. In this way, safety, regulatory compliance, and tax controls for e-commerce and retail products are intended to be carried out in a more targeted manner. The temporary €3 customs duty will remain in effect until July 1, 2028. After that date, standard tariffs based on product classification are expected to come into force, while the EU Customs Data Hub is also planned to begin being used for e-commerce operations during the same period.

The EU Has Launched a New Tax Era for Small Parcels in E-Commerce

Tourism in Dubai Is on the Rise Again: Nearly 7 Million Visitors Welcomed in Eight Months

Tourism in Dubai regained momentum in the first eight months of 2026, supported by a recovery in international visitor numbers and hotel performance. According to data from the Dubai Department of Economy and Tourism (DET), the city welcomed 6.97 million international overnight visitors between January and August. In August, around 869,000 visitors were recorded, marking the highest monthly figure since February.

Hotel Occupancy for Tourism in Dubai Rose to 66 Percent

Hotel occupancy increased to 66 percent in August, significantly above the 36 percent level recorded in March 2026. Hotels registered a total of 21.61 million occupied room nights in the first eight months of the year, while room inventory approached 149,000. Tourism in Dubai was supported by visitors from Western Europe, South Asia, Gulf countries, the CIS, and Eastern Europe. Western Europe accounted for 20 percent of total visitors.

Recovery Continues Despite Regional Developments

Following the impact of regional developments on global travel at the beginning of the year, the Dubai government announced an AED 2.5 billion package providing direct support to the tourism, hospitality, and entertainment sectors. Emirates restored 97 percent of its global flight network. Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing under DET, also stated that the results were supported by the efforts of industry partners, the city’s broad accommodation infrastructure, and diversified visitor markets.

Tourism in Dubai and Artificial Intelligence on the Agenda at ATM 2026

At Arabian Travel Market 2026, held at Dubai World Trade Centre from September 14 to 17, more than 115 tourism stakeholders in Dubai are joining DET. Under the Hosted Buyers Programme, more than 300 international travel professionals from over 40 countries are being hosted. The ATM programme, which includes more than 80 sessions, covers artificial intelligence, aviation, connectivity, tourist behaviour, investment, and industry resilience.

E-Commerce and Retail Are Becoming More Digital in Tourist Shopping

As tourism in Dubai recovers, the retail and e-commerce infrastructure for tourists in the UAE is also expanding. According to data from the Federal Tax Authority, the number of retail outlets connected to the Digital Tourist VAT Refund System reached approximately 19,340 by the end of June 2026. With Noon joining the system, tourists can also claim VAT refunds on eligible e-commerce purchases made while they are in the UAE.

The Dubai Department of Economy and Tourism also states that retail and commercial businesses can expand into digital channels under their existing licences. As e-commerce, digital shopping services, and retail activities expand within the visitor economy linked to tourism in Dubai, artificial intelligence and travel technologies are also among the key topics on the sector’s agenda at ATM 2026.

93% of Gulf E-Commerce Investments Went to Saudi Arabia

As of 2025, Saudi Arabia attracted approximately 93% of e-commerce investments across the Gulf Cooperation Council countries. This rate stood at 46% in 2021. The new data revealed the growth in e-commerce, retail, logistics, and digital infrastructure investments in the country.

E-Commerce Accounts for 11% of Gulf Retail

According to data shared during the “New Geography of Growth” session held in London in collaboration with the RLC Global Forum and Selfridges, e-commerce penetration in the Gulf retail sector stands at 11%. While e-commerce growth in the region is reported to be above the global average, investments are expanding not only into online retail but also into logistics, fulfillment, and digital infrastructure.

Consumer use of digital channels is also increasing in Saudi Arabia. According to the Saudi Internet Report published by the Communications, Space and Technology Commission, 76.9% of consumers in the country purchase products or services online. A total of 95.3% of online purchases are made through local retailers.

Regional Retail and Luxury Market Is Growing

Panos Linardos, Chairman of the RLC Global Forum, stated that growth opportunities are now distributed more unevenly across markets, sectors, and companies, while investments have become more selective. Linardos said that Gulf countries continue to strengthen their position in the changing global trade environment.

Deborah Aitken, Senior Retail Analyst at Bloomberg Intelligence, said that growth in the region is continuing, but is shifting toward different channels compared with the past. Aitken noted that the recovery in tourism may take longer, while domestic investment and the use of regional capital continue to grow. The Gulf is also strengthening its position in the luxury retail sector through strong domestic demand and increasing openness to global markets.

Artificial Intelligence Enters the Online Shopping Process

The region’s digital transformation is also being reflected in AI-powered shopping behavior. According to a study conducted by Tabby with more than 20,000 consumers in Saudi Arabia and the UAE, 43% of customers use artificial intelligence in their purchasing decisions. Among consumers aged 18–29, this rate rises to 51.8%.

As investments in e-commerce, digital payments, artificial intelligence, and logistics continue to expand, digitalization across the Gulf retail ecosystem is progressing, while Saudi Arabia continues to attract the largest share of e-commerce investments in the region.

Jordan Assumes Presidency of the Arab World’s E-Commerce and Financial Inclusion Group

Jordan has assumed the presidency of the E-Commerce and Financial Inclusion Working Group of the Arab Permanent Postal Committee (APPC). The decision was made during the APPC’s 49th meeting, held at the headquarters of the Arab League in Cairo. Under its new role, the country is expected to contribute to efforts in regional e-commerce policies, postal and logistics services, and financial inclusion.

Jordan Takes on a New Role in Regional E-Commerce Policies

According to a statement by the Telecommunications Regulatory Commission (TRC), the official delegation included representatives from the Commission and Jordan Post Company. The delegation was headed by TRC Secretary-General Dr. Nael Adwan. Adwan stated that Jordan’s election to the presidency of the working group reflects the country’s position in the fields of postal regulation and digital transformation.

Adwan also stated that the new role represents an important opportunity to contribute to the development of Arab initiatives and policies that will support the growth of e-commerce and advance financial inclusion. It was reported that the work will be carried out in line with global trends and the region’s economic development objectives.

Digital Transformation in Postal and Logistics Services

During Jordan’s term, the aim is to strengthen coordination with Arab countries and relevant organizations, improve the exchange of expertise, and adapt postal and logistics services to changes in the global digital economy. These efforts are also important for improving delivery and logistics infrastructure in cross-border e-commerce operations.

Efforts related to the country’s e-commerce ecosystem are also continuing. As part of the 2026–2029 Economic Modernization Vision, the National E-Commerce Strategy is being updated, while the “Click Business” program has been launched to support businesses’ access to digital markets, and 18 projects in the fields of e-commerce and digital marketing have received support. The wholesale and retail trade sector’s contribution to GDP in the first quarter of 2026 was announced as 818 million Jordanian dinars.

Artificial Intelligence Included in the Digital Economy Program

Alongside its e-commerce and retail transformation, Jordan is also continuing its efforts in the field of artificial intelligence. The country’s 2023–2027 Artificial Intelligence Strategy includes 68 projects and initiatives aimed at expanding the use of artificial intelligence in the public sector and priority economic sectors. Digital infrastructure, the regulatory environment, investment, entrepreneurship, and the development of artificial intelligence skills are among the main areas covered by the strategy.

Jordan Moves to Regulate E-Commerce Parcels Amid Surge in Online Shopping

New E-Commerce Alliance Established in Kenya

Kenya has launched the Kenya E-Commerce Alliance (KECA), which will bring together companies, technology providers, and public institutions under one roof in the country’s rapidly growing e-commerce sector. Established as part of the Digital Trade Congress 2026 held in Nairobi, the alliance will focus on reducing payment, logistics, taxation, consumer protection, and cross-border trade barriers to online commerce.

KECA will bring together online marketplaces, payment companies, logistics providers, technology firms, professional services companies, and policymakers. The organization’s priorities include industry representation, information sharing, capacity building, and supporting access to new markets.

Barriers in Cross-Border E-Commerce on the Agenda

KECA CEO Martin Muli stated that Kenya has built a strong digital infrastructure and said that the next stage is to make it easier for companies to trade digitally, across borders, and at a larger scale. Muli also stated that the alliance will provide a platform where the industry can raise the challenges it faces and develop practical solutions with the government.

Particularly for SMEs, interoperability of payment systems, cross-border deliveries, different regulations, and consumer trust are cited among the main challenges. GIZ Kenya Digital Trade Director Jennifer Chiku also emphasized that successful e-commerce markets develop not only through marketplaces, but through strong ecosystems that enable digital payments, consumer trust, and the seamless movement of goods across borders.

Tax Regulations in Digital Trade Come to the Fore

The Kenya Revenue Authority (KRA) applies a 16 percent VAT on digital services. While resident businesses are subject to an annual VAT registration threshold of 5 million Kenyan shillings, non-resident digital platforms generating income in the country are subject to a Significant Economic Presence Tax of 3 percent of gross turnover. Resident online sellers are required to declare their earnings, pay the applicable income or corporate taxes, and register with the eTIMS electronic invoicing system.

Artificial Intelligence and Technology Companies in the E-Commerce Ecosystem

The new structure directly incorporates technology providers into the e-commerce value chain alongside payment and logistics companies. Software, data, and artificial intelligence-based technologies used in retailers’ digital operations are also part of the technology side of this expanding digital ecosystem. Kenya aims to expand access to regional markets through digital platforms under the African Continental Free Trade Area (AfCFTA).

Kenya’s E-Commerce Market Is Moving Toward $4 Billion

Kenya’s e-commerce market is worth approximately $2.6 billion (336.7 billion Kenyan shillings). The market ranks as Africa’s third-largest e-commerce economy. With increasing internet penetration, the growing use of digital payments, and the expansion of online shopping, the market is expected to reach approximately $4 billion by 2029.

Nairobi to Host Digital Trade Congress 2026 as Kenya Strengthens Its Digital Trade Ambitions

The Debate Over the E-Commerce Moratorium Continues at the WTO

The International Institute for Sustainable Development (IISD) has examined the new landscape emerging in digital trade following the expiration in March 2026 of the World Trade Organization’s (WTO) moratorium on customs duties on electronic transmissions. The study, titled “A Turning Point for Digital Trade Policy,” focuses particularly on the future of e-commerce, tax revenues, and digital industrialization from the perspective of developing economies.

IISD Report Examines Post-Moratorium Risks and Options

With WTO members failing to reach an agreement at MC14 on extending the measure, the multilateral e-commerce moratorium, which had been in place for nearly 28 years, came to an end. The report notes that there is no longer a common WTO-wide obligation preventing the imposition of customs duties on electronic transmissions. However, it also states that countries are not expected to introduce such taxes on a widespread basis in the short term due to challenges related to technical implementation, valuation, and monitoring.

The report identifies potential losses in customs revenue, digital industrialization, the digital divide, and the taxation of the digital economy among the main concerns of developing countries. Supporters of the moratorium, meanwhile, argue that the potential tax revenues may remain limited and that an open digital trade environment could provide greater benefits for development.

A Fragmented Structure May Emerge in Digital Trade

IISD states that, going forward, commitments not to impose customs duties may continue through plurilateral, regional, and bilateral trade agreements rather than through a single WTO-wide system. The report points out that disagreements over the scope of the moratorium and the definition of “electronic transmissions” may return to the agenda in future negotiations.

This process directly affects global e-commerce activities linked to software, streaming, and other digital services. The impact of emerging technologies such as artificial intelligence and 3D printing on digital trade rules is also on the agenda in WTO discussions. The regulations are also important for retail companies using digital products and services, as well as businesses engaged in cross-border e-commerce.

European Union Supports a Multilateral Solution for the Moratorium

The European Union also reiterated at the WTO General Council its regret that no agreement was reached on the moratorium at MC14. The EU stated that it supports the restoration of the multilateral arrangement as a long-term solution to ensure legal certainty, predictability, and a level playing field in global digital trade. The Union also expressed support for the resumption of discussions among WTO members.

Surprise in the E-Commerce Moratorium: 23 Countries Reached an Agreement Among Themselves!

UAE Introduces 24-Hour Rule Against Counterfeit Products in E-Commerce

The United Arab Emirates (UAE) has introduced new implementation rules directly affecting the retail and e-commerce sectors as part of its efforts to combat commercial fraud. Under the new regulations, the sale of products identified as counterfeit, adulterated, spoiled, or non-compliant with regulations will be stopped immediately, and the products must be withdrawn from stores, markets, and warehouses within no more than 24 hours of notification by the competent authorities.

UAE Also Brings E-Commerce Platforms Within the Scope of the Regulation

The regulation in the UAE covers not only physical retail but also online sales channels. Supermarkets, pharmacies, retailers, and e-commerce sellers will be subject to the same obligations. Suppliers will be required to notify the points of sale to which the problematic products were distributed and provide authorities with documentation confirming that the products have been withdrawn. The Ministry will also be able to contact e-commerce platforms directly and request the removal of the relevant products or the display of clear warnings to consumers.

Consumers Will Be Notified Within 48 Hours

A public announcement regarding the product withdrawal must be published in Arabic and English within no more than 48 hours. This period may be shortened further for products that pose risks to human or animal health, safety, or the environment. If a supplier fails to meet the 24-hour obligation, the competent authorities may directly withdraw the products from the market within the following 48 hours and recover the resulting costs from the supplier.

Digital Market Monitoring with Artificial Intelligence

The UAE Ministry of Economy and Tourism announced that artificial intelligence and smart monitoring systems have also begun to be used in the fight against commercial fraud. These systems support the detection of potential violations in e-commerce by monitoring open sources and electronic platforms. The Ministry is also tracking the prices of essential goods through digital price-monitoring systems.

189 Violations Detected in More Than 10,000 Inspections

In the first quarter of 2026, 10,023 inspections targeting commercial fraud were conducted across the UAE, and 189 violations were identified. While some seized products are expected to be sent to their country of origin or export within 30 days, products ordered to be destroyed must generally be disposed of within 15 business days following a court or relevant committee decision. The new framework aims to limit the circulation of counterfeit products in the UAE retail and e-commerce market, protect consumers and brand rights, and strengthen oversight in digital commerce.