Xtend, a prominent digital marketing technology provider, has introduced a new marketplace‑first e‑commerce solution tailored for Southeast Asia’s key platforms: Shopee, Lazada, and TikTok Shop. Designed to improve in‑platform visibility, engage shoppers with strong purchase intent, and drive measurable sales growth, this offering tackles the region’s most pressing challenges in e‑commerce and performance marketing (voiceofasean.com).

Scope and Supported Platforms

This solution is specifically crafted for the dominant marketplaces in Southeast Asian Shopee, Lazada, and TikTok Shop where a large share of online shopping occurs within the platforms themselves, rather than on traditional direct‑to‑consumer channels (voiceofasean.com). According to Statista, the e‑commerce market in Southeast Asia is forecast to grow at a compound annual growth rate (CAGR) of 8.79% between 2025 and 2029, reaching an estimated volume of USD 187.16 billion by 2029 (voiceofasean.com).

Key Features and Functional Highlights

A cornerstone of Xtend’s offering is the SHOPit Brand Discovery tool. It features curated product catalogs that direct qualified traffic to brand pages within marketplaces. The solution integrates dynamic listings, native ad placements, and branded showcases, all while offering programmative audience extension and commerce‑backed inventory to align brand messaging with shopper intent and platform behavior (voiceofasean.com).

Another strength is marketplace‑native measurement: brands can track the full journey from impression to return on ad spend (ROAS) without needing additional pixels or SDKs. The solution also leverages first‑party commerce signals to reveal shopper category intent, repeat purchase patterns, and conversion trends inside the platforms.

The performance‑based pricing model, particularly apt for major campaigns like 9.9 and 11.11, offers low‑risk activation. Brands can plug and play activating campaigns swiftly by leveraging existing Shopee seller setups without creating landing pages or uploading catalogs.

Official Market Launch and Platform Recognition

Xtend officially revealed this new solution at the Shopee Super Summit 2025 in Indonesia, where it appeared as Shopee’s preferred solution partner. The summit, one of the region’s largest e‑commerce gatherings, brought together sellers, creators, and partners to explore innovations driving in‑platform growth (voiceofasean.com).

Strategic Goals and Brand Implications

With rising advertising costs and fierce competition within mid‑funnel pathways, brands are seeking more efficient ways to attract and convert shoppers. Xtend’s marketplace‑first approach, built on real shopping behavior data, offers brands the ability to strengthen their influence within platform ecosystems—converting visibility into sustainable business growth (voiceofasean.com). Vignesh Muralidharan, Xtend’s Chief Commercial Officer, emphasized that the solution is grounded in real‑time shopping behavior, helping brands build and convert influence within marketplace environments (voiceofasean.com).

Broader Context and Regional Relevance

In Southeast Asia, marketplaces such as Shopee, Lazada, and TikTok Shop dominate the e‑commerce ecosystem. Given this competitive landscape and rising ad costs, brands are under intense pressure to achieve visibility and conversion especially in the mid‑funnel phase, where consumer decisions are still forming. Xtend’s integrated toolset offers brands improved positioning, targeting accuracy, and data‑driven insights to navigate this complexity. Tools like SHOPit Brand Discovery enable brands to stand out earlier in the shopping journey, improving both conversion metrics and long‑term brand equity.

Why It Matters for Brands in SEA

Marketplace‑first solutions align marketing strategy directly with platform mechanics where the majority of purchases happen. By embedding discovery, targeting, and attribution within the platforms themselves, brands can engage effectively with shoppers at the most decisive moments and make smarter budget decisions using real behavioral data. This approach supports higher ROI, better conversions, and sustainable brand growth.

Conclusion

Xtend’s launch of its marketplace‑first e‑commerce solution marks a significant advancement in Southeast Asia’s digital commerce landscape. Anchored by the SHOPit Brand Discovery tool, this solution empowers brands with enhanced visibility, precise targeting, and measurable performance all within the native environment of Shopee, Lazada, and TikTok Shop. The unveiling at the Shopee Super Summit underscores the platform readiness and industry recognition of Xtend’s approach. In a fiercely competitive market, Xtend’s native, data‑driven methodology provides a clear, strategic edge for brands aiming for measurable and sustainable growth in SEA’s booming e‑commerce space.

PDD Holdings, the Chinese parent company of e-commerce platforms Pinduoduo and Temu, reported quarterly revenue results that exceeded market expectations, reflecting strong consumer demand despite persistent competitive and economic challenges. For the second quarter of 2025, the company recorded revenue of 103.98 billion yuan, marking a 7 percent year-over-year increase. Analysts had expected revenue to come in at around 103.34 billion yuan. The results prompted a nearly 12 percent surge in the company’s U.S.-listed shares in pre-market trading.

However, while the top-line performance was strong, PDD reported a decline in quarterly profit. Net income fell to 32.71 billion yuan from 34.43 billion yuan in the same period last year. The dip was largely attributed to higher spending on marketing, logistics, and product development as the company continues to defend its market position in China and expand its footprint globally.

PDD’s American Depositary Shares delivered adjusted earnings of 22.07 yuan per share, well above the market forecast of 15.74 yuan. The stronger-than-expected earnings were credited to operational efficiencies and higher product volumes during the quarter. Still, investors and analysts remain cautious about whether the company can sustain these margins amid an intensely competitive e-commerce landscape.

According to a detailed report from Reuters, PDD has been locked in a price war with major Chinese rivals Alibaba and JD.com, all of whom are competing to retain budget-conscious consumers in a slowing domestic economy. These aggressive discounting campaigns, while effective at boosting short-term order volume, have eroded profit margins across the sector (Reuters, August 25, 2025).

Vice president of finance Liu Jun commented on the company’s spending strategy, stating that the current investments in international expansion, infrastructure, and technology are expected to generate long-term value. However, he acknowledged that these outlays could continue to pressure near-term earnings.

Temu, PDD’s fast-growing international platform, played a key role in driving sales growth this quarter. Benefiting from an easing in U.S.-China trade tariffs and improved shipping logistics, Temu saw continued traction in Western markets. Still, the platform is facing growing consumer scrutiny, particularly in the United States, where roughly 30 percent of users surveyed recently noted price increases. Analysts have interpreted this trend as an early sign of inflationary cost burdens being passed on to consumers.

To mitigate international cost pressures, PDD has implemented several operational changes. These include encouraging sellers to store inventory in U.S.-based warehouses and moving toward a fully managed logistics model for Temu, allowing the company to have greater control over pricing, shipping times, and product quality. While these steps are helping streamline costs, they require upfront investment and can weigh on profit margins in the short run.

Back in the domestic market, PDD has also benefited from government initiatives aimed at stimulating consumer spending. Amid broader economic challenges including a sluggish property market and weak manufacturing output Chinese authorities have turned to consumer-driven growth strategies, with increased support for platforms that offer affordable goods. Pinduoduo’s model of providing deeply discounted products and group-buying deals aligns well with these policy priorities.

Despite the favorable revenue results, industry experts remain concerned about PDD’s long-term profitability. As the e-commerce industry continues to mature, the company will be under pressure to improve margins without losing its competitive edge. There is also increasing scrutiny over labor practices, product sourcing transparency, and data privacy, especially as PDD’s international operations expand.

Market analysts are closely watching how PDD balances its aggressive expansion strategy with financial discipline. With its low-cost structure, broad product catalog, and efficient supply chain, PDD remains a formidable competitor. However, its long-term success will depend on how effectively it can turn scale into sustainable profits while adapting to shifting regulatory landscapes at home and abroad.

In summary, PDD Holdings has once again demonstrated its ability to drive strong revenue growth amid market uncertainty. Its latest results reflect both the opportunities and the risks facing global e-commerce players. The coming quarters will test the company’s ability to manage cost pressures, compete globally, and meet rising consumer and regulatory expectations without compromising profitability.

Ho Chi Minh City recently hosted the HCM City Fintech Summit 2025, a large-scale event that brought together fintech startups, government representatives, researchers, and international partners to explore opportunities in Vietnam’s rapidly evolving financial technology sector. The event was held at the Saigon Innovation Hub (SIHUB), a public–private partnership facility that spans 17,000 square meters and serves as a key venue for innovation in the region. The summit’s core theme focused on the intersections of regulation, innovation, and opportunity in financial technology.

Vietnam’s fintech sector has been experiencing remarkable growth, fueled by increasing digital adoption and a tech-savvy population. According to the report by Vietnam News, fintech is becoming one of the most transformative forces in Vietnam’s economy. It is reshaping how people access financial services, encouraging cashless transactions, and offering a broad range of digital solutions from lending and payments to wealth management and insurance (Vietnam News, August 25, 2025).

A key voice at the summit was Nguyen Ba Diep, co-founder and vice chairman of MoMo, one of Vietnam’s largest fintech companies. He shared insights into how MoMo has evolved from a mobile wallet into a multi-service digital platform. Diep emphasized that Vietnam’s retail sector remains fragmented, with limited infrastructure for digital payments in many parts of the country. MoMo’s goal, he stated, is to bridge this gap by building an ecosystem that integrates shopping, payments, investment, insurance, and credit access on one digital platform.

Other speakers and panelists echoed similar sentiments about the need to create a more connected financial environment. They discussed how fintech can help reduce the cost of service delivery, increase transparency, and promote financial inclusion. However, they also acknowledged challenges, such as limited regulatory clarity, fragmented data systems, and cybersecurity risks that must be addressed to ensure sustainable growth.

The summit was organized in partnership with the University of Economics and Law, the International Data Group Vietnam (IDG Vietnam), and the Ho Chi Minh City Institute for Development Studies (HIDS). It forms part of a broader initiative titled Fintech Road 2025, which includes educational workshops, student competitions, research projects, and ongoing public–private policy dialogues. These efforts aim to support Vietnam’s national digital transformation strategy and position Ho Chi Minh City as a key fintech innovation hub in Southeast Asia.

Ho Chi Minh City currently accounts for nearly half of all fintech firms operating in Vietnam. The city’s strong academic institutions, expanding startup ecosystem, and growing investor interest make it a natural center for financial technology development. Plans are also underway to establish an international financial center in the city by 2030, with fintech being one of the primary pillars of this vision. This broader financial strategy is supported by policies encouraging digital payments, regulatory reform, and enhanced support for innovation startups.

Throughout the summit, regulators and experts called for the development of tailored policy frameworks, such as regulatory sandboxes that allow fintech firms to test new products under controlled conditions. These sandboxes would support innovation in areas like blockchain, AI-based credit scoring, peer-to-peer lending, and cross-border payments. They also highlighted the importance of creating standardized data governance models to ensure security and promote interoperability across platforms.

One recurring theme at the summit was the importance of inclusive growth. Several speakers pointed out that while urban areas are benefiting from fintech innovation, rural and underserved regions continue to face barriers in accessing digital financial services. Expanding mobile connectivity, improving digital literacy, and creating localized financial tools were all cited as essential to extending the benefits of fintech beyond major cities.

International speakers contributed perspectives on how Vietnam can learn from global best practices in digital regulation and public–private collaboration. Many praised Vietnam’s openness to innovation and highlighted the country’s potential to lead regional fintech development, especially in the ASEAN context.

In conclusion, the HCM City Fintech Summit 2025 underscored Vietnam’s ambition to modernize its financial sector through technology and innovation. As stakeholders push for greater collaboration, smarter regulations, and deeper market integration, Ho Chi Minh City is positioned to play a central role in shaping the future of fintech in Vietnam and beyond. With coordinated efforts through initiatives like Fintech Road 2025 and the international financial center project, the city is steadily emerging as a regional hub for digital finance.

India’s government is undertaking a major overhaul of how it calculates consumer inflation, with plans to directly source real-time data from top e-commerce platforms such as Amazon and Flipkart. This initiative reflects a broader shift in consumer behavior and aims to better capture the digital economy’s impact on household spending patterns (Reuters).

The Ministry of Statistics and Programme Implementation has already started collecting online price data from 12 of India’s largest cities—each with populations over 2.5 million. These urban hubs represent key markets for online retail, and collecting accurate pricing data from them is expected to improve the Consumer Price Index (CPI)’s ability to reflect real-world inflation trends.

Officials are also in advanced talks with Amazon and Flipkart to receive weekly average product pricing data. This would mark a significant shift from India’s traditional CPI methodology, which relies heavily on manual price collection from physical stores. By incorporating online prices into the index, the government hopes to modernize a system that critics say underrepresents how people actually shop today.

The reform comes as digital shopping habits continue to rise. India recorded approximately 270 million online shoppers in 2024, and this number is expected to grow at a compound annual rate of 22% over the next several years. Much of this growth is attributed to rising smartphone usage, faster internet access, and the expansion of e-commerce platforms into smaller cities and rural regions.

As more Indian households shift their spending online—not just for electronics or fashion, but also for groceries, personal care, and services like travel bookings—the existing CPI structure, which was last updated in 2012, has become outdated. Categories such as streaming subscriptions, diagnostics, and digital payments have grown significantly but remain underrepresented in current inflation tracking.

In response, the government plans to introduce a revised CPI basket early next year. This version will feature adjusted weightings that account for digital consumption patterns and may also include services that were previously excluded. At the same time, India is preparing to roll out a new GDP series with a 2022–23 base year. The update will also include a doubling of the sample size for monthly labor force surveys, offering more precise employment data (Reuters).

Another major addition is the introduction of a quarterly Index of Services Production (ISP), expected to launch by mid-2026. This would give policymakers better visibility into the services sector, which contributes over 50% of India’s GDP. Currently, the lack of a dedicated services index creates challenges in accurately assessing the economy’s performance.

There is also ongoing discussion about creating a dedicated e-commerce inflation index. This would separately track price trends in online marketplaces and allow for more granular insight into how digital platforms influence inflation dynamics. According to a report by the Financial Express, this new index could be launched alongside the CPI update, although it would depend on establishing consistent data-sharing frameworks with online retailers.

While the incorporation of e-commerce data has been welcomed by economists, there are concerns around accuracy, data privacy, and methodology. Officials say they will validate platform-provided data with independent checks and ensure that data collection meets transparency and reliability standards.

The broader goal is to align India’s statistical reporting with global best practices. Countries like the United States and South Korea have already incorporated online and scanner-based pricing into their inflation measurements. These changes enable governments to react more swiftly to price shocks, improve fiscal planning, and better protect consumer purchasing power.

By modernizing the CPI and other key indicators, India aims to provide a clearer, more timely picture of economic conditions. This is increasingly important at a time when inflation, employment, and digital consumption are all evolving rapidly.

In summary, the inclusion of Amazon and Flipkart data in India’s inflation tracking system represents a critical step in aligning policy with real-world consumption trends. With additional reforms like a new GDP base year, expanded labor data, and an upcoming services index, the country is positioning itself for more responsive, data-driven governance in a digital economy.

Amazon has announced a major expansion of its grocery delivery services, planning to offer same-day delivery of perishable items in over 2,300 U.S. cities and towns by the end of 2025. This strategic move positions Amazon as a formidable competitor to traditional grocery giants such as Walmart and digital platforms like Instacart, signaling a significant shift in the online grocery market (Investors.com).

Expansion Strategy and Service Details

Under the new program, Amazon Prime members will be able to access free same-day delivery for grocery orders exceeding $25. Non-Prime customers will be charged a $12.99 delivery fee. Amazon is integrating this service into its existing logistics and fulfillment network, which already supports its retail and e-commerce operations nationwide (The Sun).

The expansion reflects Amazon’s long-term goal of turning its grocery platform into a core component of daily consumer shopping. By combining groceries with other retail items, Amazon aims to provide a seamless, one-stop shopping experience, increasing convenience for millions of households and strengthening customer loyalty. This approach also enables Amazon to gather more consumer data, optimize inventory management, and refine predictive analytics for future demand (Business Wire).

Market Reactions and Stock Impact

The announcement had an immediate impact on financial markets. Amazon’s stock price rose by approximately 2.9 percent, reaching $230.98, reflecting investor optimism about the company’s expansion into the online grocery sector. In contrast, shares of competitors such as Instacart’s parent company Maplebear, DoorDash, Uber Technologies, and Walmart experienced declines, with Instacart falling more than 13 percent (Investors.com).

The market response demonstrates investor confidence in Amazon’s ability to leverage its massive distribution infrastructure and advanced data analytics to disrupt the grocery industry, which has long been dominated by established retail chains. Many analysts believe this aggressive push could potentially reshape the competitive landscape, prompting traditional grocers to accelerate their own digital transformation strategies.

Analysts’ Perspectives

Industry analysts emphasize that the U.S. grocery market remains the largest segment of offline consumer spending, estimated at $1.5 trillion annually. Morgan Stanley analyst Brian Nowak noted that Amazon’s logistics capabilities and data-driven operational model give it a significant advantage over competitors, enabling the company to capture market share more effectively (Investors.com).

Analysts also highlight that integrating groceries with Amazon’s existing retail ecosystem can drive more frequent shopping trips, rein force prime membership value, and position the company as the leading digital-first grocery provider. With features such as personalized recommendations, smart delivery scheduling, and integration with Alexa-enabled devices, Amazon is leveraging technology to enhance customer engagement and retention (The Week).

Operational Challenges

Despite the promising outlook, Amazon faces operational challenges in expanding grocery services. Delivering perishable goods requires maintaining quality and freshness during transit, as well as precise inventory management. Cold-chain logistics, timely delivery, and real-time tracking are essential for ensuring customer satisfaction. Amazon’s limited physical store presence compared to Walmart could pose a barrier to scaling operations efficiently across all regions (CBS News).

Additionally, regulatory compliance and regional market variations may affect the rollout speed. Analysts caution that while Amazon’s expansion is ambitious, execution will determine whether the initiative can achieve long-term sustainability and profitability.

Consumer Trends and Strategic Implications

Consumer behavior is shifting toward convenience driven grocery shopping, particularly among younger generations who prioritize speed, reliability, and digital accessibility. Amazon’s same-day delivery initiative addresses these trends directly, making it easier for busy households to order fresh produce, dairy, and other perishables without visiting physical stores.

The move also strengthens Amazon’s ecosystem by driving Prime memberships, encouraging repeat purchases, and creating opportunities for cross-selling other Amazon services, such as streaming or household products. Industry experts suggest that successful execution of this program could pressure competitors like Walmart, Kroger, and Instacart to enhance their own delivery networks, fueling a wave of innovation in the grocery sector (Business Wire).

Future Outlook

Amazon’s move underscores the intensifying competition in the online grocery market. Convenience, speed, and reliability are becoming key differentiators, and Amazon is positioning itself as a major player in this evolving landscape. By integrating same-day delivery, AI-powered logistics, and a wide variety of product offerings, the company aims to reshape consumer expectations for online grocery shopping.

The coming months will be critical in determining whether Amazon can successfully scale this service, challenge the dominance of competitors like Walmart and Instacart, and redefine grocery shopping in the United States. If successful, Amazon’s same-day grocery expansion could become a benchmark for digital-first retail innovation, influencing strategies of other e-commerce giants in the food sector (Investors.com).

Saudi Arabia’s leading vacation rental startup and alternative hospitality platform Gathern has announced the successful closure of a $72 million Series B funding round, marking one of the largest funding deals in the Kingdom’s fast-growing proptech and travel-tech industries. The round was led by Sanabil Investments, a subsidiary of the sovereign wealth giant Public Investment Fund (PIF), with additional participation from STV, Pinnacle Capital, Nuwa Capital, and Endeavor Catalyst
(Sources: wamda.com, lucidityinsights.com).

Strong Valuation and Strategic Goals

The fresh capital has boosted Gathern’s valuation to an estimated $266 million, placing it among the most valuable Saudi startups in the tourism and hospitality space. (lucidityinsights.com). According to the company, the funds will serve multiple purposes. The most immediate priority is preparing for a potential initial public offering (IPO) on Tadawul, the Saudi Stock Exchange.

Beyond the IPO, Gathern aims to accelerate growth across the Kingdom and in neighboring Gulf markets, attract more international visitors, and expand its portfolio to meet the rising demand for long-term vacation rentals. The company will also enhance its technological backbone with artificial intelligence (AI) to improve booking personalization, dynamic pricing, and customer experience. (WiT)

Founding Journey and Market Leadership

Founded in 2016–2017 by female entrepreneur Latifah Altamimi, Gathern began as a modest vacation rental booking platform. Over time, it has transformed into Saudi Arabia’s largest alternative hospitality marketplace, offering a wide range of stays including villas, apartments, chalets, yachts, farms, and desert camps.

Today, Gathern lists more than 72,000 properties, which represents about 15% of Saudi Arabia’s total accommodation supply. The company currently commands a 44% national market share in the alternative hospitality sector, with an even higher 53% share in Riyadh, positioning it as the undisputed market leader (wamda.com, lucidityinsights.com).

Impact on Users and Hosts

The platform has served over 5 million users from 150+ nationalities, highlighting its growing international appeal. On the supply side, around 33,000 local hosts have collectively earned over $533 million, making Gathern a vital income source for many Saudi families and entrepreneurs.

This achievement not only strengthens the country’s tourism ecosystem but also places Gathern among the highest-valued women-led startups in the Middle East, underscoring the role of female founders in Saudi Arabia’s startup ecosystem
(wamda.com).

Expansion Strategy and Tech Investments

The Series B funds will be used to drive several strategic initiatives:

• Tadawul IPO Preparations: Strengthening governance and meeting regulatory standards ahead of its public listing.

• Saudi and Regional Expansion: Growing its presence in Saudi Arabia while exploring opportunities across the GCC and wider MENA region.

• AI-Powered Enhancements: Deploying artificial intelligence to improve property recommendations, optimize search results, and streamline host management.

• Long-Term Stay Solutions: Expanding into monthly and yearly rentals to attract expatriates, business travelers, and families seeking extended stays
  (wamda.com, WiT).

Role in Saudi Vision 2030

Gathern’s rise is closely tied to Saudi Vision 2030, the Kingdom’s blueprint for economic diversification. As Saudi Arabia works to attract 100 million tourists annually by 2030, platforms like Gathern are key to delivering the variety and quality of accommodation needed.

By providing authentic vacation rental experiences—from luxury villas to cultural farm stays Gathern is helping modernize Saudi Arabia’s tourism infrastructure while supporting sustainable economic diversification. Alternative hospitality has become a vital pillar of the country’s efforts to position itself as a leading global tourism destination
(WiT).

Future Outlook

Industry analysts view Gathern’s $72 million Series B funding as both a financial boost and a strategic turning point. With IPO ambitions, strong market leadership, and cutting-edge AI integration, the platform is well-positioned to shape the future of vacation rentals in Saudi Arabia.

If its planned Tadawul IPO proves successful, Gathern could pave the way for more Saudi startups particularly in proptech, travel-tech, and the wider Middle East startup ecosystem to follow suit and tap public markets. For now, Gathern’s trajectory reflects both the strength of Saudi entrepreneurship and the rapid evolution of the region’s hospitality industry.

MENA e-commerce reached US$34.5bn in 2024 and is projected to US$57.8bn by 2029.

Unlike the early years of e-commerce in the Middle East and North Africa (MENA), when the focus was mainly on moving consumers from physical stores to online platforms, 2025 is about efficiency, monetisation, and reliability. The new drivers of growth are not simply about more people shopping online, but about checkout economics (faster, cheaper, and more secure payments), audience monetisation through retail media networks, and reliable cross-border delivery systems that connect the Gulf Cooperation Council (GCC) and wider MENA markets.

This evolution reflects a maturing digital economy where payment innovations, data-driven advertising, logistics optimisation, social commerce, and recommerce are redefining the competitive landscape. The Middle East’s e-commerce ecosystem is now among the fastest-growing globally, supported by tech adoption, high smartphone penetration, and government-led digital transformation strategies in countries such as the UAE and Saudi Arabia.

Below, we provide a newsroom-style brief that highlights the five biggest trends shaping MENA e-commerce in 2025, supported by verified statistics, official reports, and reliable industry sources.

MENA e-commerce reached US$34.5bn in 2024 (≈+13% YoY) and is projected to US$57.8bn by 2029. In the UAE specifically, online retail totaled AED 32.3bn (US$8.8bn) in 2024, with a forecast of AED 50.6bn (US$13.8bn) by 2029. Figures come from EZDubai’s fifth annual report with Euromonitor.

1) Real-time bank payments squeeze cards and COD in MENA e-commerce Ecosystem

The UAE’s instant payments platform Aani had ~1.5 million enrolled users by Feb 27, 2025; over the preceding year, transaction volumes grew ~27% month-on-month on average, per Al Etihad Payments and The National. India’s UPI–AANI linkage went live in July 2025, enabling real-time cross-border consumer payments. In Saudi Arabia, Mada e-commerce spend hit SAR 27.55bn (US$7.34bn) in March 2025, +73.4% YoY, underscoring rapid migration to cashless online checkout. (The Times of India)

Editorial read: Merchants should prioritise pay-by-bank alongside cards/BNPL to reduce fees and COD leakage, especially on mobile and subscriptions.

2) MENA e-commerce: Retail Media Networks become the performance engine

Majid Al Futtaim’s “Precision Media” rolled out AI-measured in-store inventory across Carrefour on May 13, 2025, building closed-loop retail media in the UAE. Noon began selling mobile DOOH ads on its last-mile fleet in June 2025, productising first-party surfaces. At a macro level, retail media ad investment is still rising globally (WARC forecasts double-digit growth into 2025), and UAE RMN revenues are estimated at US$951m (2024), projected to US$1.66bn by 2030 (Grand View Research)
Editorial read: Treat RMN ROAS cautiously; insist on incrementality (clean rooms/MMM) rather than dashboard claims.

3) Cross-border gets faster—and more reliable

Cainiao launched a GCC express network (June 23–24, 2025) promising delivery across all six GCC markets in as little as three days, targeting both cross-border and intra-GCC e-commerce. In parallel, Saudi Post (SPL) reports automation that cut domestic delivery times by 1–2 days (UPU)

Editorial read: The defensible promise is 48–72h with painless returns; “same-day everywhere” remains fragile and costly.

4) Social-led commerce accelerates—even without full in-app checkout

UAE usage remains near-universal: 11.3m social media user identities (~100% of population) in Jan 2025. In Saudi Arabia, the social-commerce market is expected to reach US$1.37bn in 2025 (+10% YoY), per Research & Markets’ 2025 country databook. (globenewswire.com)

Editorial read: Treat TikTok/Instagram as demand capture with shoppable video deep-linking to PDPs; run WhatsApp Business for service and COD-to-prepaid nudges.

5) Value & circularity go mainstream: recommerce as a P&L line

The Middle East recommerce market is projected at US$7.21bn in 2025 (~15.8% annual growth), with UAE recommerce ~US$2.01bn in 2025. Electronics and fashion lead the mix. (researchandmarkets.com)

Editorial read: Launch certified refurbished/trade-in with clear grading and 6–12-month warranties; use outlet SKUs to acquire value-seeking cohorts at lower CAC.

Why does this matter now?

• Margin: Account-to-account payments cut fees, while retail media adds revenue.
• Reliability: Three-day GCC lanes make regional delivery more dependable.
• Demand capture: Universal UAE social reach and Saudi social-commerce growth justify shoppable video and messaging pipelines.

Practical tips for MENA e-commerce sellers!

• Payments: Offer bank-to-bank checkout and reduce cash-on-delivery exposure by incentivising prepaid.
• Media: Shift at least 20% of digital ad spend into retail media networks—but demand independent measurement.
• Logistics: Promise 48–72-hour delivery across GCC markets and highlight return policies.
• Social: Use TikTok and Instagram for shoppable video linked directly to product pages; run WhatsApp Business for customer support.
• Recommerce: Launch certified refurbished/trade-in programmes with 6–12-month warranties to attract value-driven customers.

E-Commerce Surge Challenges Local Retailers

Jordan is witnessing a rapid increase in e-commerce parcel imports, creating serious competition for small and medium-sized traditional businesses. Thousands of online purchases, particularly clothing and accessories, enter the country every day. In 2023 alone, the total value of these parcels reached JD 310 million, exceeding the JD 250 million generated by physical retail stores, according to the Jordan Clothing and Textile Merchants Syndicate (Jordan Times).

Local traders argue that many of these goods enter the market without meeting proper customs or quality control standards, contributing to unfair competition and the growth of informal trade (Jordan News). They have called on the government to take more assertive action to protect the formal economy, particularly as many local businesses are still recovering from the economic effects of the COVID-19 pandemic.

Ministry of Industry Prepares New Regulatory Framework

To address these concerns, the Ministry of Industry, Trade, and Supply is drafting a bylaw aimed at regulating inbound e-commerce parcels. The legislation will establish clear procedures to ensure all shipments comply with customs rules, product safety standards, and commercial regulations (Jordan Times).

Officials from the Ministry have emphasized that the proposed regulation is not meant to hinder the growth of e-commerce, but rather to ensure a fair and transparent digital marketplace. “We aim to create a balance between the interests of digital entrepreneurs and the sustainability of traditional retail,” a ministry representative told

Key Components of the Proposed Bylaw

The draft bylaw is expected to address several key issues currently affecting the e-commerce landscape:

• Licensing requirements for domestic and foreign e-commerce vendors

• Verification of product authenticity and safety certifications

• Mandatory disclosure of seller information

• Clear return and exchange policies

• Mechanisms for handling consumer complaints

• Stronger enforcement of data protection regulations

• Full customs declarations for commercial shipments

The regulation will also cover sellers operating via social media platforms and mobile apps, which have become increasingly popular in Jordan but often function outside the tax system (Jordan Times).

Tax and Customs Rules Under Review

Currently, parcels valued under JD 200 are eligible for minimal customs duties—just 10% or a minimum of JD 5 if declared as personal items. However, according to the Jordan Chamber of Commerce (JCC), many commercial sellers exploit this loophole by misdeclaring high-volume or high-value goods, avoiding proper taxation (Ammon News).

This situation has led to significant revenue losses for the government and frustration among local merchants who must comply with full regulatory requirements. The new bylaw is expected to close these gaps and ensure more accurate reporting and taxation.

Parcel Volume Reaches Record Highs

Data from the Telecommunications Regulatory Commission (TRC) show that inbound e-commerce parcels rose by 70% in 2023, reaching 1.7 million. These shipments accounted for 95% of all parcels entering the country (Jordan Times).

The TRC highlighted that the growth has accelerated since 2021 due to rising consumer trust in online platforms, widespread smartphone use, and faster logistics services. However, it also warned of increasing challenges related to product quality, delivery delays, and consumer fraud.

New Customs Center Enhances Parcel Oversight

In August 2024, the Jordan Customs Department and the TRC launched a new E-Commerce and Express Transport Customs Center to improve monitoring and processing of digital trade shipments (5M Global). Located near Queen Alia International Airport, the facility provides advanced inspection tools and digital integration between customs, logistics companies, and payment systems.

Officials say this center will support the new bylaw’s implementation by providing centralized, real-time data on parcel imports, which will help reduce smuggling and tax evasion.

Economic and Regional Implications

Experts believe that this regulatory push reflects Jordan’s broader ambition to lead in digital trade governance in the MENA region. According to analysts, countries such as Egypt, Lebanon, and Saudi Arabia are facing similar pressures from unregulated e-commerce and are closely watching Jordan’s model.

At the same time, the reforms may create short-term friction with international e-commerce platforms and global sellers who benefit from Jordan’s current tax exemptions. Government officials stress that dialogue with private sector stakeholders is ongoing and that the draft law will undergo public consultation before implementation.

A Step Toward Digital Trade Sustainability

The proposed bylaw is a cornerstone of Jordan’s National E-Commerce Strategy 2023–2025, which seeks to build a competitive, inclusive, and sustainable digital economy. Future phases of the strategy, covering 2026–2029 and 2030–2033, will expand efforts to enhance regional integration, promote cross-border e-payments, and invest in digital infrastructure (Jordan News).

The bylaw is expected to be released for public consultation in late 2025, with implementation likely to begin in early 2026. If successful, it may serve as a blueprint for balanced e-commerce regulation across the region.