Logistics - WORLDEF

Amazon Now Expands in Europe; Launched in London!

Amazon has taken a significant step in Europe by launching its Amazon Now service in London. This new service offers users in the city the ability to receive everyday essentials, groceries, and personal care products within 30 minutes.

The launch of Amazon Now in London centers around the opening of the United Kingdom’s first fast delivery hub, ‘QLD1.’ Located in the Southwark area, a business and creative hub on the south bank of the Thames, this facility is poised to become a key site for fast deliveries. This move is an important part of Amazon’s fast delivery efforts in Europe, following similar models in regions like India and the UAE.

Elisa Michelin Salomon, EU Quick Commerce Program Lead at Amazon, stated, “We carried out this project by working with 57 different Amazon teams. Now, the foundations have been laid for our next steps in the United Kingdom and the EU.” The company’s entry into the fast commerce space strengthens its growth targets in the online retail market across Europe.

Amazon Now and the Establishment of the Last-Mile Delivery Model

Amazon’s quick commerce initiative aims to meet the growing demand for fast access to everyday products. Salomon highlighted that developing a new last-mile delivery model is one of the core focuses of the Amazon Now service. She emphasized the significant responsibility of building a new network from scratch and shaping the operations.

Unlike its predecessor, Amazon Prime Now, Amazon Now is fully integrated into Amazon’s main platform. This move aims to simplify the user experience and make operations more efficient.

Amazon’s Expansion Plans in Europe

The rapid launch of Amazon Now in London signals the company’s goal to expand its fast delivery services across Europe. Fast delivery is becoming increasingly important in the competitive e-commerce market. To achieve this, Amazon plans to establish a network of smaller distribution hubs in densely populated urban areas.

As the market leader in e-commerce in the United Kingdom, Amazon is expected to reach 36.7 billion euros in revenue in 2024, an increase of 12.7%. A significant portion of this growth is attributed to Amazon’s ability to deliver over one billion products per day. The success of the Amazon Now service could further increase these numbers and strengthen the company’s presence in Europe.

In a time when quick commerce is rapidly rising globally, Amazon’s initiative in London demonstrates that the company is prepared to capture a larger share of the fast delivery market in the coming years.

Amazon Launches 30-Minute “Ultra-Fast Delivery” Pilot Program in the United States

CEVA Logistics Opens New E-Commerce Warehouse in Dubai

CEVA Logistics has opened a new e-commerce warehouse in Dubai, expanding its contract logistics capacity to meet the growing demand in the UAE and the GCC region. The new facility is designed to provide fast and scalable services to both regional and international online retailers.

Located in a strategic position within Dubai’s established logistics ecosystem, the warehouse offers direct access to major transport corridors, ports, and airports. This location is critical for faster order processing and reduced delivery times, helping companies in one of the Middle East’s most active e-commerce markets maintain efficient supply chains. The facility is designed to support both B2C and B2B e-commerce flows, serving customers across the GCC region.

The new warehouse also enables CEVA to offer omnichannel distribution services, returns management, and value-added services tailored to the needs of e-commerce businesses. This move reinforces CEVA’s commitment to expanding its presence in the region and providing comprehensive logistics solutions to online retailers.

CEVA’s E-Commerce Warehouse Meets Speed and Scalability Needs

The Dubai e-commerce warehouse is equipped with modern racking, picking, and packing systems capable of handling high SKU volumes and fluctuating demand peaks. Through the digital integration of its warehouse management systems, CEVA offers real-time inventory tracking, order status visibility, and performance analytics. These tools help online retailers ensure accuracy and inventory visibility in competitive markets while enabling them to scale volumes quickly.

The warehouse layout is designed to ensure rapid throughput while supporting fast scalability during demand peaks, without compromising service quality. By combining advanced technology with a robust regional transport network, CEVA aims to provide end-to-end e-commerce logistics solutions, including inbound handling, storage, fulfilment, and last-mile delivery coordination.

Supporting E-Commerce Growth in the UAE

Dubai continues to attract both regional and global e-commerce players, driven by strong consumer demand, advanced digital infrastructure, and government support for logistics and trade. CEVA’s new warehouse directly responds to customers’ need for local fulfilment that supports next-day and same-day delivery models.

This move is part of CEVA’s broader strategy to expand its contract logistics capacity in high-growth markets, aligning storage capabilities with the evolving needs of customer supply chains. As e-commerce continues to grow in the Middle East, third-party logistics providers play an increasingly important role, with brands seeking local expertise to handle fulfilment.

CEVA also emphasized that the Dubai facility is scalable, allowing capacity and workforce levels to be adjusted as e-commerce volumes continue to grow in the region. This flexibility will enable CEVA to meet customer demands and maintain high service levels.

With the new warehouse, CEVA Logistics continues to support the growth of e-commerce in the UAE and the GCC region by providing innovative and sustainable logistics solutions to online retailers.

E-commerce Startup Stord Acquires AI-Powered Fulfillment Platform Shipwire

Amazon Is Establishing Its First Same-Day Delivery Facility in Memphis

Amazon announced plans to establish its first same-day delivery facility in Memphis by taking a step that will significantly expand its logistics network in West Tennessee. The project, confirmed by local authorities and the Greater Memphis Chamber of Commerce, aims to increase last-mile delivery capacity and create new employment opportunities in the region.

The same-day delivery facility planned to be located in Southeast Memphis is expected to begin operations toward the end of 2027. The project is expected to further strengthen the city’s position as one of the major logistics centers in the southern United States.

The Same-Day Delivery Station Will Be 350 Thousand Square Meters

According to a statement made by the Greater Memphis Chamber of Commerce, Amazon plans to develop an approximately 350 thousand square meter same-day delivery station at 4131 Clarke Road in Southeast Memphis. Once the facility becomes fully operational, it is expected that approximately 100 employees will be employed, in addition to independent delivery partners operating in the region.

Chamber officials stated that the facility will focus on local package processing and last-mile logistics activities; thus, Amazon will be able to deliver orders to customers within hours through same-day delivery instead of days. Same-day delivery facilities generally function as final sorting and dispatch points and enable products to reach nearby customers more quickly.

It was stated that this facility to be established in Memphis will be the first of its kind in the city. Amazon officials reported that additional information regarding the project will be shared as the launch date approaches, depending on progress in the construction and planning process.

Amazon’s Investments in Tennessee

The Memphis project is considered part of Amazon’s broader investment strategy across Tennessee. The company announced that it has created more than 28 thousand full-time and part-time jobs across the state since 2010. In the same period, it was reported that Amazon invested over 29 billion dollars in Tennessee through infrastructure investments, employee wages, and expenditures with small and medium-sized businesses.

It is stated that these investments also support indirect employment in sectors such as construction, transportation, professional services, and logistics. State and local authorities frequently emphasize that Amazon’s presence makes significant contributions to economic growth and supply chain development.

Although the Memphis facility is not expected to become operational before the end of 2027, officials state that this announcement once again demonstrates the city’s attractiveness for major logistics and technology companies. With a strong transportation infrastructure supported by air, rail, river, and road connections, Memphis has long stood out as a strategic distribution center for national and global trade.

Amazon did not disclose the total investment amount of the Memphis project or details regarding possible future expansions planned in the region. However, company officials stated that the same-day delivery station will play a key role in meeting the growing demand for fast delivery as e-commerce continues to expand across the United States.

“10-Minute Fast Delivery” Promises End in India!

“10-Minute Fast Delivery” Promises End in India!

The Indian government has taken action to regulate the country’s rapidly growing fast-delivery (q-commerce) sector. The government has ordered the removal of advertisements promising “10-minute deliveries.” This decision has dealt a significant blow to the sector, which has transformed urban shopping in India and attracted significant interest from investors.

The decision came after a meeting between the Ministry of Labour and Employment and senior executives from leading platforms such as Blinkit, Zepto, and Swiggy. The ministry emphasized that promises of fast delivery times were putting workers’ safety at risk and requested the companies to abandon their speed-focused marketing strategies.

Concerns Over Worker Safety and Workload

Ministry officials warned that the fast delivery targets could lead delivery personnel to violate traffic rules and speed through city traffic. After the meeting, led by Labour Minister Mansukh Mandaviya, the platforms pledged to stop making delivery promises of up to 10 minutes in their advertisements and social media content.

The fast-commerce model relies on “dark stores,” dense networks of strategically located warehouses, and large delivery teams. While this system offers a convenient solution for consumers, worker rights advocates have pointed out that it puts employees under increased pressure, which could lead to accidents.

Companies Update Their Marketing Messages

Following the government’s intervention, Blinkit removed the “10-minute delivery” claim from its app and marketing materials, shifting its focus to a broader product range and doorstep delivery promise. The company changed its previous slogan and retracted its 10-minute fast delivery claim. Other platforms also committed to taking similar actions after the discussions with the government. However, there has been no public statement about whether Zepto and Swiggy have updated their marketing content immediately.

Sector’s Size and Growth

The sector’s size is noteworthy, with India’s fast-commerce market estimated to be valued at around $11.5 billion. Swiggy strengthened growth expectations in the industry by raising $1.11 billion from institutional investors in December 2024.

Transition from Fast Delivery to Sustainability

Industry observers note that the government’s intervention is expected to shift the focus from speed-driven marketing to sustainability, compliance, and worker protection measures. Although the fast-commerce sector is likely to remain a key player in India’s urban retail market, companies will now need to balance fast delivery times with worker safety.

With the government’s intervention, the sector is expected to adopt a more safety-focused approach, and worker rights will take precedence over speed-based marketing. These steps are seen as a significant turning point for the future of fast-commerce in India.

Amazon Launches 30-Minute “Ultra-Fast Delivery” Pilot Program in the United States

E-commerce Startup Stord Acquires AI-Powered Fulfillment Platform Shipwire

Fast-growing e-commerce logistics startup Stord announced the acquisition of Shipwire, an AI-powered fulfillment platform from CEVA Logistics. The deal, completed on January 1, marks Stord’s seventh acquisition, further strengthening its position in the e-commerce logistics space while expanding its network and capabilities.

The acquisition adds 12 new locations and approximately 60 new employees to Stor d’s logistics operations. With the addition of Shipwire’s technology and customer base, Stord aims to enhance its infrastructure and operational efficiency, providing a significant competitive advantage against e-commerce giants such as Amazon.

Stord Gains New Large and Mid-Market Customers

Founded by former Thiel Fellow Sean Henry, Sto rd has been expanding its logistics network to help small businesses lower shipping costs and speed up deliveries. The acquisition of Shipwire brings Stord one step closer to its goal of offering a comprehensive solution to businesses operating on e-commerce platforms.

Shipwire, an AI-powered fulfillment platform, automates processes such as inventory management, order routing, and shipping for e-commerce companies. With this acquisition, Sto rd not only gains the platform itself but also a significant number of new large and mid-market customers.

Sto rd CEO Sean Henry highlighted the potential of the integration, stating, “This is a great network, great customers, a great team—bringing them onto our technology and our combined scale is fantastic. And with that scale, our flywheel will speed up.”

Additionally, this acquisition provides Sto rd with AI-powered internal tools for planning, execution, and routing, which are expected to further improve efficiency and accelerate operations.

Stord to Leverage CEVA’s Vast Network

In 2022, Stord raised $200 million at a $1.5 billion valuation and operates in a highly competitive market providing logistics and fulfillment services. Competitors include companies like ShipBob, Flexport’s Deliverr, Cart.com, and Shipmonk. Demand for logistics and fulfillment services continues to grow as more businesses open storefronts on multiple platforms and consumers increasingly shop online.

This deal also holds strategic importance, as it gives Stord the opportunity to leverage CEVA’s vast network, which spans 120 million square feet across 170 countries. This partnership could allow Stord to expand its global reach and provide more robust logistics solutions to e-commerce businesses worldwide.

While Amazon has long been a dominant player in the e-commerce logistics space, offering multi-channel fulfillment for businesses, Stor d’s strategy focuses on helping smaller merchants compete by reducing costs and improving delivery speed. As the e-commerce sector continues to grow, companies like Stord that offer flexible and scalable logistics solutions are expected to play a significant role in meeting the rising demand for third-party fulfillment services.

Seventh Acquisition in Stord’s Growth Strategy

This acquisition is part of Stor d’s broader strategy to expand its infrastructure and strengthen its competitive position against Amazon and other large players. By acquiring Shipwire, Sto rd has added another critical piece to its rapidly growing logistics network, positioning itself as a strong player in the logistics and fulfillment sector.

As Stord continues to scale its operations, the company is expected to pursue additional acquisitions to complement its technology and infrastructure, further positioning itself as a formidable competitor to the dominant e-commerce giants in logistics.

Chinese Companies Increased Their Presence in Dubai Free Zones to Overcome Trade Barriers

Chinese companies expanded their operations in Dubai’s free trade zones throughout 2025 in order to overcome rising trade barriers and access new international markets. This trend reflected broader changes in how companies structured their overseas operations at a time when protectionist policies and supply chain restructuring were reshaping global trade.

According to reporting by the South China Morning Post, Dubai’s free zones became increasingly attractive to Chinese firms seeking stable and well-connected hubs that provide access to markets in the Middle East, Africa, and Europe. This trend accelerated as geopolitical and regulatory uncertainties affected traditional trade routes and production centers.

The Number of Chinese Companies in Free Zone Jafza Exceeded 500

One of the strongest indicators of this trend was the increase in the number of Chinese companies operating in the Jebel Ali Free Zone (Jafza). As of November 2025, 507 Chinese companies were operating in Jafza, which is managed by DP World. This figure nearly doubled the level recorded in 2021, demonstrating how rapidly Chinese businesses scaled their presence in Dubai.

Located at the western end of Dubai, Jafza stood out as one of the region’s largest and most established free economic zones. Its proximity to Jebel Ali Port, accelerated customs procedures, and structure allowing foreign ownership offered an attractive environment, particularly for manufacturers, logistics companies, and trading firms.

Chinese companies operating in the zone spread across many sectors, including electronics, machinery, consumer goods, automotive components, and industrial equipment. A large proportion of these companies positioned Dubai not merely as a local market, but as a regional headquarters and distribution hub from which they managed their multi-continental operations.

Dubai Emerged as a Neutral Global Hub

Executives at DP World emphasized that Dubai’s role became increasingly critical during a period when global trade growth slowed and protectionism increased. Abdulla Al Hashmi, chief operating officer for parks and zones at DP World in the Gulf Cooperation Council, stated that hubs in the Middle East offered companies “neutral, stable and well-connected bases from which they can operate across East-West corridors.”

This positioning proved particularly attractive for Chinese companies facing customs tariffs, regulatory scrutiny, and geopolitical tensions in other regions. Firms establishing operations in Dubai reduced their exposure to trade disruptions while gaining efficient access to global maritime shipping routes connecting Asia, Europe, and Africa.

Dubai’s legal and regulatory framework was also decisive in this process. Allowing 100 percent foreign ownership in free zones, simplified licensing procedures, and tax advantages lowered operational barriers for international companies. These advantages became especially important for firms seeking flexibility in sourcing, assembly, and re-export activities.

Broader Implications for Global Trade

The growing presence of Chinese companies in Dubai’s free zones was viewed as a broader reflection of supply chain diversification efforts that gained momentum since the early 2020s. As companies reassessed production and distribution models reliant on a single country, hubs such as Dubai stood out as neutral platforms supporting multi-market strategies.

Analysts noted that this trend aligned with China’s goal of strengthening trade ties with the Middle East and the Global South, while also reflecting efforts to adapt to a more fragmented global trading system. From Dubai’s perspective, the rising interest from Chinese companies further reinforced the city’s position as a critical logistics and trade gateway between East and West.

By the end of 2025, Dubai’s free zones assumed a central role in shaping the international operations of many Chinese companies, demonstrating that this development represented not a temporary economic response but a lasting shift in global trade dynamics.

Dubai CommerCity to Establish New E-Commerce Fulfilment Center in 2026 Amid Rising Demand

The World Customs Organization Approved Dubai Customs’ Cross-Border E-Commerce Platform as a “Global Model”

The World Customs Organization published a trilingual report praising Dubai Customs’ cross-border e-commerce platform and recognizing it as a global reference point for digital customs transformation. This approval highlighted how advanced technology, coordinated policies, and strong public-private partnerships enabled Dubai to modernize its border procedures and support the rapid growth of digital trade.

The World Customs Organization published a special report in French, English, and Spanish examining the development and performance of Dubai Customs’ cross-border e-commerce platform. In the report, the initiative was described as a successful example of how customs administrations can facilitate legitimate trade while maintaining effective border control in a high-volume e-commerce environment.

According to the WCO assessment, Dubai Customs demonstrated that digital innovation in customs services is achievable through clear regulatory frameworks, close cooperation with logistics and transportation companies, and the adoption of advanced technologies. The organization positioned the platform as a reference model for customs authorities aiming to adapt to the rapid expansion of cross-border online trade.

This recognition came at a time when international interest in the United Arab Emirates’ e-commerce and logistics ecosystem was increasing. The ecosystem had attracted significant investments and generated notable employment across transportation, warehousing, fulfillment, and last-mile delivery services.

Dubai Customs and Digital Trade Transformation

Dubai Customs stated that the WCO’s approval reflected the depth of the ongoing transformation in trade and customs operations in the emirate. Juma Al Ghaith, Advisor to the Director General of Dubai Customs and Executive Director of Customs Development, stated that this recognition was aligned with the vision of positioning Dubai as a future-ready city and a global center of the new digital economy.

Al Ghaith said that Dubai Customs follows a comprehensive strategy that places innovation at the center of public priorities. According to him, the cross-border e-commerce platform, which includes blockchain-based processes, has become an international reference point for managing e-commerce flows efficiently and transparently. He also added that the WCO’s praise confirmed that Dubai is ready to assume a leading role in shaping the future of global e-commerce.

Capabilities of the Dubai Customs Platform and Trade Facilitation

Atiq Al Muhairi, Executive Director of Customs Development at Dubai Customs, said that the e-commerce platform represents a qualitative leap in facilitating cross-border trade. He explained that the system strengthens coordination between public authorities and transportation companies, enables faster compliance with customs requirements, and allows logistics operations to be aligned more smoothly with e-commerce traffic.

Al Muhairi stated that the platform relies on big data analytics and artificial intelligence tools to continuously support digital trade. According to the WCO report referenced by Dubai Customs, the platform demonstrated how technology can be applied at scale to accelerate legitimate trade and encourage investment without compromising regulatory oversight.

Dubai Customs also shared plans to expand global partnerships with leading international e-commerce platforms. Officials said that the roadmap aims for the system not to remain solely a facilitation tool, but to become an integral component of Dubai’s future economic structure.

Approximately 14 Billion Dollar Expectation in the UAE E-Commerce Market

Data shared together with the WCO recognition pointed to strong growth in the UAE’s e-commerce market. The total market value reached 32.3 billion AED, or approximately 8.8 billion dollars, in 2024; it was projected to exceed 50.6 billion AED, or approximately 14 billion dollars, by 2029.

Dubai Customs said that it aims to route between 20 percent and 30 percent of low-value postal shipments carrying e-commerce products through the platform. It was stated that through cooperation with multinational express cargo companies and small and medium-sized enterprises, it is aimed for all parties to benefit from advanced trade facilitation tools.

The scope of the platform extended beyond the UAE to support e-commerce trade routes across the Gulf Cooperation Council. Officials stated that this regional reach reinforced Dubai’s role as a logistics and digital trade hub.

Noon Completed Its First Drone Delivery Pilot

The drone delivery operation was conducted with the support of the Smart and Autonomous Systems Council and under the supervision of the Integrated Transport Centre (Abu Dhabi Mobility). The autonomous delivery was carried out in Liwa, which is known for its sparse population and challenging geography. In the pilot study, it was aimed to deliver products directly to customers by using drones. The feasibility of aerial delivery was tested in environments where road access is limited or inefficient.

Drone Delivery Systems Are Operationally Ready

According to the companies involved in the drone delivery project, the successful completion of the trial confirmed that drone-based delivery systems are operationally ready in remote areas. The pilot application also showed that autonomous solutions can provide efficiency and reliability without relying on existing transport networks. This situation was considered a critical factor in terms of expanding logistics services beyond major city centers.

The initiative brought together Lodd Autonomous, which operates in the field of autonomous delivery technologies, and Noon, one of the leading e-commerce platforms in the Middle East. The cooperation focused on integrating drone technology into real commercial delivery scenarios, going beyond closed-area tests.

Regulatory Oversight and Ecosystem Support

The drone delivery pilot study was carried out within a regulatory framework under the supervision of Abu Dhabi Mobility in order to ensure compliance with safety, airspace, and operational standards. The support of the Smart and Autonomous Systems Council reflected Abu Dhabi’s broader strategy of promoting advanced mobility solutions while maintaining public safety and regulatory clarity.

Abu Dhabi has positioned itself in recent years as a test hub for smart mobility and autonomous technologies, including drones, autonomous vehicles, and smart transport systems. Through controlled pilot projects, authorities aimed to encourage innovation while also ensuring strict oversight and risk management.

In this context, the drone delivery trial in Liwa was considered not only a technological demonstration but also a field application aligned with policy. The study provided regulators and industry stakeholders with concrete data on the performance of autonomous delivery systems under real operational conditions, including navigation, safety protocols, and integration with existing logistics platforms.

Noon Prepares to Launch 15 Minute Drone Deliveries Across the UAE

Ethiopost Launched Virtual P.O. Box and Post Gebeya to Expand Digital Logistics and E-Commerce

Ethiopia’s national postal service, Ethiopost, implemented two major digital services aimed at modernizing mail delivery and supporting small businesses. Ethiopost put into use its digital system called “Virtual P.O. Box” and a new e-commerce platform called “Post Gebeya.”

Ethiopost announced that it launched the Virtual P.O. Box service following a development process spanning several years that began in 2016. Speaking at the launch, Ethiopost CEO Dagmawi Hailiye said that the new service was designed to simplify mail reception for individuals and businesses and to eliminate the need for physical post boxes.

Under the new system, customers’ mobile phone numbers are used as their unique postal addresses. This practice replaced the requirement to rent and manage a numbered physical box from a post office. According to Hailiye, customers no longer need to visit branches for post box procedures; a name and phone number are sufficient for delivery.

Virtual P.O. Box Will Apply Tiered Pricing

Virtual P.O. Box was offered with a tiered pricing structure. Ethiopost set the Basic service at ETB 750, the Standard package at ETB 2,000, and the Premium plan at ETB 3,500. The different packages aimed to offer options according to the delivery volumes and service expectations of individual users and businesses.

Ethiopost stated that the system increased delivery accuracy and efficiency, especially in last-mile logistics. Hailiye noted that thanks to the precision of the digital address model, deliveries could be made without the need to call in advance, which reduced delays and operational friction.

The E-Commerce Platform Post Gebeya Aims to Support MSMEs and Exports

Along with the virtual address service, Ethiopost also introduced the Post Gebeya e-commerce platform, which aims to connect Ethiopian MSMEs to broader markets. The platform was presented as a tool to help local producers overcome logistical and market access barriers encountered in online commerce.

Post Gebeya was designed to leverage Ethiopost’s international postal and logistics network, thereby enabling participating sellers to sell both domestically and internationally. Hailiye stated that the platform would provide Ethiopian businesses with a reliable channel for cross-border sales.

In the initial phase of the platform, 100 sellers were planned to be onboarded. Ethiopost stated that this first phase was a controlled launch aimed at establishing service quality and logistical reliability before opening to a broader seller pool.

The company emphasized that the platform was not limited to product listing and sales, but was structured to combine logistics, delivery, and postal services under a single ecosystem. This approach aimed to simplify the process for MSMEs that want to enter e-commerce without establishing their own distribution infrastructure.

Ethiopost Will Integrate With Telebirr Through Cooperation With Ethio Telecom

The launch of both services was supported by a strategic collaboration with the state-backed telecommunications company Ethio Telecom. This partnership combines Ethiopost’s logistics expertise with Ethio Telecom’s digital infrastructure. As part of this cooperation, it was planned that the new services would be integrated into the Telebirr Super App operated by Ethio Telecom. Hailiye said that through this integration, users would be able to access postal and e-commerce services directly via their smartphones.

Ethiopost stated that it expected user adoption and visibility among consumers and businesses to increase significantly with the integration of Post Gebeya and Virtual P.O. Box services into Telebirr. The company emphasized that this step was aligned with national goals aimed at the digitalization of public services and the expansion of commercial inclusivity.

B2B E-Commerce Platform “E-Tamirt” Launched in Ethiopia

Keeta Completed Its Nationwide Launch Across the UAE

This expansion took place following Keeta’s entry into the UAE market and reflected the company’s goal of establishing a long-term presence in the region rather than a limited trial phase. Company executives stated that nationwide coverage constituted a milestone aligned with a strategy focused on reliability, customer experience, and sustainable merchant partnerships.

Keeta Focused on Building a Platform Designed Around Daily Consumer Needs

Since entering the UAE market, Keeta focused on building a platform designed around daily consumer needs. The company served a wide range of restaurants, from local independent businesses to regional and international brands. The company highlighted consistent operations, transparent commercial terms, and technology-supported efficiency as the core elements of its approach.

According to company statements, these priorities contributed to increased participation of restaurant partners on the platform, with thousands of businesses choosing to expand their activities over time. Keeta stated that this growth reflected increasing trust among merchants in its operational model and long-term plans for the UAE market.

The nationwide rollout took place within a rapidly developing UAE food delivery and digital commerce ecosystem, where platforms sought to differentiate themselves through service quality, pricing structures, and merchant support.

Support For Local And İndependent Restaurants

While expanding its geographic coverage, Keeta placed particular importance on working with local and homegrown restaurants. The company reported that it aimed to increase visibility on the platform, support operational stability, and enable sustainable growth by establishing close cooperation with independent businesses.

It was stated that this approach aimed to help small and medium-sized businesses compete more effectively in an intensely competitive environment while preserving their brand identity. Independent restaurants were positioned not as a secondary element but as core components of the platform ecosystem.

Some restaurant operators highlighted these elements when sharing their experiences with the platform. Muhammad Afroz Ali, owner of Rumaan Hyderabad Restaurant, said that the initial decision to join Keeta was made to test performance, but the collaboration exceeded expectations. Ali stated that the Keeta team quickly understood the cuisine and worked together on menu structure and promotional strategies, which supported further growth on the platform.

Representatives of Nahdi Mandi Restaurant described Kee ta as a transparent and reliable partner and noted that clear communication and continuous support were encouraging for long-term planning. Omar Ahmed Bin Jumah of Bebex Coffee said that, as a homegrown brand, quality and customer experience were priorities, and that Keeta supported growth in a way aligned with these values.

Full Coverage And The Next Phase

After achieving full nationwide coverage, Keeta announced that it would focus on strengthening service reliability, enhancing customer experience, and supporting further growth for merchants. The company emphasized that building long-term and solid partnerships with restaurants and couriers would continue to play a central role in the scaling process.

Cynthia Chen, General Manager of Keeta UAE, stated that the company aimed to continue growing together with customers and merchant partners and to build a platform that delivered everyday value across the UAE. Chen’s remarks reflected Keeta’s approach of prioritizing long-term engagement over short-term growth.

Keeta operates in the UAE as part of Meituan’s global portfolio. Listed on the Hong Kong stock exchange, Meituan owns Meituan Waimai, China’s largest food delivery platform, and launched the Keeta brand to bring its technology-driven delivery model to international markets.

The completion of the nationwide rollout positioned Kee ta as an established countrywide platform at a time when demand for digital food services was increasing, supported by high smartphone usage rates and a diverse restaurant ecosystem. Industry observers viewed this step as a fundamental development that would shape Keeta’s competitive role in the UAE’s food and digital economy in the coming years.

Dubai Taxi & Keeta Team Up for Last-Mile Delivery