The move marks a significant step in the company’s expansion strategy, positioning Ethiopia as one of its first major entry points into the African e-commerce landscape.

Ethiopian products reach global audiences

Through the platform, Ethiopian businesses can now offer a wide range of goods to international buyers, including coffee, textiles, leather products, and handmade items.

The integration into the marketplace is expected to strengthen export potential for small and medium-sized enterprises while increasing global visibility for locally produced goods. It also provides sellers with access to a structured digital environment that simplifies cross-border trade.

Cross-border e-commerce gains traction

The launch reflects a broader trend of growing cross-border e-commerce activity, particularly in emerging markets.

By leveraging Wildberries’ logistics and marketplace infrastructure, Ethiopian sellers are able to access international markets more efficiently, reducing traditional barriers such as distribution complexity and limited reach.

Partnership supports digital economy development

The entry into Ethiopia follows cooperation with Ethiopian Investment Holdings, aimed at supporting the country’s digital economy and e-commerce ecosystem.

Through this initiative, Wildberries is contributing to improvements in logistics capabilities, technology transfer, and the creation of new opportunities for local businesses to scale beyond domestic markets.

Two-phase marketplace rollout

In its initial phase, Ethiopian products will be made available to international consumers through Wildberries.

A second phase is expected to introduce foreign sellers to the Ethiopian market, further expanding trade flows and strengthening the country’s position within global e-commerce networks.

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The initiative applies to companies in major zones including Dubai Airport Freezone (DAFZ), Dubai Silicon Oasis (DSO), and Dubai CommerCity.

Measures focus on cost relief and flexibility

The newly announced support package includes a range of financial and operational incentives designed to improve liquidity and business continuity.

Key measures include:

• Flexible rental payment options, including monthly instalments
• Waivers on certain administrative and service fees
• Deferred payment options for selected charges
• Stable rental rates upon contract renewal

These steps are intended to reduce immediate financial pressure on companies while maintaining operational stability.

Part of a broader economic support strategy

The move follows Dubai’s wider economic support programme, which includes a AED 1 billion package introduced to strengthen business resilience amid ongoing regional challenges.

The measures are being implemented for a limited period, with the goal of enhancing flexibility and supporting both businesses and the broader economic ecosystem.

Supporting business continuity and investment

Authorities said the initiative is designed to ensure companies can continue operating efficiently while adapting to current market conditions.

Free zones play a key role in Dubai’s economy, offering benefits such as full foreign ownership, tax advantages, and streamlined business setup processes.

By introducing additional flexibility, Dubai aims to reinforce its position as a competitive global business hub and maintwain investor confidence.

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For more insights and updates on global e-commerce and business trends, read more on WORLDEF.

Buy Now, Pay Later (BNPL) services are now used by 50% of consumers across Europe, according to data published by Ecommerce News Europe.

The report shows that BNPL has moved into the mainstream, with many consumers using these services multiple times per year as part of their regular online shopping behavior.

Adoption differs by market

Despite strong overall uptake, usage varies significantly between countries.

In markets such as Switzerland, BNPL penetration remains lower, with roughly one in four consumers using these services. The gap highlights the influence of local financial habits, credit culture, and regulatory frameworks across Europe.

Flexible payments reshape checkout

The growth of BNPL reflects a broader shift in payment preferences.

Installment-based options often interest-free are increasingly integrated into the checkout experience, offering consumers greater flexibility compared to traditional credit products. As a result, payment methods are playing a more central role in purchase decisions.

Regulatory scrutiny increases

The expansion of BNPL has drawn attention from regulators across the region.

Authorities are assessing the need for stricter consumer protection measures, including improved transparency, clearer terms, and stronger affordability checks. Proposed updates to consumer credit rules are expected to address gaps related to BNPL services.

Merchants respond to demand

For online retailers, BNPL is becoming a standard feature rather than an optional add-on.

Merchants are integrating these solutions to support conversion and align with evolving consumer expectations, while also navigating compliance requirements as regulatory oversight increases.

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Read more on WORLDEF.

Double-digit growth rates in the e-commerce sector are directly increasing the need for packaging materials. In recent years, the global e-commerce volume reaching the trillion-dollar level has dramatically expanded the scale of packaging processes. According to experts, each online order involves the use of more than one packaging material on average. This translates into continuously increasing demand for tapes, boxes, and protective packaging products.

The Packaging Tape Market İs Expected To Experience Sustained Growth Until 2035

According to IndexBox’s latest report on the global Sealing and Strapping Packaging Tape market, the market is entering 2026 with a broader demand base, more disciplined supply behavior, and a more regionally diversified supply architecture. The report forecasts long-term and steady growth in the packaging tape market. Demand is increasing more rapidly in regions with intensive logistics operations, while industrial production and warehousing activities are also among the factors supporting the market.

North America, Europe, and the Asia-Pacific regions hold the largest share of the market, while increasing e-commerce penetration in developing countries is creating new growth opportunities.

Efficiency and Durability Take Priority in Logistics

The transformation in the packaging tape market is not limited to volume growth. Companies are shifting toward more durable, environmentally friendly, and cost-efficient products. In particular, recyclable and sustainable materials are among the most important trends of the new era. In addition, packaging solutions compatible with automation systems are emerging as critical elements that enhance operational efficiency in warehouses and fulfillment centers.

A Small but Critical Component in the Supply Chain

Although packaging tape may seem like a small product, it plays a critical role in the uninterrupted functioning of global trade. As a fundamental component ensuring that every shipment is delivered securely, this product category is gaining strategic importance as e-commerce continues to grow. As the expansion of e-commerce and logistics sectors continues, the importance of essential products such as packaging tape will further increase. Despite its low visibility, this market will continue to play a critical role in the sustainability of global trade.

According to the “Hong Kong Exporter Survey 1Q26” report, e-commerce now plays a central role in Hong Kong’s foreign trade strategy. The report is based on a survey of 507 companies.

Cross-Border E-Commerce Reaches a 28% Share of Revenues

According to the survey, for companies engaged in cross-border e-commerce, this channel has reached an average share of 28% of total sales. More than two-thirds of respondents stated that e-commerce accounts for at least 20% of their total sales, while nearly 30% reported that this ratio exceeds 40%.

For Hong Kong exporters, the Chinese mainland ranked as the most important e-commerce market with a 24% share. The European Union and the United Kingdom followed with 17%, while the United States and Canada stood out with a 15% share. ASEAN countries were also among the rising markets, accounting for 14%.

The Biggest Obstacle: Regulation and Compliance Processes

Despite the growth of cross-border e-commerce, the biggest challenge companies face is regulatory compliance. Among existing players, 28.4% identified this as the most significant barrier, while 27.9% of those planning to enter the market cited the same issue. In addition, payment systems (23.1%) and logistics processes (19.1%) were also listed among the major concerns. In particular, tax, customs, and data protection regulations across different countries are making operations more complex for companies.

Legal and Logistics Support Come to the Fore

According to the survey findings, the area of support most needed by companies is legal advisory services. Regulatory compliance and intellectual property protection are of critical importance for both existing players and new entrants. These are followed by risk management solutions and logistics services. Especially for active e-commerce businesses, strong logistics partners capable of managing delivery, returns, and customs procedures are of great importance.

Artificial intelligence and smart labeling technologies are reshaping how products are priced, tracked, and sold, turning traditional retail environments into real-time, data-driven ecosystems.

At the center of this transformation are smart labels digital price tags and connected systems that go far beyond static product information.

From Static Retail to Real-Time Commerce

Retail has traditionally operated on fixed pricing, manual updates, and delayed decision-making.

That model is now being replaced.

With AI-powered systems and electronic labels, retailers can update prices instantly, respond to demand fluctuations, and optimize promotions in real time. This shift enables what industry leaders describe as dynamic commerce a model where operations are continuously adjusted based on data.

The result is a more agile retail environment where pricing, inventory, and customer experience are no longer disconnected.

Smart Labels as a Strategic Tool

Smart labels often powered by technologies like RFID, NFC, or digital shelf displays are becoming a key interface between products and data.

They allow retailers to:

• Automate price changes across thousands of SKUs
• Improve inventory visibility and tracking
• Enable real-time promotions and personalized offers
• Reduce operational errors and manual workload

More importantly, these labels create a bridge between physical stores and digital commerce systems, aligning offline retail with e-commerce logic.

This convergence is critical in a region where omnichannel strategies are rapidly evolving.

AI Is Redefining Decision-Making

Artificial intelligence is not just supporting operations it is redefining them.

Retailers are increasingly using AI to analyze consumer behavior, predict demand, and automate decisions that were once handled manually. From pricing strategies to shelf optimization, AI enables a level of responsiveness that traditional systems cannot match.

In Latin America, adoption is accelerating as companies aim to keep pace with global innovation and rising consumer expectations.

Why Latin America Is a Key Growth Region

The region’s e-commerce market is projected to surpass $200 billion, making it one of the fastest-growing globally.

This growth creates the perfect environment for innovation.

However, challenges remain fragmented infrastructure, logistics complexity, and varying digital maturity. AI and smart technologies offer a way to overcome these limitations by improving efficiency and reducing operational friction.

The Bigger Shift: Retail Becomes a Data Platform

The real impact of AI and smart labels goes beyond efficiency.

Retail is evolving into a data platform, where every product, shelf, and transaction generates actionable insights. The store is no longer just a sales channel it becomes part of a connected, intelligent system.

In this model, success is not defined by scale alone, but by how effectively businesses can turn data into decisions.

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But behind this rapid growth lies a striking imbalance.

An estimated 85% of cross-border e-commerce potential remains untapped, revealing a significant gap between Vietnam’s domestic success and its global reach.

A Market Growing Inward, Not Outward

Vietnam has all the ingredients of a global e-commerce exporter. Its manufacturing base is strong, its workforce is competitive, and its digital adoption continues to accelerate.

Yet most of this growth remains concentrated within national borders.

While local platforms and domestic demand are expanding, international channels where higher margins and long-term brand value exist are still underutilized. For a country deeply integrated into global trade, this disconnect is increasingly difficult to ignore.

The Missing Link: From Production to Brand

One of the core challenges lies in how Vietnamese businesses operate globally.

A large portion of exports still follows a contract manufacturing model, where products are produced locally but sold under foreign brands. This limits visibility, pricing power, and long-term value creation.

Cross-border e-commerce offers a different path one where companies can build their own brands, engage directly with consumers, and control the full customer journey.

But making that shift requires more than supply it requires strategy.

Logistics Still Defines the Limits

Despite progress, logistics remains the biggest constraint.

Cross-border delivery costs, customs complexity, and fragmented infrastructure continue to slow down international expansion. For many SMEs, these barriers create uncertainty, making domestic growth the safer option.

At the same time, limited experience in digital marketing, marketplace management, and international compliance further widens the gap.

In other words, the opportunity is clear but execution remains uneven.

A Shift Already in Motion

There are early signs of change.

Vietnamese sellers are increasingly entering global marketplaces, particularly in categories like fashion, home goods, and lifestyle products. Awareness around cross-border opportunities is rising, and more businesses are exploring direct-to-consumer models.

The mindset is evolving from exporting products to building global businesses.

Policy Could Be the Turning Point

Government initiatives may accelerate this transition.

With a new e-commerce law expected to take effect in 2026 and a broader digital economy roadmap in place, Vietnam is working to create a more structured and supportive environment for cross-border trade.

If these efforts translate into better logistics, clearer regulations, and stronger SME support, the country could unlock a significant portion of its untapped potential.

From Opportunity to Advantage

Vietnam does not lack demand, supply, or capability.

What it lacks at least for now is full alignment between its domestic momentum and global ambition.

Closing that gap could redefine the country’s role in global e-commerce. Because in today’s market, success is no longer about how fast you grow locally but how effectively you scale internationally.

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The collaboration brings together ENOC’s extensive retail network with 7X’s logistics and transport capabilities creating new opportunities for faster, smarter, and more accessible delivery solutions.

A Strategic Move Toward Smarter Last-Mile Delivery

At the core of the partnership is a shared vision: improving last-mile efficiency, one of the most critical challenges in modern e-commerce.

As part of the agreement, both companies will explore integrating 7X’s logistics infrastructure such as pick-up and drop-off (PUDO) points and smart lockers into ENOC’s nationwide retail network.

This move is expected to significantly enhance customer convenience while reducing delivery times and operational complexity for businesses.

Expanding Digital & Retail Capabilities

The collaboration goes beyond logistics. It also includes joint initiatives across:

• E-commerce and quick commerce (q-commerce)
• Retail innovation and digital services
• Transport-ready and logistics-enabled solutions

These areas highlight a broader shift in the region: blending physical infrastructure with digital ecosystems to create seamless customer experiences.

For ENOC, this aligns with its growing role as more than just an energy provider evolving into a retail and mobility platform. For 7X, it strengthens its position as a key enabler of logistics innovation in the UAE.

Why This Matters for E-Commerce

This partnership reflects a larger trend reshaping global commerce: the rise of hyper-local fulfillment and integrated logistics networks.

By turning everyday locations like fuel stations into logistics touchpoints, companies can:

• Reduce last-mile delivery costs
• Improve delivery speed
• Increase accessibility for customers
• Support omnichannel retail strategies

In markets like the UAE where consumer expectations for speed and convenience are rapidly increasing these innovations are becoming essential rather than optional.

A Glimpse Into the Future of Logistics

The ENOC–7X partnership signals a future where logistics is no longer a backend function, but a customer experience driver.

As digital infrastructure, retail networks, and logistics systems continue to converge, we can expect:

• More decentralized delivery models
• Increased use of smart lockers and PUDO systems
• Stronger integration between online and offline commerce

Ultimately, the companies that succeed will be those that can combine technology, infrastructure, and customer-centric design into one seamless ecosystem.

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Maison Safqa was founded in 2024 by Lea Mehaweg, Estelle Nasr, and Georgia Mehaweg. The platform allows premium and luxury brands to monetize excess inventory without sacrificing pricing or brand positioning. It operates through a flash-sale model, offering time-limited campaigns across fashion, beauty, and lifestyle categories, with both public and invitation-only sales options.

The funding will be used to support technology development, expand the brand portfolio, and enable offline activations in Riyadh and Jeddah. The company is targeting $2.5 million in cumulative sales within the next 18 months.

Maison Safqa CEO: Brands Struggle to Liquidate Excess Inventory Without Compromising Margins

Lea Mehaweg, Co-founder and CEO of Maison Safqa, commented: “The GCC luxury goods market generated $12.8 billion in revenue in 2025, yet brands still struggle to move excess inventory without diluting their image or compromising their margins. Maison Safqa was built to address this challenge by providing a controlled environment where premium and luxury brands can unlock that value while reaching the right audience.”

Estelle Nasr, Co-founder and COO of Maison Safqa, added: “From the beginning, our focus has been to build a platform that delivers an effortless and intuitive experience for both brands and customers. For our brand partners, we manage the entire process end-to-end, from onboarding to delivery, enabling them to move inventory without operational burden. At the same time, our technology allows brands to launch campaigns quickly while consistently offering a carefully curated assortment to customers.”

Amal Dokhan, Managing Partner at Sanabil 500, stated: “We are pleased to support Maison Safqa as they bring a proven e-commerce flash-sale model to the region. The team has secured partnerships with leading retailers and brands, and we look forward to supporting their next phase of growth.”

A Portfolio of More Than 50 Premium Fashion and Lifestyle Brands

Since its launch in May 2025, Maison Safqa has built a portfolio of more than 50 premium fashion and lifestyle brands, including international and regional labels such as Aigner, Lanvin, Liu Jo, Chantelle, Flabelus, and Qormuz. In less than a year, the platform has increased its gross sales by more than 20 times and established corporate partnerships with leading Saudi institutions such as Red Sea Global, Diriyah, and Cenomi Real Estate.

The backing of strong investors such as Sanabil 500 and 500 Global reflects confidence in the model’s potential. The company rapidly onboarded more than 50 premium brands shortly after its launch while achieving a 20x increase in sales volume. The presence of global brands such as Aigner, Lanvin, and Liu Jo on the platform highlights Maison Safqa’s evolution into not only a startup but also a strategic sales channel for brands.

Business Models in Qatars E-Commerce Market Are Being Formalized

A new regulation on e-commerce licensing has come into force in Qatar. While allowing businesses to operate fully online without a physical store, the regulation also introduces stricter compliance and consumer protection requirements. Issued by Qatar’s Ministry of Commerce and Industry under Ministerial Decision No. 25 of 2026, the framework formalizes digital-first business models and is expected to reduce operating costs while making market entry easier for startups and small and medium-sized enterprises.

Greater Flexibility for Digital Ventures, Tighter Regulatory Oversight

The new system in Qatar’s e-commerce market offers businesses greater flexibility while at the same time introducing stricter oversight mechanisms. Companies wishing to engage in Qatar’s e-commerce activities in Qatar will now be required to obtain a license before commencing operations. In addition, the requirement for a separate license for each digital platform creates a new compliance process for brands operating across multiple sales channels.

Companies are required to be registered in the commercial registry, clearly define their business activity, and explicitly specify the platforms they use. This is intended to prevent unregistered activity and create a more transparent structure in the sector. A separate license is required for each digital platform. This means that businesses operating across multiple websites or channels must obtain separate approval for each. The ministry is also expected to publish a list of approved e-commerce activities specifying which activities may be conducted online.

Consumer Trust Is Being Placed at the Center

One of the most notable aspects of the new regulation in Qatar’s e-commerce market is the emphasis placed on consumer rights. Under the new rules, companies are now required to offer electronic payment options, provide product information in a clear and transparent manner, clearly state return and exchange policies, and ensure that customer support and dispute resolution mechanisms are accessible.

The regulation extends existing protections into the digital environment by emphasizing transparency and consumer rights. Licensed businesses must offer electronic payment options, display registration and license details, provide clear product descriptions, publish return and exchange policies, and ensure accessible customer support services together with dispute resolution mechanisms.

The regulation governing Qatar’s e-commerce market does not apply to personal, non-commercial online transactions. It primarily targets businesses registered under the ministry, while entities operating under alternative structures such as free zones or the Qatar Financial Centre may fall outside its direct scope depending on their structure.

Regional Competition in the Gulf Is Intensifying

This move in Qatar’s e-commerce market may also reshape regional competition, which has been accelerating through digital commerce investments in countries such as the United Arab Emirates and Saudi Arabia. In particular, the removal of the physical storefront requirement could make Qatar a more attractive market for digital entrepreneurs. However, details such as the requirement for separate licenses for multiple platforms also have the potential to create operational complexity, especially for large-scale e-commerce players.