(MENAFN- Khaleej Times)

The global digital commerce landscape is undergoing a profound transformation, driven by the convergence of unified platforms, omnichannel strategies, and AI-powered automation. Enterprise commerce solutions are no longer just about hosting online storefronts - they now integrate marketplaces, logistics, and financial operations into a single ecosystem.

VTEX, a Nasdaq-listed SaaS provider, exemplifies this shift. Powering 2,400 brands and 3,400 digital storefronts across 43 countries, VTEX has earned recognition as a Gartner Customers' Choice for two consecutive years and was recently named a Challenger in the 2025 Magic Quadrantfor Digital Commerce.

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Across the Middle East and North Africa (MENA), the appetite for advanced commerce solutions is accelerating. Brands such as Motorola, which achieved 300 per cent growth in the region after adopting VTEX, and Etihad Arena, which uses VTEX to enable real-time mobile ordering during major events, highlight the growing demand for platforms that deliver seamless customer experiences. Localization features - such as Arabic interfaces, regional currency support, and built-in tax compliance - are critical for success in these markets. VTEX's platform addresses these needs natively, eliminating costly integrations and manual processes.

nother defining trend is the rise of agentic AI, which VTEX has embedded into its operations. Its AI agents autonomously resolve 92 per cent of customer service requests, enable real-time storefront updates via natural language or Figma files, and provide instant, actionable insights without traditional dashboards. As Santiago Naranjo, VTEX's President for EMEA, explained: “The vision for agentic commerce is that someone - an autonomous engine - understands the data contextually and acts on behalf of the client. If this becomes reality, we have a breakthrough as an industry.”

Dubai: VTEX's new regional hub

Against this backdrop, VTEX has opened a new facility in Dubai Commerce City, marking a strategic milestone in its Middle East expansion. The move aligns with the UAE's Digital Economy Strategy, which aims to double the sector's GDP contribution by 2030. Naranjo praised the country's clarity and consistency in policy-making:

“You don't see this type of planning in any other region. The UAE's united vision gives us the peace of mind to double down and accelerate. We want to be part of this transformation - not only as a business, but personally, I would love even to live there.”

Prakash Gurumoorthy, VTEX's General Manager for EMEA, emphasized that the Dubai hub is part of a structured go-to-market framework:“Our model has four pillars - discovery, validate, accelerate, and scale. We are now in the validate phase, with clients like Etihad Arena already live. This gives us confidence to invest heavily and create Dubai as a regional hub.”

The new office will house dedicated teams for customer support, solution engineering, marketing, partnerships, and sales, serving both regional clients and European brands expanding into the GCC. Gurumoorthy added:“2025 was a great year for VTEX in the Middle East, with many new logos launched. 2026 will be even bigger as we scale operations and deepen our commitment to the region.”

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