Amazon Egypt has been quietly transforming Egypt's e-commerce landscape since its launch in 2021. With strategic infrastructure investments including over 100,000 cubic meters in storage capacity, advanced fulfillment technology, and collaborations spanning banks, government entities, and local manufacturers, the global retail leader is reshaping how Egyptians shop, pay, and do business online. At the helm of this transformation is Omar Elsahy, General Manager of Amazon Egypt, who brings extensive experience in digital commerce and a customer-focused approach centered on trust, value, and convenience. As White Friday concludes—one of the year's biggest shopping events featuring hundreds of thousands of deals—Elsahy shared insights on how Amazon is supporting Egypt's businesses and customers, the newly launched Amazon Bazaar shopping experience, and the role of digital commerce in Egypt Vision 2030. 1. E-commerce in Egypt has grown remarkably, and White Friday has become a major shopping event. What is behind this transformation? In just a few years, online retail in Egypt has expanded at extraordinary speed—its value has grown more than four-fold since 2017 and the share of consumers shopping online has more than tripled in the past five years. This White Friday, millions of Egyptians tapped, clicked, and bought—not just to find deals, but to experience a new rhythm of digital life that is reshaping commerce across Egypt. Innovation today is not always loud—it is the quiet refinements that make everyday moments smoother and more reliable. It is in the way we pay effortlessly, track an order without calling, or find what we need before we realize we need it. Behind these moments is innovation that feels deeply human—smarter logistics, intuitive design, and data that actually listens. Aligned with Egypt's Vision 2030 priorities, this evolution is about empowering people and businesses to feel more in control. 2. Egypt has faced significant economic pressures recently. How has Amazon responded to changing customer needs? Over the past two years, inflation and currency fluctuations have reshaped consumer behavior, with households prioritizing necessities. Demand for essential goods—particularly food items and basic household products—has grown tremendously, and we strengthened our presence in these categories to ensure Egyptian families could access what they rely on every day. We responded by introducing more frequent sale events including 11.11 and White Friday with hundreds of thousands of deals, expanding payment solutions including cash-on-delivery and installment options with 0% interest, and launching Amazon Bazaar—a shopping experience offering products between EGP 10 and around EGP 200 across everyday essentials, fashion, home, and lifestyle. Customers can also save more as they shop more—15% off orders over EGP 300 and 25% off orders over EGP 500. Our focus was building lasting relationships with customers by meeting them where they are financially. When customers can find what they need at prices they can afford, with payment methods that work for them, that builds trust—and trust drives growth. For many Egyptians, getting a good deal is as much about trust as it is about price. 3. We are seeing more Egyptian-made products online. How is Amazon supporting local manufacturers and businesses? An encouraging trend has emerged: a surge in the availability and quality of locally manufactured products. Egyptian factories and artisans have stepped up, producing high-quality goods across apparel, home goods, and personal accessories at more accessible price points. The rise of local manufacturing has been transformative for e-commerce. We are seeing customers increasingly choosing local products not just for price, but for quality and uniqueness. This White Friday, we have added new local and international brands like Al Masreya, Sonoff, Valvolin, Karaca, and FORBED. Many are also featured in Amazon Bazaar, giving local sellers additional visibility to value-conscious customers. Supporting these local entrepreneurs is part of our DNA at Amazon. Through Fulfillment by Amazon (FBA), we handle the complex logistics of storage, delivery, and customer service, allowing selling partners to focus on creating great products and building their brands. When local sellers succeed, customers get better selection, communities thrive, and the entire digital economy grows stronger. This vibrant local seller community has contributed significantly to e-commerce growth. 4. Amazon has made substantial infrastructure investments in Egypt. How do these investments support the broader digital economy? Since 2019, our storage footprint has grown to more than 100,000 cubic meters—including main fulfillment centers in 10th of Ramadan and on the Suez Road, supported by additional operational sites. One of our newest facilities offers storage capacity equivalent to ten football fields, reflecting Amazon's long-term commitment to Egypt's digital infrastructure. These expansions are part of a forward-looking strategy to prepare for the next phase of growth, centered on financial inclusion, improving logistics services, and building a more advanced digital economy. This infrastructure enables seamless experiences during peak seasons like White Friday and supports initiatives like Amazon Bazaar, where orders of EGP 200 or more qualify for free delivery. Cooperation with government authorities has strengthened since our 2021 launch, representing a shared vision to enhance the digital economy and empower local manufacturers. Government support has facilitated licensing, improved the regulatory environment, and enabled smoother operations. We have also deepened cooperation with chambers of commerce and SME-support programs, integrating hundreds of factories and companies into our seller network. 5. Looking ahead, how will technology and innovation shape the future of e-commerce in Egypt? Eighty percent of real innovation is invisible to customers—AI systems, inventory algorithms, storage optimization, and operational engines that speed up order processing and reduce errors. What truly changes the customer experience is faster fulfillment, higher accuracy, and better product availability. This phase of retail is exciting because it is not about technology for technology's sake—it is about building what feels right, creating a shopping experience that is more thoughtful, personal, and human. The most powerful systems are often the ones you don't notice, because they work the way people naturally do:predictably, intuitively, and without friction. Egypt's next chapter in retail will be written by those who turn everyday innovation into everyday progress—for customers, communities, and the country's future. That trust, built through consistent delivery on promises, will continue to drive the digital economy forward—creating jobs, supporting local businesses, and contributing meaningfully to Egypt's Vision 2030. Egypt has tremendous potential with strong customer demand. We grow thoughtfully, but never before we are ready to deliver an exceptional customer experience. Every decision begins with one question—does it serve the customer? If yes, we move. If not, we refine until it does.
