The digital commerce sector is experiencing radical evolution, characterized by the integration of unified platforms, omnichannel approaches, and artificial intelligence-driven automation. Modern enterprise solutions now extend beyond simple online storefronts to encompass entire ecosystems that merge marketplaces, logistics, and financial operations.
VTEX, a Nasdaq-listed software-as-a-service provider at the forefront of this transformation, supports 2,400 global brands and 3,400 digital storefronts across 43 nations. The company has received consecutive Gartner Customers’ Choice accolades and was recently positioned as a Challenger in the 2025 Magic Quadrant for Digital Commerce.
The Middle East and North Africa region demonstrates particularly vigorous growth in adopting sophisticated commerce technologies. Success stories include Motorola, which achieved 300% regional growth following VTEX implementation, and Etihad Arena, which utilizes the platform for real-time mobile ordering during major events. These cases underscore the critical importance of localization features—including Arabic language interfaces, regional currency compatibility, and built-in tax compliance—for market success.
A significant technological advancement comes through agentic AI integration within VTEX’s operations. The company’s AI agents autonomously resolve 92% of customer service inquiries, facilitate real-time storefront modifications through natural language commands or Figma files, and deliver immediate actionable insights without conventional dashboard interfaces.
Santiago Naranjo, VTEX’s President for EMEA, articulated the vision: “Agentic commerce envisions an autonomous engine that contextually comprehends data and acts on the client’s behalf. Realizing this would represent an industry breakthrough.”
In response to regional demand, VTEX has inaugurated a new operational center in Dubai Commerce City, marking a strategic expansion milestone. This development aligns with the UAE’s Digital Economy Strategy, which targets doubling the sector’s GDP contribution by 2030. Naranjo commended the UAE’s policy consistency, noting: “This planning caliber is unmatched elsewhere. The nation’s unified vision provides the confidence to intensify our investments. We aspire to participate in this transformation both commercially and personally.”
Prakash Gurumoorthy, VTEX’s General Manager for EMEA, outlined the structured market approach: “Our framework progresses through discovery, validation, acceleration, and scaling phases. We’re currently validating with operational clients like Etihad Arena, which justifies establishing Dubai as our regional hub.”
The new facility will host specialized teams for customer support, solution engineering, marketing, partnerships, and sales, serving both regional clients and European brands expanding into Gulf Cooperation Council markets. Gurumoorthy projected continued growth: “2025 delivered strong Middle Eastern performance with numerous new clients. We anticipate even greater 2026 outcomes as we expand operations and reinforce regional commitment.”