Redefining last-mile delivery in the Middle East

Sonia Sali

In an interview with CargoTalk Middle East, Alaa Saoudi, Chief Operating Officer, Aramex Express, discusses how evolving customer expectations, digitalisation, and shifting trade patterns are reshaping the region’s e-commerce and last-mile logistics landscape. From AI-powered delivery solutions and rising Asia–GCC trade to the UAE’s growing role as a fulfilment hub, Saoudi shares insights into the key trends shaping logistics growth in the Middle East.

Alaa Saoudi, Chief Operating Officer, Aramex Express

How have speed and visibility expectations changed your last-mile operations?

Customer expectations have fundamentally evolved. Speed is now only one part of the equation. Consumers expect accurate delivery windows, real-time visibility, flexible delivery options, and seamless returns. In response, we have redesigned our last-mile operations around technology, data, and customer convenience. We leverage AI-powered route optimisation, dynamic dispatching, predictive demand forecasting, and real-time tracking to improve efficiency and service quality. We have also strategically positioned fulfillment facilities using demand and geographic data to support faster deliveries. In addition, our Customer-Initiated Returns solution enables e-commerce businesses to simplify returns through direct integration with their online platforms. Ultimately, success today is measured by reliability, transparency, and a consistently excellent customer experience.

Which GCC cross-border e-commerce routes are growing fastest?

The strongest growth continues to come from Asia into the GCC, particularly from China, driven by cross-border marketplaces and direct-to-consumer brands. We are also seeing increasing volumes from Europe and the United States as consumers seek greater product variety and faster delivery options. Within the region, GCC-to-GCC trade is becoming increasingly important as e-commerce businesses position inventory closer to customers to reduce delivery times. Looking ahead, one of the most significant opportunities lies in connecting Asia with the Middle East and Africa through regional logistics hubs. Providers that can combine efficient customs processes with reliable last-mile execution will be best positioned to support this growth.

What are the biggest challenges in cross-border e-commerce today?

The main challenge is managing complexity across multiple markets. Customs procedures, varying regulatory requirements, evolving tariff policies, and inconsistent data standards can all create delays. Success depends on digital customs integration, accurate shipment data, and strong local expertise to ensure compliance and predictable transit times.

How crucial is ME for e-commerce links between Asia, Europe and Africa?

The Middle East is uniquely positioned as a global logistics bridge connecting Asia, Europe, and Africa. Its strategic location, world-class infrastructure, and extensive trade connectivity make it a critical hub for fulfilment and redistribution. As supply chains evolve, the region will play an increasingly important role in facilitating cross-border e-commerce growth.

What will drive the next phase of e-commerce growth in the Middle East?

The next phase of growth will come from underserved markets beyond major GCC cities, supported by improving logistics infrastructure and digital payment adoption. We also expect strong momentum from SMEs selling online, social commerce, B2B e-commerce, and specialized fulfilment solutions designed to meet evolving customer expectations.

Will e-commerce continue to drive logistics growth, or will other sectors take the lead?

E-commerce will remain a key growth driver, but logistics demand is becoming increasingly diversified. High-value retail, healthcare, industrial supply chains, and B2B fulfilment are growing rapidly. The future belongs to logistics providers that can build agile, scalable networks capable of serving multiple industries efficiently.

What role will the UAE play in the future of regional fulfilment and distribution?

The UAE will continue to strengthen its position as the region's leading fulfilment and distribution gateway. Its advanced infrastructure, connectivity, and business-friendly environment enable companies to efficiently serve markets across the GCC, Middle East, and Africa. The next phase will be driven by AI-enabled fulfilment, value-added logistics, and smarter inventory management.