Valu launches Shop’it marketplace within app to unify shopping experience

Adham Ehab, head of products at Valu/Image: Supplied

Valu, the MENA region’s universal financial technology platform, has launched the Shop’it marketplace within the Valu App, consolidating its online shopping experience under a single platform. The move replaces the standalone website and provides users with a premium, app-first journey to shop and earn cashback, reinforcing Valu’s focus on smarter, more rewarding, and more accessible shopping.

Through Shop’it, customers can browse and purchase a wide selection of products from local and international partners such as Amazon, 2B, Black Circles, Way Up Sports, B.Tech, and others — all directly through the Valu app. The unified experience eliminates the need to search across multiple websites, while still enabling customers to check out on partner platforms using any payment method and earn cashback on eligible transactions. Cashback is credited to the Valu Cashback Wallet and can be redeemed on future purchases.

Shop’it also features exclusive in-app discounts and offers that cannot be found elsewhere. Customers benefit from vendors’ existing deals across all payment methods, additional offers when choosing Valu as a payment option, and cashback rewards, positioning the app as a comprehensive destination for everyday shopping.

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The new marketplace leverages data enablement to provide personalised recommendations and tailored offers, ensuring that users receive a relevant and engaging shopping experience every time they interact with the app.

“This relaunch represents a major leap forward in how we deliver value to our users,” said Adham Ehab, head of products at Valu. “By embedding Shop’IT within the Valu app, we are creating a unified, intuitive shopping ecosystem that enables users to discover, browse, and access exclusive offers in one place today, with a seamless end-to-end shopping journey coming in the next phase. Whether buying a new fashion item, upgrading tech, or shopping for everyday essentials, Shop’IT delivers a smarter, more personalised, and rewarding experience. This evolution enhances convenience while offering competitive prices, strengthening how our customers engage with Valu and fostering deeper loyalty.”

Valu said the launch is part of a broader strategy to expand its lifestyle and fintech ecosystem, with ongoing brand partnerships and feature enhancements designed to create a more intuitive and valuable shopping experience for today’s connected consumer.