E-commerce Innovator SIDEUP Sets Sights on Oman Expansion

Stepping into one of the Middle East’s most promising markets, SIDEUP has officially announced it will launch a regional branch in Muscat, Oman, by early 2025. This expansion follows the company’s growing momentum in Egypt and Saudi Arabia, reinforcing its mission to simplify e-commerce logistics through integrated shipping, payment, and operations management solutions.

During a recent online briefing with journalists, SIDEUP’s CEO Waleed Rashed expressed his enthusiasm about the Omani market. “For us, it’s more than just opening a new office,” Rashed explained, “it’s about empowering businesses in Oman with the same smart tools that helped many Egyptian and Saudi entrepreneurs thrive.” His statement hinted at the rising demand for streamlined e-commerce services across the Gulf region, where digital solutions continue to reshape how people shop and sell.

Established in Egypt in 2019, SIDEUP has rapidly built a reputation for connecting online merchants with a wide range of logistics and technology partners. By collaborating with more than 20 shipping companies—including household names like Aramex, J&T, DHL, and SPL—the platform ensures that merchants can manage orders, process payments, and track deliveries all under one digital roof. Rashed pointed out that these efforts are vital to making online retail more accessible: “Our role is to remove as many barriers as possible, so even smaller businesses can compete on a level playing field.”

Beyond logistics, SIDEUP focuses on simplifying financial processes. Merchants can integrate with various payment gateways, such as Paytab and Paymob, enabling them to offer cash-on-delivery options—a popular preference in the Middle East. According to Rashed, this approach “taps into regional buying habits,” making it easier for customers who are more comfortable paying in cash or may not have ready access to other payment methods.

The company’s upward trajectory has attracted noteworthy investors, including 500 Startups, Launch Africa VC, Alex Angels, and RAI Angels. With capital in hand, SIDEUP shifted its headquarters to Riyadh in March 2023, setting the stage for deeper regional involvement. Today, it boasts a client base of over 3,000 online stores, forming partnerships with top e-commerce platforms like Zid, Zammit, and Shopify.

For many industry observers, SIDEUP’s decision to expand into Oman feels timely. The local market is ripe for technological innovation, and the Sultanate is keen to diversify its economy through robust digital initiatives. If all goes according to plan, the new Muscat branch could serve as a springboard for further expansion across the Gulf Cooperation Council (GCC) countries, amplifying SIDEUP’s vision of making online retail accessible and efficient for every entrepreneur.

By harnessing Oman’s growing demand for seamless online shopping experiences, SIDEUP aims to build on its established operations in Egypt and Saudi Arabia. “We’re bringing the lessons we’ve learned, the tools we’ve developed, and the passion we have for helping businesses flourish,” Rashed concluded. “At the end of the day, that’s what our expansion is really about—giving every company, big or small, the opportunity to succeed in the digital economy.”