Tradeling and Yango Ads Join Forces to Transform Middle East B2B Commerce

Tradeling has struck a new Memorandum of Understanding with Yango Ads, and it’s one of those deals that makes you pause for a moment because it says quite a lot about where digital commerce in the region is heading. The agreement brings together Tradeling’s fast‑growing online buying ecosystem with Yango Ads’ advertising technology, particularly its AI-driven retail media tools. On paper, it sounds like a tidy match; in practice, I reckon it could reshape how suppliers reach buyers across the Middle East.

Tradeling, formed as part of Dubai’s ambitious Dubai 10X programme and now under the Dubai Integrated Economic Zones Authority, has become a familiar name for many of us at Arageek, especially when talking to startups trying to break into B2B trade without all the usual faff. The platform already supports more than 50,000 buyers browsing through over eight million SKUs, covering everyone from small retailers to HoReCa suppliers and even households looking for bulk deals. And believe it or not, I once heard a young founder in Sharjah describe Tradeling as his “lifeline” during the early pandemic days — a reminder of how much digital infrastructure matters here.

Yango Ads, meanwhile, will give brands access to high‑intent audiences inside the Tradeling purchasing environment. That basically means sellers can place their products in front of people who are already in buying mode, which is spot on for boosting conversions. Tradeling, on the flip side, gets the benefit of Yango’s AI-powered targeting and optimisation tech, aimed at helping suppliers gain visibility and, hopefully, grow a bit faster without burning their budgets.

Evgenii Pavlov, General Manager for Yango Ads in the Middle East and Africa, described the collaboration as a merging of two forward‑thinking digital ecosystems, noting Tradeling’s “sophisticated” commerce infrastructure. Safvan Vali, who leads marketing at Tradeling, echoed that, saying the mission has always been to simplify B2B trade and that this partnership strengthens that aim through smarter advertising and performance tools.

The timing isn’t random either. The region’s B2B trade market is valued at around $1 trillion, and online B2B commerce could hit $40–50 billion within five years. That’s a huge slice of opportunity, and both sides seem keen to stake their claim early. Under the MoU, they plan to explore areas like retail media monetisation, AI-powered audience targeting, supplier promotion tools and co‑branded commercial pilots. Nothing binding yet, but enough to show serious intent.

What stands out to me is how these kinds of partnerships are slowly making advanced AdTech feel less like a luxury and more like a standard feature for businesses here. For many SMEs across MENA — the ones we often try to champion on Arageek — simplified access to targeted digital advertising could be a game‑changer. Well… I mean, assuming the tech doesn’t become too complicated or expensive, which can definately happen with AI.

Still, the collaboration signals a shared push toward AI-powered retail media that could influence how companies discover products, manage procurement and expand their footprint across the Middle East. And knowing how fast this ecosystem moves, I doubt this will be the last such partnership we see.

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