Valu Launches Seamless In-App Checkout for Shop’IT Ahead of Valu Friday

Valu has just taken another big leap in Egypt’s fintech scene with a new in-app checkout for Shop’IT. Earlier this year, the company introduced its marketplace, and now it’s tying the whole experience together. Users can scroll through products, compare prices, and pay—all without leaving the Valu app. It’s the kind of smooth digital journey we’ve been hearing about for ages, but few actually pull off this well.

With this update, everything happens inside the app. From exploring the latest gadgets and home essentials to checking delivery fees and tracking orders, the process feels neat and self-contained. Payments are, of course, made using the user’s Valu credit limit. There’s also a clever bit of engineering behind the curtain: orders go straight into merchants’ backend systems, thanks to tech support from WaffarX. That backend synch makes life easier for both shoppers and sellers—no messy redirects or manual confirmation steps.

Adham Ehab, Valu’s Head of Products, explained that this rollout changes how people shop digitally in Egypt. He highlighted how businesses will gain better visibility through improved integrations, which, in turn, should give customers a more fluid experience. I reckon he’s right—nothing kills online enthusiasm faster than clunky navigation or three different payment pop-ups.

The timing isn’t random either. Just as Valu Friday—the company’s version of the Black Friday shopping buzz—draws near, this polished checkout is perfectly placed. Shoppers will be able to claim special discounts and cashback through Shop’IT across a range of brands. Not a bad deal if you’re eyeing up something pricey. And believe it or not, I remember when such features felt like a bit of a faff to use; now it’s literally tap-and-go.

At Arageek, we’ve seen how integrated payment experiences like this often become a gateway for smaller merchants to reach new audiences. Many startups we speak with across the MENA region dream of this kind of visibility—seamless tech that actually boosts trust and transactions. So while Valu’s update may sound like just another app tweak, it’s a spot on example of how the fintech scene here keeps evolving in smart, practical steps.

If the execution stays as promised, Egyptian shoppers are in for a smoother, more rewarding online spree—I’m definately chuffed to bits to see local innovation maturing this quickly.

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