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Tradeling, headquartered in Dubai Airport Freezone (DAFZ), operates the MENA region’s largest B2B e-commerce platform. Serving over 50,000 customers, it has successfully grown its order volumes fourfold since 2023. In 2024, Tradeling successfully shipped 3.3 million units, with expectations to surpass 3.5 million units by year-end.

As a subsidiary of DIEZ, Tradeling leverages the authority’s strategic vision, fostering innovation and driving economic growth in Dubai and beyond.

Commenting on the acquisition, Dr. Mohammed Al Zarooni said, “This acquisition is a milestone in Tradeling’s journey to redefine the B2B e-commerce landscape in the Middle East. Through Tradeling’s robust digital capabilities and Axiom’s established distribution networks, we are creating a powerhouse that will deliver unmatched value to businesses across the region. This landmark transaction aligns with the Dubai Economic Agenda D33, which aims to double the size of the emirate’s economy by 2033. Moreover, Tradeling is set to continue driving significant growth and attracting global businesses seeking to establish a presence in the Middle East."

"Tradeling’s focus on building a more efficient and interconnected marketplace, will contribute significantly to Dubai's vision of becoming a dynamic hub for trade, innovation, and digital commerce. This transaction will facilitate the seamless movement of goods and services, enhance trade connectivity, and elevate the overall business environment in the region,” Al Zarooni added.

Fahad AlBannai, Chief Executive Officer of Axiom Telecom, stated, “For over two decades, Axiom has been a trusted name in technology distribution across the GCC. This transaction represents an exciting new chapter, allowing Tradeling to leverage our established infrastructure and market expertise to elevate its business offering. We are proud to see our legacy continue as part of Tradeling’s ambitious growth strategy.”

Alastair Croker, Chief Executive Officer (CEO) of Tradeling, commented, “By integrating Axiom Telecom’s distribution business into our operations, we are not only scaling our capabilities but also reshaping the technology distribution landscape across the MENA region. This strategic move enables us to provide access to global brands while leveraging our platform to empower businesses of all sizes to succeed in an increasingly competitive market. At Tradeling, we are dedicated to positioning Dubai as a hub for advanced trade and commerce while fostering a stronger, more connected ecosystem that enables businesses to thrive.”

This acquisition aligns with Tradeling’s mission to provide cutting-edge solutions in marketplace, distribution, warehousing, and logistics. By integrating Axiom’s expertise in technology distribution, Tradeling will further expand its service capabilities and client base, enhance supplier relationships, and drive innovation in the region’s B2B ecosystem.

Tradeling Holding, the B2B e-commerce entity of the Dubai Integrated Economic Zones Authority (DIEZ), has signed a definitive agreement to acquire the MENA distribution business of Axiom Telecom. The signing, witnessed by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of DIEZ, marks a landmark transaction that positions Tradeling as a key technology partner for global brands, with a projected annual revenue exceeding AED2 billion.

Further to the agreement, signed by His Excellency Dr. Mohammed Al Zarooni, Executive Chairman of DIEZ, and Abdul Aziz AlBannai, Chairman of Axiom Telecom, Tradeling Holding will acquire 100% of A&T Holding FZCO, which owns Axiom’s key distribution businesses. These include Axiom Distribution FZCO (UAE), which specialises in technology distribution within the UAE and manages experience stores for leading mobile handset manufacturers; Axiom International Distribution FZCO (UAE), responsible for technology distribution in UAE free zones and global exports; and Axiom Telecom Saudi Arabia Co (KSA), which provides technology distribution services across Saudi Arabia and international markets.

Tradeling, headquartered in Dubai Airport Freezone (DAFZ), operates the MENA region’s largest B2B e-commerce platform. Serving over 50,000 customers, it has successfully grown its order volumes fourfold since 2023. In 2024, Tradeling successfully shipped 3.3 million units, with expectations to surpass 3.5 million units by year-end. As a subsidiary of DIEZ, Tradeling leverages the authority’s strategic vision, fostering innovation and driving economic growth in Dubai and beyond.

Commenting on the acquisition, His Excellency Dr. Mohammed Al Zarooni, said: “This acquisition is a milestone in Tradeling’s journey to redefine the B2B e-commerce landscape in the Middle East. Through Tradeling’s robust digital capabilities and Axiom’s established distribution networks, we are creating a powerhouse that will deliver unmatched value to businesses across the region. This landmark transaction aligns with the Dubai Economic Agenda D33, which aims to double the size of the emirate’s economy by 2033. Moreover, Tradeling is set to continue driving significant growth and attracting global businesses seeking to establish a presence in the Middle East."

"Tradeling’s focus on building a more efficient and interconnected marketplace, will contribute significantly to Dubai's vision of becoming a dynamic hub for trade, innovation, and digital commerce. This transaction will facilitate the seamless movement of goods and services, enhance trade connectivity, and elevate the overall business environment in the region,” Al Zarooni added.

Fahad AlBannai, Chief Executive Officer of Axiom Telecom said: “For over two decades, Axiom has been a trusted name in technology distribution across the GCC. This transaction represents an exciting new chapter, allowing Tradeling to leverage our established infrastructure and market expertise to elevate its business offering. We are proud to see our legacy continue as part of Tradeling’s ambitious growth strategy.”

Alastair Croker, Chief Executive Officer (CEO) of Tradeling, added: “By integrating Axiom Telecom’s distribution business into our operations, we are not only scaling our capabilities but also reshaping the technology distribution landscape across the MENA region. This strategic move enables us to provide access to global brands while leveraging our platform to empower businesses of all sizes to succeed in an increasingly competitive market. At Tradeling, we are dedicated to positioning Dubai as a hub for advanced trade and commerce while fostering a stronger, more connected ecosystem that enables businesses to thrive.”

This acquisition aligns with Tradeling’s mission to provide cutting-edge solutions in marketplace, distribution, warehousing, and logistics. By integrating Axiom’s expertise in technology distribution, Tradeling will further expand its service capabilities and client base, enhance supplier relationships, and drive innovation in the region’s B2B ecosystem.

Under the patronage and in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of the Dubai Integrated Economic Zones Authority (DIEZ), the WORLDEF Dubai 2024 forum, the world's largest digital commerce event, commenced today, bringing together over 5,000 attendees from more than 40 countries.

Hosted by Dubai CommerCity, the region's first and leading free zone dedicated exclusively to digital commerce and a joint venture between DIEZ and Wasl Properties, the event is organised by WORLDEF, an international platform committed to supporting the global expansion and growth of cross-border e-commerce and digital commerce companies.

The two-day forum provides a unique opportunity for collaboration, knowledge sharing, and obtaining insights into emerging trends. It also facilitates the exchange of expertise among government officials, CEOs, and thought leaders on the future of digital commerce, artificial intelligence, e-commerce trends, sustainable logistics, and investment opportunities.

The opening ceremony was attended by His Excellency Dr. Thani bin Ahmed Al Zeyoudi, UAE Minister of State for Foreign Trade; His Excellency Murodali Alimardon, Deputy Prime Minister of Tajikistan; His Excellency Abdullah Al Basti, Secretary General of The Executive Council of Dubai; His Excellency Dr. Mohammed Al Zarooni, Executive Chairman of DIEZ and Chairman of the Board of Dubai CommerCity; His Excellency Tugay Tunçer, Ambassador of Turkey to the UAE; His Excellency Mohammad Ali Rashed Lootah, President and CEO of Dubai Chambers; His Excellency Hesham Al Qassim, CEO of Wasl Asset Management Group; Omar Nart, CEO of WORLDEF, along with representatives from leading international digital commerce companies.

Also in attendance were His Excellency Sherali Kabir, Minister of Industry and New Technologies of Tajikistan; His Excellency Kurbon Hakimzoda, Minister of Agriculture of Tajikistan; His Excellency Halimzoda Abdulrahman, Deputy Chairman of the Executive Office of the Administration of the President of Tajikistan; and His Excellency Syed Muhammad Raziff Aljunied, Consul-General of Singapore in Dubai, as well as ambassadors from Mexico, the Dominican Republic, Panama, Argentina, Tajikistan, and Colombia.

In his opening address at the forum, His Excellency Dr. Thani bin Ahmed Al Zeyoudi, UAE Minister of State for Foreign Trade, said: “E-commerce has emerged as a cornerstone of the global economy, transforming industries and redefining consumer experiences over the past 25 years. This year, global e-commerce sales are expected to surpass $6.4 trillion, with mobile commerce accounting for nearly $2 trillion of that total. In 2024, online purchases will represent 20% of all retail sales—a testament to how deeply digital trade has become embedded in our lives, fuelled by widespread internet access and mobile connectivity.”

“The UAE has long recognised the transformative potential of e-commerce. This is why we continue to invest in infrastructure to advance digital commerce across the Middle East and beyond, including the development of Dubai CommerCity—the region's first and leading free zone exclusively dedicated to digital commerce,” Dr. Al Zeyoudi added.

His Excellency Murodali Alimardon, Deputy Prime Minister of Tajikistan, delivered a keynote speech on the National Development Strategy of the Republic of Tajikistan 2030. He emphasised the strategy's goal of enhancing the standard of living for citizens through economic development. He also highlighted the country's key economic enablers, such as infrastructure and natural resources, while addressing global advancements in digital trade and Tajikistan’s readiness to forge strategic partnerships in this sector.

Strategic Role
His Excellency Dr. Mohammed Al Zarooni, Executive Chairman of DIEZ and Chairman of the Board of Dubai CommerCity, said that hosting the WORLDEF Dubai 2024 Forum, one of the leading events in digital commerce, reflects Dubai CommerCity's commitment to advancing the sector's strategic role in driving non-oil economic growth, in alignment with the Dubai Economic Agenda D33.

Dr. Al Zarooni highlighted the remarkable interest from stakeholders across the digital commerce landscape, as evidenced by the forum's strong participation and its distinguished lineup of speakers representing leading global companies. He noted that this high level of engagement underscores Dubai’s status as a global trade hub, its critical role in supporting the sector's anticipated growth, and its strategic importance in the interconnected fields of global trade, logistics, and related services.

A Strong Partnership
His Excellency Tugay Tunçer, Ambassador of Turkey to the UAE, underscored the significance of the robust trade ties between the UAE and Turkey, highlighting the UAE’s position as Turkey’s largest trading partner within the GCC. He emphasised the importance of strengthening trade cooperation between the two nations, given their roles as key regional business and aviation hubs.

Omar Nart, CEO of WORLDEF, said: “We gather in Dubai—a global hub of innovation and trade—to shape the future of commerce. WORLDEF Dubai 2024 forum is a unique platform, bringing together leaders and visionaries to discuss opportunities and challenges in a rapidly changing digital economy. This year’s focus, ‘Driving Global Trade Through Partnerships and Innovation’, highlights the power of collaboration. We thank Dubai CommerCity for the support and for hosting this important forum.”

Promising Indicators
The forum’s first day featured a fireside chat with His Excellency Mohammad Ali Rashed Lootah, President and CEO of Dubai Chambers, focusing on the digital economy and its critical role in driving economic growth. Lootah discussed the UAE Digital Economy Strategy, which aims to double the digital economy’s contribution to the nation’s GDP—from 9.7% in 2022 to 19.4% over the next decade.

He also highlighted initiatives launched by the Dubai Chamber of Digital Economy to support local emerging technology companies, attract global enterprises, and establish a regulatory framework to address challenges. These efforts aim to accelerate the growth of the digital economy and position Dubai as a prime destination for digital businesses, contributing significant economic value to the region.

His Excellency Lootah also expressed confidence in the sector’s future, noting that growth in the GCC and the UAE is currently exceeding expectations, supported by strong economic indicators that signal sustained upward momentum.

Innovative Concepts

Yousuf Behzad, Chief People & Organizational Development Officer at DIEZ, said: “DIEZ is committed to adopting various plans and strategies to enhance and sustain a flexible work environment within the Authority and its affiliated economic zones. This involves identifying human resources requirements, especially in light of the increasing reliance on AI technologies, ensuring we anticipate and meet the demands of future jobs. Implementing advanced technologies such as AI is a top priority for our human resources department, as it aims to improve the quality, speed, and efficiency of government services. Additionally, this enables UAE talents to achieve their full potential in various fields through ongoing support, training programs, and qualifications.”

“With the launch of this strategic plan, which aligns with the objectives of Dubai’s Quality of Life Strategy for 2033, approved by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE, and Chairman of The Executive Council of Dubai, we aim to achieve new levels of employee satisfaction at DIEZ. This will be accomplished by adopting innovative concepts in government innovation to develop human capital and encourage both national talents and global innovators.

This approach reinforces workplace and community well-being, ensures professional and personal development, and enhances the authority's and its economic zones' position among the best workplaces in the UAE, particularly in Dubai. Ultimately, we support the vision of making Dubai a global city of innovation and creativity,” Behzad added.

Emiratization as a Priority

DIEZ is committed to increasing Emiratization rates within the authority and its economic zones as part of its strategic priority to develop a robust human resources ecosystem. The authority aims to achieve several key objectives in this area, particularly by preparing UAE nationals for leadership and senior roles, which currently boast an Emiratization rate of 88%.
The authority has successfully appointed over 40 Emirati talents across various departments in the past two years, reinforcing its commitment to providing the best job opportunities and career development for UAE nationals. Additionally, in 2024, DIEZ achieved a remarkable 98% retention rate of its total employees from 2023, reflecting the outstanding work environment it offers to its staff.

New Initiatives

The strategic plan encompasses several initiatives and programs aimed at achieving key outcomes, such as accelerating client service processes, enhancing financial efficiency, and continuously adopting the latest technologies in business support services. Key initiatives and programs include launching an employee entrepreneurship program, a youth skills and leadership development program, an Emirati graduate program and a national talent attraction and capability development program. This is in addition to other initiatives which focus on enhancing employees’ physical and mental health.

Prestigious Government Programs

DIEZ has successfully engaged and graduated employees from numerous prestigious training, qualification, and development programs in both the government and private sectors. These include the Government Accelerators Diploma, the Dubai Future Experts Program, the Executive Diploma Agility in Government Management, and master’s in law & financial crimes, among others offered by top colleges and universities.

Additionally, DIEZ is committed to collaborating with both government and private sectors. Recently, it partnered with Rochester Institute of Technology (RIT) in Dubai, its strategic educational partner, to implement joint research projects and provide internship and professional training opportunities for university students at DIEZ. This partnership also includes sponsoring DIEZ employees pursuing advanced degrees at the university. Furthermore, DIEZ collaborated with RIT – Dubai University to offer preferential tuition rates for academic and executive development programs for its employees and the companies in its economic zones, underscoring DIEZ's commitment to nurturing talent and fostering innovation within its ecosystem.

Moreover, the strategic plan includes a series of initiatives to increase workplace flexibility for employees, aiming to boost productivity and foster sustainable development. Additionally, it involves establishing a comprehensive rewards and incentives system, developed through an in-depth study conducted by DIEZ in collaboration with experts and consultants. This system seeks to create a competitive work environment that attracts top talent and enhances employee satisfaction.

Keeping Pace with Digital Developments

DIEZ recently launched a series of initiatives aimed at embracing technological advancements to benefit employees by enhancing efficiency and productivity. Among these is the implementation of Microsoft 365 Copilot within its operations to accelerate innovation, drive digital transformation, and adopt the latest advanced AI-powered solutions. These tools aim to streamline DIEZ’s processes and those of its affiliated economic zones, enhancing operational efficiency and boosting employee productivity to empower DIEZ to focus more on delivering exceptional and pioneering services to all investors and clients. Additionally, DIEZ will introduce a digital assistant platform that integrates various applications to support daily tasks, such as content creation, communication, and presentation development. Leveraging AI and machine learning, this platform will deliver precise, data-driven outputs.

Comprehensive Business Model

DIEZ encompasses three well-established free zones: Dubai Airport Free Zone, Dubai Silicon Oasis, and Dubai CommerCity. It employs an integrated approach among these zones to enhance their role in bolstering the national economy and building an ecosystem that serves all strategic sectors, ultimately enhancing the competitive capabilities of the Emirate of Dubai.

H.H. Sheikh Ahmed bin Saeed Al Maktoum noted: “The results of the Dubai Integrated Economic Zones Authority’s operational performance for the first half of this year clearly demonstrate its commitment to the ongoing development of its economic zones. This aligns with Dubai’s efforts to be a trendsetter in various sectors, including the free economic zones sector, in accordance with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and the directives of H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE, and Chairman of The Executive Council of Dubai.”

Sheikh Ahmed added: “These positive indicators reaffirm DIEZ’s commitment to enhancing Dubai's esteemed and expanding role as a central hub in global trade and an attractive investment destination. Our comprehensive and integrated economic model, known for its exceptional flexibility and attractive incentives, offers companies robust opportunities for establishing, developing, and sustaining their businesses. This aligns with our goal to amplify the contribution of DIEZ’s economic zones towards achieving the objectives of Dubai's Foreign Direct Investment Development Program and supporting the Dubai Economic Agenda D33, which aims to position Dubai among the top three urban economies globally.
Dr. Mohammed Al Zarooni, Executive Chairman of DIEZ, said, “DIEZ’s impressive results are a natural outcome of the wise and ambitious economic policies pursued by the emirate of Dubai. The vision and guidance of our leadership has always helped us uncover promising new opportunities with an emphasis on future foresight and being the best in various vital sectors while providing abundant incentives and attractive benefits.”
“At DIEZ, we’re keen to continue realising qualitative achievements and successive improvements in our total revenues and operating profits, tracking a steady upward trajectory. We’re also keen to ensure that we continually enhance the investment attractiveness of its three economic regions. In addition, we strive to advance the emirate’s competitiveness, building on its economic gains, and stimulating non-oil foreign trade, ultimately strengthening Dubai’s reputation as one of the best cities in the world to live, work and invest,” Al Zarooni added.
At the beginning of 2024, Sheikh Ahmed bin Saeed approved the Authority’s new strategy, which aims to reaffirm Dubai’s status as a leading regional and global investment destination across all sectors. It also supports the emirate’s strategic priorities for integrated economic zones by focusing on three key areas: excellence, growth, and enrichment.
The first half of 2024 also witnessed SANDBOX, the Accelerator programme dedicated to the growth of tech startups, which is part of Oraseya Capital, the venture capital investment arm of DIEZ, marking the completion of its fourth cohort. Seven technology startups received investment from Oraseya Capital, with each receiving AED 570,000 consequent to their success in the programme, which attracted over 1,500 applications.
DIEZ, in cooperation with Aramex, also initiated a pilot test of the company’s autonomous delivery robots system in Dubai Silicon Oasis, in a step towards integrating sustainable autonomous delivery methods into Dubai’s urban environment.

DIEZ's ‘purpose’ highlights its commitment to “enable businesses, enhance lives, and foster a vibrant economy”. At the same time, its ‘aspiration’ aims to “open a new world of infinite economic opportunities” based on a set of core institutional values including ‘togetherness’, a ‘passion’ to make a difference, ‘affinity’ through cultivating relationships, ‘customer success’ and a futuristic vision by encouraging forward-thinking and retaining an innovative mindset.

Ahmed bin Saeed said, “The DIEZ 2024-2026 strategy is a testament to our commitment to realising the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai. It also aligns with the directives of H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai. Our aim is to enhance economic performance and sustainable growth, driven by knowledge and innovation, ultimately contributing to making Dubai the best city in the world.

“The new DIEZ strategy is built on an integrated framework based on careful planning that aims to improve the quality of services provided to businesses, investors, and companies from all sectors and of all sizes. Our objective is to enhance the vital role of free zones as a major contributor to the local and national economy. This reinforces our commitment to strengthening Dubai’s position and that of the UAE as a global partner and an attractive, influential economic hub. These efforts are carried out in accordance with national directives and plans, in cooperation with our partners from the public and private sectors,” he added.

Dr. Mohammed Al Zarooni, Executive Chairman of the DIEZ, said, “The approval of the DIEZ 2024-2026 strategy is an important step towards achieving the vision of our wise leadership. We aspire to make Dubai a preferred destination for investors worldwide and solidify its role as an essential link within the global trade network. This will be achieved by focusing on three strategic cornerstones: achieving excellence, growth, and enriching the economic landscape, as well as placing investors at the top of our priorities by striving to achieve their aspirations and providing products, services, and solutions that exceed their expectations.

“The strategy serves as a roadmap for DIEZ to open a new world of infinite economic opportunity. We plan to leverage the promising potential within the emirate and work alongside our strategic partners to elevate it to greater levels of efficiency and effectiveness. This, in turn, will be advantageous to businesses and investors by applying best practices and providing top-tier support and services to Dubai’s economic community across various sectors,” Al Zarooni added.

DIEZ focuses on three strategic pillars: excel, grow, and enrich. Underpinning its commitment to excel are three priorities: strengthening DIEZ’s contribution to Dubai’s non-oil economy, advance as a market leader across its business portfolios, and creating a remarkable experience for clients, enabling their growth and success.

In the context of the grow pillar, DIEZ aims to pioneer the next high-growth industry economic zone in Dubai, invest in high-value businesses along the value chain, and position DIEZ as a leading global player in the realm of economic zones.

The enrich pillar will focus on elevating DIEZ’s value proposition through a range of new, high-quality products and services, besides contributing to building a sustainable future by adopting responsible environmental, social, and governance practices.

DIEZ has identified several enabling factors critical to achieve the 2024-2026 strategy. These include developing synergies across the economic zones under its purview, strengthening its brand locally and globally, and ensuring that it achieves strong and sustainable financial performance.
Moreover, these factors also provide for delivering world-class and sustainable engineering projects and services cost-effectively, attracting, nurturing, and engaging the best talents in a positive work environment. This is in addition to leveraging the enormous potential of digital transformation.

Within the framework of its new strategy, DIEZ is committed to upholding institutional values, including a united team spirit, encapsulated by the motto, ‘Stronger Together, United in Purpose.’ This is based on DIEZ’s commitment to promoting the realisation of common goals. Furthermore, the organisation places a high value on passion, as denoted by the slogan ‘Fuelled by Passion, Driven by Ambition,’ reflecting DIEZ’s unwavering pursuit of its goals, which are motivated by a deep desire to make a difference.

DIEZ also highlights the value of affinity, as reflected in the slogan ‘Creating Connections, Cultivating Relationships,’ by which it aims to build empathy and a sense of connection among all stakeholders within a sustainable ecosystem. Additionally, DIEZ prioritises customer success, as signified by the slogan ‘Customer Success, Our Success,’ according top priority to anticipating customer needs and exceeding their expectations. The Authority also focuses on the value of futuristic vision, as reflected in the slogan ‘Imagining Tomorrow, Innovating Today,’ thus stimulating a forward-thinking and innovative mindset among its employees and encouraging them to remain curious and stay ahead of the curve in a dynamic business world.

DIEZ encompasses three well-established free zones: Dubai Airport Free Zone, Dubai Silicon Oasis, and Dubai CommerCity. It employs an integrated approach among these zones to enhance their role in bolstering the national economy and building an ecosystem that serves all strategic sectors, ultimately enhancing the competitive capabilities of the Emirate of Dubai.

It sets out an ideal model by fostering a holistic experience complete with living, working, and leisure choices, which enhances the attractiveness of Dubai as a major hub for investment in the region. It provides world-class options in terms of basic infrastructure to support businesses, as well as legislative and regulatory frameworks and lifestyles, creating an environment with all the elements of modern life besides advanced services and facilities.

DIEZ makes for a very compelling proposition for investors as an advanced and integrated system that facilitates easy access to regional and international markets, well backed up by a global network complete with impressive logistical, administrative, and technical capabilities.