For large ecommerce and retail organisations, last-mile delivery is often managed across multiple carriers, systems and workflows.

Hreish explained that retailers are increasingly seeking unified infrastructure capable of optimising routing, dispatch and operational workflows. Without orchestration, last-mile costs escalate and visibility diminishes.

Infrastructure-led optimisation ensures that dispatch decisions are data-driven rather than reactive.

Nash focuses on enabling retailers to optimise delivery performance through structured routing logic and workflow management.

By refining dispatch processes and improving delivery coordination, retailers can reduce inefficiencies, increase delivery reliability and improve customer satisfaction — while maintaining cost discipline.

In a region where ecommerce volumes continue to grow, scalability is essential.

DELIVER’s structured meeting model allowed Nash to engage directly with senior retail buyers across the region.

These focused discussions created clarity around operational challenges and potential workflow improvements. For technology providers operating in last-mile optimisation, this level of engagement accelerates alignment and solution design.

As delivery expectations rise and urban density increases across key MENA markets, last-mile execution becomes increasingly complex.

Retailers that invest in optimised routing infrastructure and workflow coordination will gain competitive advantage — not only in cost efficiency but in customer experience.

DELIVER Middle East 2026 reinforced that last-mile delivery is no longer simply the final step in the supply chain. It is a central pillar of retail performance.