For years, the UAE was viewed primarily as a gateway — inventory passed through it en route to other destinations. That perception is changing rapidly.

According to MacPherson, retailers now recognise the UAE as a strategic control hub for the wider region, connecting operations across KSA, Egypt, Turkey and beyond.

This shift demands more than physical infrastructure. It requires intelligent warehouse management, transport visibility and real-time order orchestration.

Retailers throughout MENA are facing similar pressures:

• Higher order volumes

• Increased fulfilment expectations

• Multi-country distribution challenges

• The need for real-time operational visibility

MacPherson noted that many retailers are now actively seeking systems that unify warehouse management, transport management and order management into a coordinated execution layer.

The focus is no longer on isolated optimisation. It is on connected execution.

Beyond the insights shared, MacPherson highlighted the effectiveness of the DELIVER format itself.

From scheduled meetings with full attendance to additional drop-in discussions, the structure enabled meaningful, productive conversations with retailers from across the region.

For solution providers, this efficiency mirrors the very operational discipline retailers are striving to achieve.

As the Middle East cements its role as a regional supply chain control layer, retailers must build systems that are scalable, visible and resilient.

The conversations at DELIVER Middle East 2026 reflect a market that is actively redesigning its execution strategy — not reacting to disruption, but preparing for sustained regional growth.