Fynd’s Saudi expansion accelerates unified retail technology adoption

Fynd, the Mumbai-headquartered AI-native retail technology company backed by Reliance Retail Ventures Limited, has formally entered the Kingdom of Saudi Arabia with a strategic push to drive unified commerce among leading retailers and enterprise brands. The company’s launch in Riyadh is anchored in partnerships with established local players such as NICE, where its technology is already being used to enhance omnichannel operations, bridging physical stores with digital sales and backend logistics systems. This move positions Fynd at a pivotal point in Saudi Arabia’s evolving retail technology landscape, where digital transformation and omni-channel integration are emerging as core competitive differentiators.

Saudi Arabia’s retail sector is one of the Middle East’s fastest growing markets, powered by vast demographic shifts, increased internet penetration, and the government’s Vision 2030 agenda, which aims to diversify the economy and cultivate a technology-driven commercial ecosystem. Market projections suggest the Kingdom’s retail industry will exceed USD 160 billion by 2028 with e-commerce alone poised to play a significant role in that growth, creating fertile ground for companies offering integrated digital commerce solutions. Under this backdrop, Fynd’s entry is framed as a response to demand for technologies that unify in-store, online, and supply chain operations.

Fynd’s unified commerce platform is designed to eliminate operational silos that many traditional retailers grapple with, by consolidating inventory management, order fulfilment, point-of-sale systems and customer engagement tools into a single AI-enabled environment. Its approach combines advanced point-of-sale capabilities with digital storefronts, an order management system, warehouse and transportation management, and AI tools that automate product information and customer personalisation. The integration aims to give merchants full visibility across channels, facilitating seamless “endless aisle” and omni-channel experiences that Saudi consumers increasingly expect.

Senior executives at Fynd have emphasised the importance of artificial intelligence and integrated systems as differentiators in the crowded retail technology space. By leveraging AI-native designs, Fynd seeks to shorten time-to-market for products, improve inventory efficiency and enhance customer experiences through advanced personalisation and real-time data insights. These capabilities are intended to support both multinational brands and local retail chains as they modernise operations to compete effectively in a market where customer behaviours are shifting towards mobile-first, omnichannel purchases.

Working with NICE, one of the Kingdom’s established retail brands, Fynd is demonstrating how its platform can be implemented to unify disparate commerce systems. This early collaboration underscores its market strategy of building local references and long-term partnerships that can showcase measurable improvements in operational efficiency. Retailers in Saudi Arabia have increasingly prioritised upgrades in technology infrastructure, driven by competitive pressures and government incentives that encourage digital innovation and customer engagement enhancements.

Regional technology consultants and industry analysts note that Saudi Arabia’s push towards unified commerce mirrors broader global trends where legacy systems are being replaced by modular, interoperable platforms capable of handling complex retail processes at scale. In response to this environment, companies like Fynd are positioning innovations such as AI-enabled product information management and generative visual content tools as essential for brands looking to stay agile and responsive to evolving consumer demands. Adoption of such technologies is seen as a means to reduce operational fragmentation and to turn digital transformation into a competitive advantage.

Fynd’s expansion into the Saudi market also complements a broader regional strategy that includes established operations across the Gulf Cooperation Council, Africa, and Southeast Asia. The company’s growth trajectory reflects heightened interest among technology providers in capitalising on booming retail markets beyond traditional e-commerce hubs, particularly where investment in infrastructure and digital services aligns with government economic diversification plans. Fynd’s global client base already spans more than 20,000 outlets and over 300 enterprise retailers, and Saudi Arabia is expected to play a critical role in its Middle East ambitions.