Complex Made Simple launches two strategic partnerships with Vodafone Egypt & MasterCard confirms its leadership in the Egyptian e-commerce market by launching White Friday 2.0, the leading online shopping and e-commerce provider announced today two new strategic partnerships with Vodafone Egypt and MasterCard further expanding its leadership of the e-commerce sector in Egypt.

The new partnerships come in line with’s commitment to the Egypt CIT 2020 vision, which was developed by The Ministry of Communications and Information Technology (MCIT) to promote and increase internet penetration among Egyptians to 80%.

The strategy focuses on three key objectives: the transformation of Egypt into a digital Society, the development of the ICT industry, the transformation of shopping to online and the establishment of Egypt as a global digital hub. understands that in order to achieve this ambitious target, industry stakeholders have to come together to offer untraditional solutions which would encourage Egyptians to engage in a collective call-for-action. The whole CIT ecosystem has to work on engaging into the vision plan.

With the Egyptian population consisting of a 70% youth majority, the vision of increasing the internet penetration rate would highly build on engaging them into this process on the long term. Thus said, has created an opportunity to encourage the Egyptian youth to be connected through its biggest campaign of the year – White Friday, confirming Souq’s leadership in the Egyptian e-commerce market.

From here comes the partnership with Vodafone Egypt, the leading telecommunication services operator in Egypt to expand offerings to their existing and new customers, with a focus to encourage the youth’s online Engagement; as Vodafone Egypt has recently introduced the new “IN” network, which mainly targets millennials and encourages them to use internet services through their mobile devices. Through the partnership deal with, Vodafone Egypt will offer a six months free internet usage to customers who will buy any mobile or tablet device from during The White Friday Campaign.

Kareem Eid – Director of Consumer Marketing from Vodafone Egypt commented during the occasion: “We are very excited to partner with and launch during The White Friday Campaign which comes in line with our efforts to engage millennials in technology and internet usage”. Kareem also announced that Vodafone IN users will receive an additional 10% discount on any mobile devices purchased from during White Friday, in addition to all Vodafone loyalty customers doubling their Vodafone points into points to further encourage their engagement.

It’s worth mentioning is that White Friday is a concept created by and derived from the western “Black Friday.” Black Friday is a popular label attached to the Friday following Thanksgiving Day in the US. This day marks the beginning of the busy shopping season during which most consumers typically start their holiday shopping which is usually associated with massive value offerings. has created White Friday, offering clients the biggest deals on internet-connected devices. The Egyptian White Friday season will take place from the 25th till the 28th of November 2015. Omar Elsahy, General Manager of Egypt said: “As we launch White Friday 2.0 to the Egyptian market, we are glad to have added more substance to further enhance customer experience. As the leading Online Shopping destination, has continued to further expand value offerings to the Egyptian market via Price Leadership & Mass Selection. With the support of our expanding network strategically selected long term partners, we hope to continue offering an expanded ecosystem that comprises all the pillars via White Friday to positively impact and engage the Egyptian consumers in the most exciting way.”

In order to serve this purpose, MasterCard has also partnered with to encourage cardholders to use cashless payments and recognize the benefits of simple, safe and secure transactions. MasterCard is a technology company in the payments industry and is committed to its vision of a world beyond cash. In line with this, MasterCard will offer a 10 per cent discount on any purchase from using MasterCard debit or credit cards during White Friday.

Magdy Hassan, General Manager – Egypt and North Africa, MasterCard commented: “We share’s commitment to the Egypt CIT 2020 vision and are focused on driving innovation in electronic payments as we aim to extend financial inclusion and provide cardholders with seamless and rewarding payment experiences. We are a longstanding partner of and are delighted to be working together to enhance the online shopping experience in Egypt.”’s new and existing partners will engage in serious discussions to help boost sales and thus contribute to the overall objective of the campaign and the Egypt ICT vision.