Complex Made Simple the biggest online mall in UAE showcases in Gitex and announces welcoming the 100th retailer, the UAE’s biggest online mall, is showcasing its unique platform designed to drive ecommerce growth in the region to Gitex Technology Week visitors and exhibitors. The online mall is the first and only multi-department online shopping destination in the Middle East and is set to become the biggest in terms of volume within the next three to five years.

Ayaz Maqbool, Managing Director of, said: “There can be no doubt today of the value that an online presence brings to businesses in our region if they want to grow and capture a growing community of online shoppers. Their chief concern, however, is how to go online quickly and efficiently, and with minimal risk and investment.”

He continued: “At Gitex, we are demonstrating how retailers and brands from various vertical segments have joined our online mall with minimal capital investment, and we are inviting visitors and exhibitors alike to experience the potential opportunities that can bring to their business.” allows retailers and brands to go online within 2-4 weeks. The online mall’s state-of-the-art infrastructure allows retailers and brands the choice of inventory integration, unlimited inventory capacity and the ability to scale up and down product ranges. Its advanced back end system allows for a hassle-free, paperless, convenient and safe sign-up process, logistics support in the form of insurance, shipping and customer care, as well as payment and security systems developed by Smith, a leading global integrator.

Maqbool concluded: “We are proud to say that we are introducing new local, regional and international brands and retailers on a weekly basis to our online shoppers. Our vision is to lead the ecommerce industry in the region as it expands and develops and to support Dubai’s position as a global shopping hub. Our objective is to make online shopping a complimentary option to offline shopping.” trades in line with global ecommerce best practices, delivers the highest levels of security and availability, and is powered to sell in more than 190 countries. The online mall is establishing strong online regulation with the support of DED to promote authenticity as well as consumer and retailer rights.