valU Jordan, a leading fintech platform in the MENA region, and Zbooni Jordan, a digital commerce platform specializing in conversational commerce for SMEs in the MENA region, have announced a strategic partnership agreement designed to support the growth of digital commerce in the Kingdom.
This partnership will accelerate the digitization of sales and customer interactions across communication and chat channels for merchants and SMEs within Zbooni’s user base—which comprises over 1,000 merchants. It will enable them to offer a more flexible and seamless purchasing experience to their customers without the need to develop proprietary infrastructure. Merchants will be able to offer valU’s "Buy Now, Pay Later" (BNPL) solutions as a payment option, aligned with their customers' approved credit limits with valU.
The partnership, which involves the technical integration of valU’s solutions with the Zbooni platform, is highly significant. It opens the door for more merchants and service providers across various sectors—particularly retail—to join the platform and leverage Zbooni’s comprehensive ecosystem. This ecosystem combines digitization, order management, and payment acceptance tools with valU’s flexible payment solutions, thereby helping businesses reach broader customer segments and expand their operations. Simultaneously, it enriches the range of products and services available to customers and elevates their overall shopping and payment experiences. This partnership comes as digital commerce continues to grow as a primary channel for reaching customers, coinciding with the increasing reliance of small and medium-sized enterprises (SMEs) on digital tools to market products, manage orders, and complete sales.
Commenting on the partnership, Mohammad Al-Yousef, CEO of valU Jordan, said: "Our partnership with Zabuni marks a significant step in expanding valU’s presence within the Kingdom’s digital commerce ecosystem and integrating flexible payment solutions more broadly into everyday shopping experiences. We aim to deliver greater value to merchants and customers by supporting the growth of local businesses and equipping them with digital and financial tools that enable flexible payment options, keeping pace with the evolution of commerce and shopping habits in Jordan."
For his part, Ahmad Fakhr El-Din, General Manager of Zabuni Jordan, stated: "Our partnership with valU represents a new strategic milestone in Zabuni’s journey to empower businesses to sell and grow digitally. We are proud to be the first digital commerce platform in Jordan to offer valU’s solutions as a payment option, effectively linking conversational commerce, order management, payment acceptance, and flexible payment solutions into a more integrated experience for both merchants and customers. Our goal is to simplify processes for SMEs and help them transform every customer interaction into an opportunity for sales and growth." "We are also drawing upon the success of the collaboration between Zabony and valU in Egypt, and we look forward to building on this model to deliver tangible value to the Jordanian market and support the development of the Kingdom’s digital commerce ecosystem."
This partnership aligns with valU Jordan’s strategy to expand its network of channels and partnerships within the Kingdom, making "Buy Now, Pay Later" solutions available across a diverse range of digital and retail touchpoints. Since officially launching operations in Jordan in May 2026—following final approval from the Central Bank of Jordan and the completion of all necessary regulatory and operational requirements—valU has continued to build a network of partnerships with institutions, platforms, and brands across various sectors, aiming to provide flexible payment solutions that meet the needs of both customers and merchants.
