In what is considered one of the most significant M&A transactions in the history of the Middle East, Amazon has acquired Souq.com, the region’s largest online retailer. The transaction signals Amazon’s strategic entry into a region where e-commerce remains relatively underdeveloped, and positions the Middle East as a potential new frontier for online retail growth.

A New Chapter in E-Commerce

While e-commerce penetration in the Middle East remains low — estimated at just 2% of total retail sales — the region presents substantial long-term opportunities. Key challenges to growth include logistical constraints in areas lacking established postal infrastructure, and a traditional retail culture rooted in in-person transactions and long-standing business relationships.

Nevertheless, Amazon’s entry via the acquisition of Souq.com — rather than through organic expansion — reflects a pragmatic recognition of these regional complexities. According to industry observers, this approach enables Amazon to benefit from Souq’s established market presence, operational infrastructure, and local expertise, thereby accelerating market access.

Competitive Landscape and Growth Potential

Amazon’s successful bid came amid competition from Emaar Malls founder Mohamed Alabbar, who reportedly offered USD 800 million for Souq.com. Alabbar has since launched Noon.com, an ambitious e-commerce platform backed by Saudi Arabia’s Public Investment Fund, which is expected to enter the market with 20 million products and a 3.5 million square foot warehouse in Dubai.

Further consolidation is already underway. Alabbar recently acquired JadoPado and Namshi, signaling intensifying regional competition. Analysts forecast robust sector growth, with Standard Chartered projecting 30% annual expansion in the region’s online retail market and AT Kearney anticipating that e-commerce in the GCC could reach USD 20 billion by 2020.

Strategic Shift and Regional Synergies

Amazon’s acquisition strategy in the Middle East differs from its organic, capital-intensive approach in markets like India. As noted by TechCrunch, this “inorganic” expansion reflects a desire to move quickly and leverage Souq.com’s existing operations. Amazon is expected to maintain much of Souq’s branding, workforce, and infrastructure.

Souq.com offers Amazon key advantages: a regional payment system tailored to low credit card penetration, including prepaid top-up cards; a network of trusted last-mile couriers capable of navigating areas without standardized addresses; and a loyal customer base.

By acquiring, rather than building, Amazon has not only overcome significant entry barriers but also demonstrated the value of partnerships that bring local knowledge, infrastructure, and consumer trust — factors that are often critical to successful market expansion in emerging regions

Khalifeh & Partners has extensive experience advising on high-value M&A and corporate transactions across the Middle East. Our firm regularly advises regional and international clients on market entry, joint ventures, and acquisitions, and remains at the forefront of developments in the technology and e-commerce sectors

Jordan is rapidly positioning itself as a regional hub for renewable energy, driven by regulatory reform, investor interest, and the Kingdom’s strategic commitment to sustainability.

In January 2017, the EDAMA Association for Energy, Water and Environment, in partnership with USAID, released the first-ever Jordan Clean Technology Sector Report, identifying renewable energy and energy efficiency as the most mature clean technology sectors in the country. The report also highlighted future opportunities in hydropower and biogas.

Momentum in the sector has continued to build. In a recent milestone, His Majesty King Abdullah II presided over the launch of 12 photovoltaic power plants that are expected to contribute an additional 200 MW to the national grid. The Ministry of Energy and Mineral Resources (MEMR) has also invited expressions of interest for the development of a major utility-scale battery storage facility in the Ma’an governorate — one of the largest of its kind in the region — with phased commissioning scheduled through 2020.

Meanwhile, Jordan’s first commercial wind farm in Tafila recently marked its first anniversary of successful operations.

“The wind farm project in Tafila has laid the foundation for the government to achieve its goal of diversifying energy sources. Since the launch of this project, we’ve advised numerous developers, lenders, and EPC contractors in connection with a number of solar and wind projects,” said Ala’ Khalifeh, (Managing Partner) at Khalifeh & Partners.

Active renewable energy developments are now underway in Ma’an, Fujeij, El Quweira, Mafraq, and Aqaba, supported by a mix of domestic and international financiers, including the International Finance Corporation, ACWA Power, and the European Investment Bank.

Regulatory Landscape

Recent legislative changes — notably the Regulation for Organizing Non-Jordanian Investments No. 77 — have eased restrictions on foreign ownership, making Jordan a more attractive jurisdiction for clean energy investment. In parallel, the Renewable Energy and Efficiency Law (REEEL) provides robust support through long-term PPAs, tax and customs exemptions, and dedicated government incentives.

Jordan has committed to deriving 10% of its total energy mix from renewables by 2020, with continued growth expected beyond that target.

Private Sector and Employment Impact

According to EDAMA, 82% of companies active in the clean energy sector are Jordanian-owned, employing nearly 13,000 individuals — 72% of whom are engineers or technicians. The geographical spread of renewable projects also supports job creation in rural areas, improving local economies and social outcomes.

The sector’s growth has driven the expansion of university-level programs focused on energy engineering, environmental management, and water resource planning, building a talent pipeline for long-term industry development.

In a major win for Jordanian football, Khalifeh & Partners successfully represented Al-Faisaly Football Club in a high-profile appeal before the Asian Football Confederation (AFC), overturning regional disciplinary sanctions that had threatened to sideline key players from both club and national competition.

The dispute arose following the 2017 Arab Club Championship, held in Alexandria, Egypt, during which a controversial referee decision in extra time led to Esperance de Tunis claiming victory over Al-Faisaly. A post-match confrontation resulted in the Union of Arab Football Associations (UAFA) issuing one-year suspensions against five Al-Faisaly players and a club official, alongside financial penalties against the players and the Club.

Subsequently, UAFA requested that these sanctions be extended across Asia by the AFC Disciplinary and Ethics Committee, a move that would have severely impacted both Al-Faisaly FC and the Jordanian National Team, with four of the sanctioned players also serving as national team members.

Khalifeh & Partners, in close coordination with the Jordan Football Association (JFA) and with the strong support of His Royal Highness Prince Ali bin Hussein, filed 16 appeals before the AFC Appeals Committee, seeking to reverse the decision.

On 13 November, the AFC Appeals Committee ruled in favor of Khalifeh & Partners’ appeals, setting aside the extended sanctions in full.

“This is a great achievement; the result has been awaited by practically everyone in Jordan,” said Managing Partner Ala’ Khalifeh, who led the firm’s legal team.
“I’m very proud of our team. The fact that our appeal was upheld speaks to the standard of work that our lawyers adhere to and produce.”

This outcome reinforces Khalifeh & Partners’ growing reputation in sports and entertainment law, having represented the Jordan Olympic Committee, the JFA, and numerous Jordanian athletes.

As Jordan’s sports sector gains increasing international visibility — from Ahmad Abu Ghaush’s Olympic gold medal to ambitious reform plans by the Jordan Olympic Committee — the need for specialised legal support in sports-related regulatory matters is more critical than ever. The firm’s success in this matter highlights Jordan’s preparedness to navigate the legal complexities of modern athletics, both regionally and globally.