Valu Unveils Fully Integrated Shopping Experience on “Shop’IT” Platform Alongside “Valu Friday” Campaign Under the Slogan “The Lowest of All Discounts”
Valu, Egypt’s leading financial technology company, has announced the launch of its fully integrated shopping and checkout experience on its in-app marketplace Shop’IT, marking a major step in enhancing digital shopping convenience for its users.
Building on the success of the Shop’IT platform introduced earlier this year, this new feature allows Valu users to browse, shop, and pay directly within the Valu app using their available credit limits — offering a seamless, end-to-end e-commerce experience in one unified journey.
The new in-app payment functionality enables users to explore a wide range of products, view detailed pricing, delivery fees, estimated delivery dates, and order status — all within Shop’IT. Customers can then complete their purchases effortlessly through Valu’s payment solutions.
The system is powered by an advanced technical integration between Shop’IT and merchants, developed in collaboration with WaffarX, the technology partner supporting the platform’s digital infrastructure. This integration streamlines the purchasing process for both customers and merchants, allowing orders to flow directly into merchants’ backend systems efficiently and securely.
Commenting on the launch, Adham Ehab, Head of Product at Valu, said:
> “The enhanced Shop’IT platform marks a significant leap in the digital shopping experience. It enables users to complete their entire journey — from product discovery to payment — all within the Valu app, while providing merchants with deeper performance insights through advanced technical integration.”
The rollout coincides with Valu Friday, the company’s annual November campaign, launched under the slogan “The Lowest of All Discounts.” The campaign features exclusive discounts and cashback offers on a wide range of brands available on Shop’IT, giving users the opportunity to enjoy Valu Friday deals from the comfort of their homes through the upgraded in-app experience.