Valu, the leading financial technology powerhouse in Egypt, has rolled out a full in-app checkout on Shop’IT, following the marketplace launch earlier this year. The update lets Valu users browse, shop, and pay for products directly within the Valu app using their limit, creating a unified shopping journey on a single platform.
The new feature delivers an end-to-end in-app checkout where customers can browse and shop across various products, enjoy the marketplace experience, and complete payment without ever leaving the Valu App. Users can view every detail of their purchase, price, delivery fees, estimated delivery dates, and order status, within Shop’IT, while paying with Valu. Merchant orders are fulfilled through a seamless backend integration, with technology support provided by WaffarX, Valu’s marketplace partner. This makes the process easier and more efficient for both customers and merchants, as orders flow directly into merchants’ existing backend systems.
Adham Ehab, Head of Products at Valu, notes that this evolution of Shop’IT transforms the way people shop digitally. The upgrade enables a complete shopping journey—from discovery to payment—inside the Valu app and enhances visibility for partner merchants through advanced integration.
The rollout aligns with Valu Friday in November, unlocking exclusive discounts and Shop’IT cashback rewards across a wide assortment of brands and products on the platform. This means shoppers will not only save on their favorite products, but also earn cashback with every transaction on Shop’IT, all while enjoying the full marketplace experience from the comfort of their home.
About Valu:
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) is the leading universal financial technology powerhouse offering customers and businesses convenient and comprehensive financial solutions. It is the first fintech company providing consumer finance to become a listed company on the Egyptian Exchange (EGX), and this, alongside Amazon having a direct stake in the firm, represents Valu’s growth journey and dynamic business model.
Under its product universe, Valu pioneered Buy-Now, Pay-Later (BNPL) solutions in the MENA region through U, providing customizable financing plans for up to 60 months across more than 8,500 stores and online platforms – covering a diverse array of categories, including home appliances, electronics, home finishing, furniture, residential solar solutions, healthcare, education, travel, and fashion, among others. Valu also offers investment products, an instant cash redemption program, and a high-end financing program to facilitate the purchase of big-ticket items up to EGP 60 million in the luxury space, and its marketplace, through Valu Invest with the AZ Valu fund and EFG Hermes ONE, Sha2labaz, Ulter, and Shop’IT, respectively.
In addition, Valu offers business-to-business solutions through Valu Business. Valu introduced its prepaid card and co-branded credit card in collaboration with Visa, further expanding its range of payment options to provide customers with the most versatile, convenient, and comprehensive payment solutions, making Valu the ultimate choice for all clients’ payment needs. As an award-winning fintech player in the MENA region, Valu embraces a progressive business approach with an agile team committed to architecting innovative financial solutions to meet customers’ evolving needs.
Note on Forward-Looking Statements:
In this press release, Valu may make forward-looking statements, including, for example, statements about management’s expectations, strategic objectives, growth opportunities, and business prospects. These forward-looking statements are not historical facts but instead represent only Valu’s belief regarding future events, many of which, by their nature, are inherently uncertain and are beyond management’s control and include, among others, financial market volatility; actions and initiatives taken by current and potential competitors; general economic conditions and the effect of current, pending, and future legislation, regulations and regulatory actions. Accordingly, the readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made.
