Happy Monday everyone!

Egyptian exports to the US dodge Trump’s new tariff hikes, with QIZ goods also expected to retain duty-free access. Meanwhile, Saudi founder Fahd Bin Naif says Wizz Air’s exit from the Gulf underscores a key regional truth: in the GCC, quality beats discounts. And in startup news, Cairo-based Wuilt has raised $2M to expand its free e-commerce platform beyond Egypt, targeting the UAE and GCC next. From trade policy shifts to consumer behavior lessons and digital innovation, here’s your snapshot of what’s shaping the region’s business landscape.

But before that: For quick daily updates, follow us on Instagram, and you can watch our Smashi Business Show live every weekday from 10AM onwards (UAE time). Also, you can join our Whatsapp channel to receive updates from the business world.

Egyptian Exports to US Avoid Trump’s New Tariffs, QIZ Goods Likely to Stay Protected

🔹 What Is It About

Egyptian exports to the US will continue to face the baseline 10% tariff, remaining unaffected by the new tariff structure announced by President Donald Trump last week, a government source told EnterpriseAM. The US grouped trading partners into three tiers with tariffs ranging from 10% to 40%, but Egypt was not among the countries facing higher rates. Goods exported under the US-Israel-Egypt Qualifying Industrial Zone (QIZ) agreement are also expected to maintain duty-free access, pending formal US confirmation.

🔹 Why It Matters

The US is Egypt’s top garment export market, and the QIZ pact has helped drive strong growth in the sector. In 1H 2025, exports to the US surged 16% to $622M, contributing to a 25% increase in total apparel exports. Any disruption to QIZ access would risk undermining this momentum and threaten jobs and foreign exchange inflows. Maintaining favorable trade terms is key to Egypt’s export-driven recovery strategy.

🔹 What’s Next

Egyptian officials are in talks with their US counterparts to secure assurances on continued QIZ benefits. Meanwhile, the government is reviewing its own tariff framework to shield local industries from imported inflation and potential ripple effects of broader global tariff shifts. With annual textile export targets climbing, preserving access to US markets remains a top priority.

📣 ODEUM Rebrands as Augustus Media’s Modern Content Studio

Big news from within our own network — Augustus Media, the company behind Smashi, Lovin', and now a fully reimagined ODEUM, is setting a new benchmark for creative production in the region.

Introducing ODEUM – The Modern Content Studio — where bold storytelling meets how people consume content today. From short-form vertical videos to high-impact campaigns and immersive podcasts, ODEUM is built for brands that want to break through the noise.

With eight production studios across Dubai, Riyadh, and Cairo, ODEUM offers end-to-end services: cinematic video, dynamic animation, CGI, live events, branded podcasts, and more — all backed by Augustus Media’s digital-first DNA and 3.3 billion+ annual impressions across MENA.

👉 Whether you're building a brand or launching a campaign, ODEUM is where your story becomes content people actually want to watch.

Explore more here…

Markets

Wizz Air’s Gulf Exit Is a Lesson in Market Fit, Says Saudi Founder Fahd Bin Naif

🔹 What Is It About

Wizz Air is exiting the Middle East this September, ending four years of operations out of Abu Dhabi. While the airline cited "operational challenges and rising costs," Saudi-based founder Fahd Bin Naif believes the real reason lies deeper — in a mismatch with Gulf consumer behavior and expectations.

🔹 Why It Matters

According to Bin Naif, Gulf consumers don’t chase low prices at any cost — especially not in aviation. In a region dominated by full-service giants like Emirates, Etihad, and Qatar Airways, reliability, service quality, and prestige often outweigh bargain fares. For customers here, air travel is part of a lifestyle, not just a transaction.

🔹 What’s Next

Foreign companies eyeing the GCC should note this key insight: competing on price alone is a flawed strategy. Bin Naif’s takeaway is clear — brands must deliver value, consistency, and status-aligned experiences. In this region, loyalty is built on quality, not just discounts.

Wuilt Raises $2M to Scale Its Free E-Commerce Platform Across MENA, UAE Launch Next

🔹 What Is It About

Cairo-based e-commerce platform Wuilt has secured $2 million in funding from investors including Flat6Labs, MTF VC, Hub71, and JIMCO. The raise follows Wuilt’s bold April 2025 pivot to offer its website-building and store management tools entirely free in Egypt, dropping subscription fees to accelerate user growth. Over 20,000 merchants have joined since.

🔹 Why It Matters

Wuilt’s shift reflects a deeper mission: democratizing digital commerce for small sellers in the region. “We didn’t pivot just to grow—we pivoted to make growth possible for everyone else,” said CEO Ahmed Rostom. By removing cost barriers and monetizing through services like payments and logistics, Wuilt is redefining the business model for e-commerce infrastructure in emerging markets.

🔹 What’s Next

Wuilt plans to launch its free platform in the UAE by Q4 2025, with expansion to the wider GCC and Turkey in early 2026. The company is also building AI-driven tools to support merchant operations, signaling its ambition to become the go-to backend for social sellers and SMBs across MENA.

👨‍💻From Smashi Business’ Desk

• Dreamers: Hussain Sajwani, founder of DAMAC, went from selling pens in his father’s shop to delivering 48,000+ units across 15 countries.

• Tabby founder, Palestinian entrepreneur Hosam Arab, speaks out on LinkedIn, condemning the starvation crisis in Gaza and calling for an end to the siege.

• From inventing Dubai Chocolate to sharing his journey from Burj Al Arab to TEDx, Chef Noel Catiz joined the Lovin Dubai Show to talk desserts, ideas, and his deep love for Kanafa Nabulsi

🔍In other news…

• Saudi Arabia’s real estate prices rise 3.2% in Q2: GASTAT

• According to Pop Mart’s report, the company established Pop Mart Middle East Trading LLC. in the UAE in August 2024, with a registered capital of 2.5 million dirhams

• 'No accountability' for Beirut port blast as businesses reopen after self-funded rebuild

• Dubai received 9.88 million international visitors in the first six months of 2025, Crown Prince Sheikh Hamdan bin Mohammed said

• Saudi chemical maker Sabic reports third straight quarterly loss

• Dubai completes 24 real estate projects worth $1.2bn in H1 amid property boom

🏦Crypto Corner

• Michael Saylor — Executive Chairman of MicroStrategy and one of Bitcoin’s most vocal corporate advocates — will make his first-ever appearance in the UAE at Bitcoin MENA in Abu Dhabi.

• Hut 8, part of a American BTC which is partially owned by Donald Trump Jr. and Eric Trump, Gets Approval to Operate in Dubai Financial Hub.

• Abu Dhabi Judicial Department now accept AE Coin.

Follow Smashi Crypto to find out what’s news in the world of digital assets.

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