Building the Middle East’s number 1 startup with Joy Ajlouny


Joy Ajlouny co-founded Fetchr in 2015 , a Silicon Valley-backed tech company that was created to tackle the Middle East’s “no address” issue, which has been long been a hindrance to growth in emerging markets. She facilitated $52 million in initial investments in Fetchr, as well as $41 million in a series B round in 2017. The company now successfully operates in five countries with a 3500-person staff, and was dubbed the number one startup in the Middle East by Forbes. Ahead of founding Fetchr, Ajlouny was the driving force and sole entity behind the e-commerce luxury fashion platform Bonfaire. Acquired by Moda Operandi––a fashion e-commerce giant owned by LVMH and Condé Nast––in 2013, just two years after its launch, this was only the start of what would develop into a long-lasting relationship between Ajlouny and the fashion industry. Ajlouny works as a consultant for fashion startups, and Venture Capitalists.

“I think there needs to be a situation where cash on delivery is no longer in existence, I think this is a big problem in the Middle East and Africa… I can you tell a stat 95% of all deliveries are cash on delivery”

Joy Ajlouny

On this episode, you’ll learn:

  1. The difference in the startup support ecosystem in the UAE since 2015 [3:45]
  2. How is progress on the Middle East and North Africa e-commerce and delivery startup sectors[15:01]
  3. Where Joy thinks the hottest tech hubs in the world are [18:13]

Recorded in partnership with

PeaceTech Lab works to reduce violent conflict using technology, media, and data to accelerate and scale peacebuilding efforts. An independent nonprofit, the Lab brings together engineers and activists, MBAs and conflict experts, social scientists, data scientists, and other innovators to put the right tools in the right hands to build peace.

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