ShopUp, Saudi partners launch joint venture for Hajj and Umrah food logistics

ShopUp has announced a major expansion of its global operations through a strategic partnership between its Saudi-based brand Sary and Al-Balad Al-Amin Technologies, the investment arm of the Holy Makkah Municipality.

The partnership establishes a joint venture to activate a unified digital platform aimed at organising and stabilising food supply chains in the city of Makkah, one of the most time-critical logistics environments during the Hajj and Umrah seasons, says a press release.

According to ShopUp, the initiative aligns with the mission of its parent platform, SILQ, to build global trade infrastructure by applying ShopUp’s experience in business-to-business supply chain operations to large-scale, high-demand settings.

Under the joint venture, an integrated digital ecosystem will be deployed to manage food supply operations across the city. The platform will enable catering contractors and suppliers to place and manage orders within a structured and transparent framework, improving traceability and operational discipline. The system is expected to help ensure continuity and quality of food services for millions of pilgrims each year.

Founded in Bangladesh to digitise procurement for small businesses, ShopUp has expanded by developing strong on-the-ground operational capabilities. Through its integration with SILQ, the company is now extending this technical and operational expertise beyond South Asia to support global trade flows.

In its initial phase, the platform will focus on streamlining the local Saudi supply base to ensure a reliable rollout. Over time, the roadmap includes opening structured pathways for international suppliers to participate.

Once fully established, the platform is expected to allow global suppliers, including those from Bangladesh, to connect with verified Hajj kitchens through a regulated digital system, creating new trade links between Asia and the Middle East.

ShopUp said the joint venture reflects its broader ambition to build resilient and trusted supply infrastructure that enables emerging-market producers to access global markets.