Emirates Post, the UAE’s official postal operator and leading express provider, has identified the expansion of its international parcels business as a key part of its global growth strategy.
The postal operator is investing heavily with the goal of becoming a seamless gateway and strategic logistics hub for cross-border eCommerce traffic for the United Arab Emirates (UAE).
Ensuring parcels have complete and accurate shipment data is critical if Emirates Post is to achieve its international growth objectives.
The post therefore took the decision to appoint Hurricane Commerce as its cross-border data partner and it is now strengthening the partnership by adopting additional data services.
Strong Working Partnership
The UAE is the eCommerce leader among Gulf Cooperation Council (GCC) states with retail eCommerce reaching a record $3.9billion in 2020 – a 53% year-on-year increase driven by the Covid-19-led digital shift.
The study by Euromonitor projects that the value of the market will grow to reach over $8billion by 2025.
According to Forbes Middle East, online sales in the Middle East account for only 2% of overall retail sales, showing the huge untapped potential for eCommerce players.
Emirates Post is positioning itself to be the leader in eCommerce delivery solutions and fulfilment in the UAE and wider Middle East.
The postal operator recognises that ensuring the best possible customer experience – whether that is retail partners, end consumer or other partners in the supply chain – has to be a pivotal part of its strategy.
Consequently, it is undertaking a huge programme of digital transformation across all of its systems and processes – and Hurricane’s selection as data partner is a critical part of this approach.
Zephyr Integration
Emirates Post’s initial requirement was to integrate Hurricane’s Zephyr solution, its bulk clearance data enhancement tool, to ensure that all inbound and outbound parcels have the requisite shipment data including product descriptions, HS6 codes and import/export codes.
Peter Somers, CEO of Emirates Post, said: “Cross-border eCommerce is growing exponentially and the opportunities for Emirates Post are significant.
“However, the regulations impacting the way cross-border eCommerce happens have also changed beyond all recognition in 2021 thanks, among other things, to Brexit, the abolition of the EU’s VAT exemption on low-value goods, the introduction of the Import One-Stop Shop and the US STOP Act.
“One of the biggest challenges we face is the need for complete and accurate data sets, and the successful integration of Hurricane’s Zephyr API is already making a huge difference. By ensuring the data sets are complete, we keep our customers’ shipments moving seamlessly.
Hurricane’s world-leading data solutions enable partners to add value to their customer relationships, maximising final mile delivery capability and minimising delays at customs.
Somers said: “There has never been a greater need for high quality data in cross-border eCommerce and this expectation will only become greater as regulatory change becomes more entrenched.
“We have, for example, noticed a significant change since the introduction of the Import One-Stop Shop on July 1 in terms of the requirements for complete and valid data placed on retailers and marketplaces.”
Emirates Post sees its role in providing the best-in-class solutions as vital in helping customers to navigate the changes and keep their parcels moving smoothly whatever the destination.
Somers added: “As a postal operator, we are committed to our programme of digitisation – this is essential for any business wishing to achieve scale in cross-border eCommerce due to the sheer volume of consignments involved. Hurricane’s technology provides us with real-time data at lightning speeds. Through automation, we can be fast, flexible and truly customer-centric.”
Extending the Hurricane partnership
Emirates Post is now adopting Hurricane’s Aura solution which covers the three critical cross-border areas of duty and tax calculation, prohibited and restricted goods screening and denied parties screening.
Somers added: “The integration of Zephyr has gone extremely well and results from the API calls have been excellent, giving Emirates Post greater accuracy and increased security controls to ensure the integrity of the network is kept to the highest standard.
“We are now working with Hurricane to expand our customer offering further by adding more functionality.”
David Spottiswood, Co-Founder of Hurricane Commerce, said: “We are delighted to be strengthening our partnership with Emirates Post. They are a forward-thinking, ambitious postal operator that understands the vital role complete and accurate cross-border eCommerce data plays in enhancing customer experience and operational efficiency.
“The UAE and wider Middle East is one of the most exciting regions in terms of eCommerce growth potential and Emirates Post is positioning itself to be one of the leading players.”
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