ShopUp expands global footprint through joint venture with Holy Makkah Municipality

ShopUp today (Saturday) announced an expansion of its global footprint 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 new joint venture dedicated to activating a unified digital platform designed to organize and stabilize food supply chains within the city of Makkah, according to a media release.

This initiative represents a critical step in SILQ’s (ShopUp’s parent platform) mission to build global trade infrastructure, applying ShopUp’s deep expertise in B2B supply chains to one of the most time-critical logistics environments in the world: the Hajj and Umrah seasons.

The joint venture will deploy an integrated digital ecosystem to manage food supply operations, enabling catering contractors and suppliers to handle orders within a structured, transparent framework and ensuring the continuity and quality of food services provided to millions of pilgrims each year.

In its initial phase, the platform will focus on streamlining the local Saudi supply base to ensure a reliable rollout. However, the long-term roadmap for this joint venture includes opening structured pathways for international participation.

Once the ecosystem matures, it will provide a gateway for global suppliers—including those from Bangladesh—to connect with verified Hajj kitchens through a unified, regulated platform, the release adds.