Seamless Middle East enters new arena of hybrid events with the first B2B trade exhibition at the Dubai World Trade Centre since the global pandemic began as Dubai restarts events industry


Taking place on November 16-17, 2020, Seamless Middle East, the region’s largest e-commerce and fintech event, will merge the physical and virtual world of events with the option to attend in-person or virtually.

Seamless Middle East returns for its 20th year on Monday 16th and Tuesday 17th November as the world of payments, fintech, retail and e-commerce adapt to the ‘new normal’, focusing on key themes such as cashless initiatives and the exponential growth of e-commerce. The conference and exhibition is dedicated to helping businesses capitalise on new business opportunities accelerated by the pandemic.

Held under the patronage of His Highness Lieutenant-General Sheikh Saif Bin Zayed Al Nahyan, Deputy Prime Minister, and Minister of Interior, and in partnership with the Dubai Free Zone Council and Dubai Economy, Seamless Middle East will unite industry leaders at a time when it is needed most.

Seamless Middle East General Manager, Joseph Ridley commented: “Seamless Middle East is proud to lead the way for B2B events in the region and will run following the strictest health and safety guidelines. Whilst it will be different this year, we are grateful and excited to receive such fantastic support from both our government partners and the business community.

Ridley added: “The COVID-19 crisis has fast-tracked the use of digital payments and created a fantastic opportunity for countries across the region to achieve cash lite and ultimately cashless economies. In addition, we have seen unprecedented growth in e-commerce trade as merchants and retailers have been forced to find new ways to transact and engage with customers when physical retailing has been a challenge. Seamless provides a central meeting point for the region to come together and do business at this critical time.”

Across two packed days Seamless Middle East will throw the spotlight on the region’s expertise in digital innovation from alternative payments and digital identity to e-logistics, cloud infrastructure, e-commerce platforms and much more as organisations and society adapt to a digital-first world.

200+ conference speakers include top industry names such as the Security General from the League of Arab States, Hani Weiss, CEO of Majid Al Futtaim Retail, Gunjan Bhow, Global Chief Digital Officer of Walgreens Boots Alliance, and many more. All of whom will be speaking live on-stage but also available to view online.

Dubai Economy, strategic partner for Seamless Middle East, is leading the way in transforming the digital payments landscape. Seamless Middle East Keynote Speaker Mohammed Shael Al Saadi, CEO Corporate Strategic Affairs in Dubai Economy commented: “Digital payments have assumed greater significance during this pandemic phase. Industries and societies adopting cashless payment faster has renewed the urgency for government to work with all stakeholders to implement an inclusive and effective digital payments system that will drive new economic value. Our workshop was aimed to co-create new initiatives to meet the UAE’s vision of being one among the top 10 cashless payment economies in the world.

As the region strives to become 100% cashless, the retail sector presents the biggest room for improvement with Euromonitor estimates showing 80% of retail purchases in the UAE are still made in cash.

Alongside the conference is a free-to-attend exhibition, offering attendees the unique opportunity to explore the latest technology solutions driving change in the Middle East and beyond, live and in-person. Showcasing companies include Title Sponsor Dubai CommerCity, Astound Commerce, EPSON, Adobe Inc,, FutureCard, BPC and IDNow amongst many other world-class brands. Seamless Middle East will take place at the Dubai World Trade Centre, Dubai and Online on November 16-17, 2020. Visit for more information and to register. As well as for sponsors etc

Event Details:

  • What: Seamless Middle East
  • Where: Dubai World Trade Centre, Halls 1-3 | Online
  • When: Monday 16th November – Tuesday 17th November

Social Media:

  • Twitter @SeamlessDXB
  • LinkedIn: Seamless Middle East
  • Facebook: @seamlessmiddleeast



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