“We Got Funded!” Online Gifting Platform Udora Raises US$10 Million Private Round to Scale Across MENA; Targets Saudi Launch in Q3 2026

Udora, a Dubai-headquartered global online gifting platform formerly known as Flowwow, has raised US$10 million in a private round to scale its operations across the region, including its planned launch in Saudi Arabia in the third quarter of 2026.

Founded in 2014, Udora connects customers with local florists, confectioners and artisan sellers across more than 50 markets and 1,500 cities. In the UAE, the seller network grew 66.5% in 2025, with all orders on the platform fulfilled exclusively by local SMEs.

The new funding will be used to expand its product catalog, localization efforts, technology upgrades, and AI-powered personalization.

“MENA is already a significant growth engine for us, generating around one-third of our gross merchandise value (GMV), and in the UAE alone we hold a 6% share of the online gifting market with US$3.32 million in GMV in 2025 alone,” Slava Bogdan, CEO and Founder of Udora, says. “We see strong potential to further accelerate this share through deeper localization, stronger supply expansion, and improved marketplace density.”

“The investment will support product catalog expansion, allowing us to strengthen local seller partnerships and offer customers a wider and more relevant range of products, including flowers and floral arrangements, confectionery and bakery items, perfume, home decor, and other locally relevant gifting products in the market,” Bogdan explains.

Bogdan also said Saudi Arabia will be a key focus for expansion, citing the country’s growing e-commerce sector, which is projected to reach US$15.88 billion in 2026.

“The country also has a young, digital-first population and rapidly increasing adoption of e-commerce, which makes it a natural fit for our marketplace model and supports fast category growth in gifting,” he adds. “We focus on understanding local consumer behavior, building partnerships with trusted local vendors, and ensuring a high density local supply.”

Udora typically handles orders, marketing and access to repeat customers through a single tech-enabled system, removing the need for businesses to build their own infrastructure. After more than a decade, the company has announced a rebrand to reflect its expansion plans.

“As we continue expanding globally, we need a brand identity that feels universal, emotionally resonant, and easy to understand across very different markets,” Bogdan emphasizes. “The name Udora better reflects who we are today — a global gifting marketplace built around emotions, meaningful connections, and helping people celebrate important moments.”

Bogdan adds that they will also prioritize deep localization by tailoring the gifting experience to the regional demands and occasions, including payment methods, delivery expectations, and cultural preferences.

“We are continuing to invest in technology and personalization tools that make the customer journey faster and more seamless, from product discovery to customer support,” he said. “Personalization at scale is where we see potential in the current market and we will use our investments to close it.”

Through the investment, Udora is developing AI-powered tools to improve customer experience and operational efficiency. Bogdan shared that Udora’s customer support bot already resolves around 41% of support tickets, helping reduce resolution time by 10.5% and maintaining a 92.4% positive customer review rate.

“From a business perspective, this also supports local sellers by improving product visibility within the marketplace and helping them reach more relevant customers,” he explains. “Visibility is primarily driven by marketplace performance signals such as ratings, completed orders, and customer reviews, which helps high-quality local businesses grow organically and compete more fairly against larger players.”

With the relaunch and new investment in place, Udora projects 100% growth across active markets in 2026, nearly twice the expected pace of the UAE online gifting market, which is forecast to grow at a compound annual growth rate of 15.9% through 2029.

TREP TALK: Slava Bogdan, CEO and Founder of Udora, on Scaling a Gifting Marketplace in the Region

Invest in cultural intelligence, work with local experts. “Before entering a new market, map out how local users interact with similar products. How do people search for addresses? What payment methods do they prefer and what are the price ranges they find suitable? What social norms shape their expectations? What are their favourite holidays and cultural traditions? Accurate translations are merely the starting point, and the real magic happens when you make your product feel native to the user.”

Build systems before scale, not after. “Sustainable growth depends on building the right internal infrastructure early, so the business can handle increased complexity without breaking operationally.”

Business culture is what holds everything together during scaling. “Strong directors and team leads play a critical role in maintaining alignment and upholding shared values. Misalignment at that level can undo months of progress. Culture is not about perks — it is about clarity, feedback, accountability, and shared standards. In fact, at Udora, 80% of the leadership team started in entry-level roles, which reflects the importance of internal growth and long-term trust.”