Valu, the leading financial technology powerhouse in Egypt, has rolled out a full in-app checkout on Shop’IT, following the marketplace launch earlier this year. The update lets Valu users browse, shop, and pay for products directly within the Valu app using their limit, creating a unified shopping journey on a single platform.

The new feature delivers an end-to-end in-app checkout where customers can browse and shop across various products, enjoy the marketplace experience, and complete payment without ever leaving the Valu App. Users can view every detail of their purchase, price, delivery fees, estimated delivery dates, and order status, within Shop’IT, while paying with Valu. Merchant orders are fulfilled through a seamless backend integration, with technology support provided by WaffarX, Valu’s marketplace partner. This makes the process easier and more efficient for both customers and merchants, as orders flow directly into merchants’ existing backend systems.

Adham Ehab, Head of Products at Valu, notes that this evolution of Shop’IT transforms the way people shop digitally. The upgrade enables a complete shopping journey—from discovery to payment—inside the Valu app and enhances visibility for partner merchants through advanced integration.

The rollout aligns with Valu Friday in November, unlocking exclusive discounts and Shop’IT cashback rewards across a wide assortment of brands and products on the platform. This means shoppers will not only save on their favorite products, but also earn cashback with every transaction on Shop’IT, all while enjoying the full marketplace experience from the comfort of their home.