Udora, the global gifting marketplace previously known as Flowwow, has raised $10 million in a private funding round and unveiled its new brand identity as it prepares for wider expansion across the Gulf. The Dubai-headquartered company plans to use the investment to deepen its presence in existing markets, launch in Saudi Arabia in the third quarter of 2026, and enhance its technology-led gifting experience. The announcement comes as online gifting gains momentum in the UAE and wider MENA region, supported by rising demand for convenient, locally relevant, and same-day gifting services.
Investment and Rebrand Support GCC Expansion
The rebrand from Flowwow to Udora marks a strategic shift for the company as it aims to build a stronger regional and global identity. Founded in 2014, the platform now operates across more than 50 markets and 1,500 cities, connecting customers with local florists, confectioners, and artisan producers. The new funding will support catalogue expansion, localisation efforts, artificial intelligence capabilities, and market-entry plans, with Saudi Arabia positioned as the company’s next major GCC growth market.
Local Marketplace Model
Udora’s model is built around local small and medium-sized businesses rather than centralised fulfilment or mass-market inventory. In the UAE, the company says all orders are fulfilled by local SMEs, while its seller network grew by 66.5% in 2025. By providing digital storefronts, marketing tools, order management, and access to repeat customers, the platform enables independent sellers to reach online buyers without having to build costly technology infrastructure of their own.
Product Strategy and Localisation
The company is placing strong emphasis on tailoring its offering to local tastes, cultural occasions, and spending patterns in each market. In the UAE and Saudi Arabia, Udora plans to expand higher-value categories such as premium chocolates, perfumes, confectionery, and curated gift bundles aligned with regional gifting habits. The platform already offers more than 150,000 products across over 25 categories and is developing additional features including gift subscriptions, wishlists, personalised recommendations, and corporate gifting tools.
Market Performance and Outlook
Udora reported strong growth in 2025, with global gross merchandise value reaching $9.84 million, up 129% year on year, while order volumes increased by 123%. In the UAE, its most mature market, GMV reached $3.32 million after 95% annual growth, supported by 41,500 orders and 398 active shops. The company said 61.3% of UAE orders came from returning customers, while positive reviews stood at 92.4%, above the typical e-commerce benchmark cited by the company.
Udora’s fundraising and rebrand position the company to compete more aggressively in the fast-growing online gifting sector across the GCC. With the UAE online gifting market projected to expand at a 15.9% compound annual growth rate through 2029 and MENA’s gifting market expected to reach $6.38 billion by 2030, the company is targeting a category with clear regional momentum. Its success will depend on whether it can scale its local-seller model, maintain service quality, and deliver a gifting experience that reflects the cultural expectations of each market it enters.