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Shantelle Nagarajan
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Flywheel expands to MENA, replaces OMG Transact

Shantelle Nagarajan
posted on

“With Flywheel, clients are no longer guessing what drives growth – they’re seeing it, shaping it, and scaling it,” says Elda Choucair, CEO, OMG MENA.

FlywheelFrom left to right: Sulagna Kapoor, Senior Director, Flywheel MENA; Neha Karani, Senior Manager, Flywheel MENA; Elda Choucair, CEO, OMG MENA and Raoul Zenon, General Manager, Flywheel MENA.

Flywheel, the digital commerce business that was acquired by Omnicom in 2023, is expanding its footprint into the Middle East, building on the regional operations of OMG Transact.

The move brings Flywheel’s advanced AI platform and profitability-first commerce technology to one of the fastest-growing digital markets in the world.

Flywheel powers digital commerce for over 4,500 global brands – from the largest CPGs to breakout challengers. Its Commerce Cloud integrates retail media, marketplace operations, and product intelligence into a unified platform. With near real-time data and AI automation, Flywheel helps brands optimise product visibility, media performance, and profitability across major marketplaces.

“This is more than a new platform; it’s a new era of commerce intelligence for MENA, and we’re only just scratching the surface of what’s possible,” said Elda Choucair, CEO of OMG MENA.

The MENA launch combines Flywheel’s global AI capabilities with OMG’s local strength in retail media, CRM, and DTC strategy. The integrated team is ideally positioned to build and execute connected commerce strategies that grow both sales and share across all digital touchpoints.

“With Flywheel, clients are no longer guessing what drives growth – they’re seeing it, shaping it, and scaling it,” Choucair said.

By connecting retail media, retail operations, and marketplace intelligence, Flywheel delivers real-time insights from product catalogues, search data, and sales performance. Its AI-driven tools enhance product placements, catalogue efficiency, and full-funnel commerce execution – driving incremental sales, market share, and margin growth.

“This is a major milestone in e-commerce innovation for the Middle East,” said Raoul Zenon, General Manager of Flywheel MENA. “It’s particularly exciting because this is just the beginning. We have a robust pipeline of innovations launching in the coming months, each designed to drive deeper investment in commerce marketing and unlock full profit visibility.”

Flywheel aims to leverage its global network of retailers and marketplaces to provide scale and data advantages for its clients.

Tags:digital commerceElda ChoucairFlywheelmarketplace operationsOMGOMG MENAOMG TransactOmnicom Media Groupproduct intelligenceRaoul Zenonretail media
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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