Google Cloud Speech-to-Text API (Chirp) + Gemini 2.5 Flash Non-Thinking. Treat it as a searchable index of what was broadcast, not a quotation record.
00:00:002026. With the compliments of the Ministry of Interior.
00:00:04The store owner now focuses only on
00:00:19it has entered many
00:00:21merchant now focuses only on
00:00:25the customer's
00:00:28The biggest example here in
00:00:33As you move between e-commerce
00:00:35platforms, behind every order, a journey begins that
00:00:39the consumer does not see. Products are stored,
00:00:42orders are prepared, and shipments begin
00:00:45their journey until they reach their destination. Interconnected
00:00:48details have become today an
00:00:52essential part of the e-commerce system
00:00:56is not available or the quantities in
00:00:56by receiving the order from and its growth. Many questions about the fulfillment of e-commerce orders,
00:01:00Your right to
00:01:02can achieve this how storage and delivery services have changed the way e-commerce works, and
00:01:06what happens behind the order journey until it reaches
00:01:10the consumer, and what opportunities
00:01:14visible breakage in this system has provided to merchants and projects, and what are the most prominent challenges
00:01:18it faces with the expansion of this sector?
00:01:22The "Amma Baad" team discussed these questions
00:01:25with a number of
00:01:27the merchant does not only focus on the profits, meaning they will reduce specialists. Welcome. Amma
00:01:30Baad. Traditional trade relies only on
00:01:34the merchant, the shop owner.
00:01:37The shop owner cares about all the details and all parties. He is the one who provides
00:01:41the product, cares about
00:01:43the quality of the product, cares about delivery, cares about
00:01:47product installation. But now, with
00:01:51the modern era,
00:01:54the concept of e-commerce has changed. We
00:01:57now have a complete
00:02:00logistics system that
00:02:03cares about other things, secondary things.
00:02:06The merchant
00:02:09when it left the store. cares about the essential thing, which is the product, the quality of the product,
00:02:12and marketing. But
00:02:15there are other parties that care about
00:02:18price. other operations, such as delivery, storage,
00:02:22shipping,
00:02:24and some fees may apply in after-sales service, or if, for example, we want to
00:02:26return the product. It is also
00:02:30different from before. Logistics companies are no longer limited to delivery
00:02:33اللوجيستيه تقتصر على التوصيل
00:02:35the fastest speed for only, but have become an integral partner in e-commerce. For example,
00:02:38they provide modern services, among which I mention
00:02:42inventory management, order picking and packaging,
00:02:45and return management and cash on
00:02:48delivery. As is known internationally and locally, we have
00:02:52peak periods
00:02:53must make sure that when orders are numerous. So the merchant in this period
00:02:56does not have to worry about
00:02:58Addresses, of course, affect the operational method for the product.
00:03:01It has flexible solutions during this period. Of course, logistics
00:03:06that failed services are very important. Why? Because selling is not
00:03:09just, I mean, when the customer presses
00:03:13the purchase button, whether from the application or from the e-store, no,
00:03:16the stage after pressing this is the most important, which is
00:03:20logistics. So,
00:03:23even if, for example, the
00:03:26customer or the merchant chose the product well
00:03:30and did marketing, but then
00:03:33the logistics were not good enough,
00:03:35the customer will ultimately see it as a complete failure
00:03:39of the store. Therefore, electronic tracking has become important in
00:03:42which initially provide the reputation of selling and in the selling process itself and in the user experience.
00:03:47loss. Therefore, when it comes to Multi-vendor e-marketplaces
00:03:49have changed the e-market from being reliant on
00:03:54important to make sure to communicate social media platforms like Instagram and WhatsApp
00:03:56to another faster and easier market.
00:04:00From two aspects: from the merchant's side,
00:04:02For each product, we have a specific code. In the merchant used to waste long hours replying to
00:04:05customers, recording orders, even verifying receipts
00:04:08if they were forged or genuine, and also took long
00:04:12hours to prepare orders and track
00:04:14this type agents and delivery companies. Now, the merchant doesn't do anything
00:04:17except use the system and monitor his orders, and at the end of
00:04:20the month, he receives his money. For
00:04:22the customer, it's the same. The process has become very easy
00:04:25As for preventing and faster. He can order from more than one delivery
00:04:29provider. One can see
00:04:32all available products, unavailable, colors, shapes.
00:04:35With
00:04:38the rapid growth of e-commerce globally,
00:04:41the market value of some of its companies reached
00:04:45hundreds of billions and trillions of
00:04:47dollars. According to August
00:04:502026 data,
00:04:54prepared to be placed on Amazon topped the list with a market value of approximately $2.9 trillion.
00:04:57Followed by Alibaba
00:04:59its own code, which is with approximately $306 billion,
00:05:01then Shopify with approximately $196
00:05:05billion. The main variable,
00:05:08of orders instantly. This of course, here in this
00:05:12system is the store owner.
00:05:17the product and the quality of the product and on marketing, perhaps if
00:05:21he wishes, but perhaps
00:05:23he entrusts the rest of the parties to other companies.
00:05:26Logistics companies have started to provide flexible solutions during
00:05:30peak periods when demand is high. So the
00:05:33the product and its marketing. As for the operational matters, they have become
00:05:37part of the logistics companies.
00:05:40the Sultanate is Asyad, which is considered
00:05:44the huge and giant government provider
00:05:47of the logistics system, in that they have
00:05:50storage and they also
00:05:54deliver goods and care about
00:05:55shipping
00:05:58goods and delivering them to their proper place and care about
00:06:02their quality, the quality of their arrival to
00:06:05the user.
00:06:11In fact, delivery companies
00:06:15balance by investing in these
00:06:18delivery systems and logistics systems.
00:06:21For example, through these systems, they can
00:06:25increase the number of operations, orders, or
00:06:28shipments. So,
00:06:31for example, if they have a strong system, they can
00:06:34handle a large number of orders, and thus they will cover
00:06:39the cost.
00:06:43Since they have increased the number of these operations or
00:06:46orders, they will reduce or cover this cost.
00:06:50Also, through logistical organization, meaning, for example, you have
00:06:53a delivery agent who will deliver an order to a specific
00:06:57place. He can go in two ways: he can go
00:07:01and deliver, then go here and there. Here, he will waste his
00:07:04fuel and also waste his time. But if he has
00:07:08a strong organization and system, when he
00:07:11goes, he will go in a way that when he delivers, he delivers to all
00:07:14customers near the location. Therefore, by
00:07:17investing in systems and also
00:07:20through organization, delivery companies can balance
00:07:24between cost and
00:07:31In the beginning, Amar was an idea. The buyer was facing
00:07:34problems, so he tried to find a solution to these problems. For example,
00:07:38for every order, the customer pays two rials for delivery.
00:07:42You also had, for example, difficulty in obtaining product information,
00:07:46such as whether the product is available or the types of products available,
00:07:50as well as the slowness of the response from the merchant.
00:07:53So when the customer sends and the merchant replies, it takes time.
00:07:57So the solution for Amar was an organized warehouse,
00:08:01an easy application, and fast delivery. The customer, as soon as he orders, receives three
00:08:04notifications: a notification to the customer that his order has been placed, a second
00:08:08notification to the merchant that he has a new order, and
00:08:12a notification to our system. Through the system, we can see all
00:08:16orders with all details.
00:08:19After that, we prepare the orders and hand them over to delivery companies.
00:08:22Delivery companies deliver products and orders to the customer, whether
00:08:26from inside or outside the Sultanate. Honestly, the application
00:08:29was not primarily for makeup, but its goal was all normal things,
00:08:32meaning anything without flowers or chocolate, because those things
00:08:36spoil during delivery. But because most
00:08:40customers became girls,
00:08:44merchants became mostly makeup and similar things. But we had clothing
00:08:47merchants, we had accessories
00:08:50merchants, we even had kitchenware
00:08:53merchants. So we could take anything
00:08:57as long as it wasn't flowers or chocolate, so it wouldn't spoil in the heat. You might
00:09:00ask about makeup or beauty products,
00:09:04for example, soaps and all that. These all require special care, whether
00:09:08refrigeration or preserving them during
00:09:11the preparation process or delivery.
00:09:14So we handle products according to the merchant's instructions. For example, if the merchant needs a refrigerator,
00:09:18we can provide one, but generally, we do not
00:09:22accept products that require care like refrigeration, because even if we
00:09:26preserve them in the warehouse, it's difficult, you know,
00:09:29due to the weather, they might be affected during delivery. But
00:09:33as for cooling, our warehouse is refrigerated.
00:09:38breakage, we have the bubble wraps that we
00:09:41use to wrap products. Therefore, the merchant brings them to us already wrapped in a good
00:09:44way. When we put them away,
00:09:48we also put a "fragile" sticker
00:09:52so that the agent is careful with the product. Amar's
00:09:55role does not end until the customer
00:09:58receives the order and is satisfied with it, because he cares about all
00:10:02the details from the beginning of downloading the application, from downloading
00:10:06the application until the customer receives the order. Amar takes care of all the details.
00:10:09However, we must guarantee the quality of delivery. We have
00:10:12linked the Amar system with the delivery
00:10:15companies' system so that we can track orders and the status
00:10:21helps us solve any problem that may arise.
00:10:29Due to delivery, the e-commerce system in the Sultanate of Oman is witnessing
00:10:33continuous expansion, supported by the national e-commerce plan
00:10:362022-2027.
00:10:372022-2027
00:10:40By the end of 2025,
00:10:43the plan's completion rate reached 86.7%,
00:10:47after completing 26 initiatives out of
00:10:5030. The number of licensed activities
00:10:53for e-commerce reached 1926
00:10:57activities by August
00:10:591, 2026. Meanwhile, the number of verified
00:11:02e-stores on the Maroof Oman platform
00:11:06reached 412 stores. For these
00:11:10logistics services, the burden is transferred from the merchant
00:11:13to these companies. So logistics companies are the ones
00:11:17that bear this operational burden
00:11:21the merchant, then starting to package the product
00:11:25and delivering it to the specified
00:11:26destination. In addition to managing
00:11:30returns for these shipments in case
00:11:33the customer requests to return them
00:11:37due to damage or
00:11:39the product. So logistics companies in
00:11:43general manage all stages from the moment of receiving the product
00:11:47to the moment of returning the product in case of damage. Now,
00:11:52the product, but also focuses on the delivery
00:11:55method. Did the product reach its
00:11:58owners in the appropriate way? Did it arrive in the appropriate form?
00:12:02And did it pass
00:12:05through the stages that it was supposed to pass through
00:12:08to the user? So, I now don't focus on the fact that sometimes
00:12:12the product reaches the customer
00:12:15with high quality, but it arrived late or
00:12:19it arrived in a way
00:12:22that is not suitable for use, for example.
00:12:25Here, the customer will blame
00:12:29the store, even though the product was of good quality
00:12:34The product left the store in good quality,
00:12:37but due to delivery, this
00:12:40product was damaged, for example. Therefore, here, I
00:12:43as a store owner, must focus on the user experience, or what we call
00:12:47the customer journey, which is the customer's
00:12:51journey. Is the customer's journey complete from the day he clicked
00:12:54the button until it reached his doorstep?
00:12:58Is this whole experience complete? Is the storage
00:13:00method good? Shipping?
00:13:03Is delivery good?
00:13:05Is the deposit made in a good place,
00:13:09in a good way? Is the packaging the same or has
00:13:12it changed, and so on? So here, I have the
00:13:16delivery. The store owner
00:13:18the delivery or the company he chose to deliver the product is
00:13:22a good company, because there are many criteria that a person
00:13:26must consider, including delivery speed, including
00:13:30what this company covers, meaning
00:13:33it covers, of course, inside Oman and outside Oman, meaning its coverage.
00:13:37Also, among them is how to handle returns.
00:13:41I mean, returns, are they returned correctly? Damaged or not
00:13:44damaged? Also, you have customer service.
00:13:48Do they reply quickly or not? Also, you have
00:13:51the collection amounts. Do they transfer the amounts quickly?
00:13:55To merchants or do they delay? So all these things. Also, you have
00:13:59the system itself. When there is a strong system, it means
00:14:02the merchant can track his order and so on. So all these things
00:14:05are important in the process of choosing the right
00:14:09company. For example, you have the merchant's page. The merchant's page is used
00:14:13for monitoring. The merchant monitors shipments,
00:14:16monitors inventory, adds products, sends shipments,
00:14:19and can even view reports at any time he wants. The second thing
00:14:23we have is the codes.
00:14:27the beginning, each store has a code, and each product has a code, and each type of
00:14:31product also has different codes. So we have codes for everything
00:14:34to facilitate the process. And the third
00:14:37thing, through which we ensure the quality of inventory management, is
00:14:41inventory taking. We must take inventory regularly to ensure that things
00:14:44are running perfectly.
00:14:45Before the
00:14:51merchant sends his goods to the fulfillment and distribution center,
00:14:55he sends us a notification. The notification contains details of the products he
00:14:58sends and their quantities. We, in turn, as soon as we receive this
00:15:02quantity, verify its accuracy and the types of products
00:15:05and their conformity to the received notification. In case of any discrepancies, we will
00:15:09notify the merchant of the discrepancies as an increase or decrease.
00:15:12Then they are inspected to ensure they are free of any damage or increase or
00:15:15decrease. Then they are
00:15:19the shelf as agreed upon. Usually, each product has
00:15:24in English, SKU. This distinguishes each product from
00:15:27the other. And in our warehouse, we ensure that all products
00:15:31are together. Each merchant's goods are kept together so that
00:15:35he can be charged at the end of each month for a certain
00:15:38storage quantity. So this makes it easy for us to access products according
00:15:41to the merchant type and the orders that arrive. The process is usually
00:15:45between the consumer and the merchant, and our role
00:15:47begins when the merchant receives the order from the consumer and sends it to us,
00:15:51either electronically or through the interface or system provided
00:15:55by us. As soon as these orders reach us, supervisors
00:15:59assign these orders to the warehouse
00:16:02workers. Warehouse workers, in turn, based on the system, will
00:16:05take order details and
00:16:09product details and quantities, and they will be packaged
00:16:12and prepared according to the required packaging.
00:16:15Then the shipping label is attached to track
00:16:19the delivery path later. Inventory data is always
00:16:22available to the merchant in real time
00:16:26so that in case orders are placed, the inventory is immediately deducted.
00:16:30In case the order
00:16:33the order do not match the inventory, the order is rejected.
00:16:37However, we provide live data, either through integration or through the interface
00:16:41system we provide for them. Every shipment leaving the fulfillment
00:16:44and distribution center will have a special tracking number. This
00:16:48tracking number is published to the merchant and the consumer as well.
00:16:52So both can track the shipment exactly where it is, whether
00:16:55it has been received by the delivery department, or is being sorted, or
00:16:59if there is an address problem, a delivery attempt, as well as final delivery
00:17:02and return in case the shipment
00:17:06cannot be delivered. Regardless of the reason, it is returned
00:17:09to the sender. In this case, the fulfillment and signing center is the sender on behalf of
00:17:13the merchant. So we, in turn, treat it as a new shipment
00:17:16or new goods returned to the warehouse. So we will
00:17:20receive it, track it, check its quality, and return it
00:17:24to the shelf and notify the merchant so that he can sell the product again. And in
00:17:28case the customer received the order but wanted
00:17:31to return it because the size, for example, did not fit
00:17:35him or he agreed with the merchant to return it. We have a service called the
00:17:38"Driver Return" service from Asyad Express. The driver goes to the customer,
00:17:42takes the order, and returns it to the warehouse, and we add it to the warehouse inventory. International
00:17:45orders differ slightly from local orders. They usually
00:17:49require some additional documents such as shipment
00:17:52invoices and customs declarations to be exported to the other
00:17:56country. And by the competent authorities of customs in the other country, they are cleared
00:18:01the other country to the recipient and it may take some
00:18:05additional days because it is international shipping, but
00:18:08we try to provide
00:18:12the customer. In the final stage of the order
00:18:15journey, comes what is known as the last
00:18:18mile, which is the distance the shipment travels
00:18:22from the distribution center until it reaches the consumer. And even
00:18:26though it is the final stage, it can be one of the most
00:18:29challenging
00:18:33delivery stages.
00:18:36the entire process a lot. It is not just, I mean,
00:18:39just an order that did not arrive or an order
00:18:44to be delivered. No, it is bigger than that. Why? Because it
00:18:48will actually cause losses for both parties. It will cause losses
00:18:51for the merchant and also cause losses
00:18:54for the delivery company. Why? Because the agent will go
00:18:58to the customer's house, I mean, he will go to the customer's house, and in the end,
00:19:01the customer might not answer him because there is a mistake in the address
00:19:04and so on. So here, he will lose fuel,
00:19:08I mean, and he will lose time, and the company
00:19:12will ask the merchant to pay the returned amount.
00:19:15Of course, companies vary, I mean, some companies charge
00:19:19one rial, some companies charge the same price, two rials, and some companies charge half a rial. So here, there will be a shared
00:19:24addresses, it is very important, I mean, before the order leaves
00:19:28for delivery, it is very
00:19:31with the customer. Do you want the order tomorrow or not?
00:19:35Is the address correct? If there is any modification
00:19:38or anything, it should be modified.
00:19:39I
00:19:44contract with specialized companies so that I don't, I don't,
00:19:48I don't, for example, let the product reach
00:19:52the wrong place or pass through stages that are not
00:19:56sound. For example, the payment system. Sometimes, if I contract
00:19:59with an excellent company for payment,
00:20:03the payment system will work easily.
00:20:06Even when customers come to my
00:20:09store, they won't be complicated by the matter, because
00:20:13I have integrated excellent systems into the infrastructure
00:20:17or the basic infrastructure of
00:20:19my store,
00:20:22which are not complicated. So the
00:20:26user experience will be smooth. However, operation will certainly
00:20:30be more complex. I will need
00:20:34more than one party to deal with. But here, we
00:20:37come to the need for
00:20:40example, the introduction of artificial
00:20:43intelligence, which can enhance
00:20:46the cohesion of these parties. So that if there is a problem with one of
00:20:50these parties, it can
00:20:53predict the problem and notify the other
00:20:57party before the problem occurs or before the product
00:21:00reaches the final person. Artificial intelligence
00:21:04will be involved in many things. The first thing we notice now is that most of
00:21:09companies, which is customer service. Most of them now have
00:21:12these bots that answer
00:21:15questions and answers, questions and answers, until, for example, if he encounters any
00:21:19problem, he returns to contact. So this is one of
00:21:22the developments that can enter e-commerce.
00:21:26And also, for example, delivery forecasts,
00:21:30and also
00:21:33delivery routes, where the shipment exactly arrived,
00:21:37where it came from and where it arrived, and predicting when it will arrive
00:21:40exactly. This is now available, but I can introduce
00:21:44my agent or representative. My agent, whether I am a customer or a store
00:21:47owner, I can introduce the agent, who is the assistant or
00:21:50my representative, my representative, or the artificial intelligence
00:21:54representative who applies to me or understands
00:21:57when the customer or what the customer wants now, and I provide
00:22:00him with services according to what he wants. If I have, for example, on the screen, he likes
00:22:04to see sports things, things according to what
00:22:08the customer likes, I give him or predict what he likes, or for example, does
00:22:11this father have children or a mother who cares about specific
00:22:15interests? I can predict these
00:22:18things and introduce
00:22:22the primary product to the primary
00:22:24person or the right person. The integration is done through
00:22:28technical integration between the merchant's
00:22:31electronic platform and the logistics company's
00:22:35technical platform. For some small
00:22:38and medium-sized enterprises, we provide
00:22:42them with an electronic portal for inventory management.
00:22:45Through this link, we provide the merchant with several features,
00:22:48including inventory management and returns management,
00:22:52as well as access to notifications
00:22:55regarding shipments that have been delivered or not
00:22:58delivered.
00:23:03Regarding the e-commerce sector, it is a very important
00:23:07sector, and the numbers speak for themselves. If you look at
00:23:11the global level, we will go to the global level, then Oman. At the global
00:23:14level in 2022,
00:23:17the size of e-commerce
00:23:20was $5 trillion. In
00:23:232025, it rose to $6.5 trillion. In
00:23:272028, it is expected to reach $8 trillion, and this
00:23:30means a growth of more than
00:23:3255%.
00:23:34This is considered a huge thing. Of course, the Omani market is linked
00:23:38to external markets. You cannot separate and say we are different and so on. No,
00:23:41we are affected by external markets.
00:23:44Even Oman, of course,
00:23:47almost the average for e-commerce
00:23:51was in a study in 2024, approximately
00:23:54254 million, and this
00:23:57is to note that it did not exceed 1% of
00:24:00the total retail trade. So that means only
00:24:041% of our e-commerce reached this number.
00:24:08The other thing, in my opinion, for e-commerce
00:24:11in Oman to develop, it needs the new generation
00:24:14of logistics companies. This, of course, is the new
00:24:18generation that they call
00:24:29integrated logistics solutions companies,
00:24:32the e-store, link it with online
00:24:35payments such as Amwal and KiuB. And after that, they provide
00:24:39you with storage. They tell you if you want refrigerated storage or
00:24:42normal storage, and the merchant can store by himself. And after that, they provide
00:24:46you with delivery, meaning delivery can be B2B and B2C.
00:24:50B2C delivery from the warehouse to the customer himself, and B2B from
00:24:54the customer to branches. I mean, someone might have 15 branches
00:24:57in Salalah, in Nizwa, so you deliver to him. He tells you to deliver to his Nizwa branch like this,
00:25:01this branch. So, in my opinion,
00:25:04of companies, if it comes to Oman, will greatly strengthen
00:25:08e-stores. Why? Because it will give
00:25:12the e-store or the merchant all the services he needs.
00:25:15I mean.
00:30:30Dear viewers, peace be upon you and God's mercy. News Center students and Oman
00:30:34TV greet you and present to you the 2 PM
00:30:36news. We start with the main
00:30:39headlines.
00:30:42His Majesty Sultan Haitham bin Tarik, may God protect him, congratulates the Armenian
00:30:45President and the Maltese President on the occasion of their countries'
00:30:48independence
00:30:49anniversary.
00:30:55Opening of a new section of the Sultan Turki bin
00:30:58Said Road project.