Jordanian startup Yaseer is building a digital wholesale platform that connects suppliers with grocery stores and small retailers, according to co-founder Amer Nasser al-Din.
Speaking to the Jordan News Agency, al-Din said the company aims to give smaller merchants access to product variety, competitive pricing and faster delivery, along with working-capital financing solutions. The platform is designed to simplify purchasing from multiple suppliers while improving price transparency and operational efficiency.
Yaseer’s approach reflects the broader role startups are playing in Jordan’s economy, as digital platforms address longstanding challenges in traditional sectors. Al-Din said the country’s entrepreneurship ecosystem has matured over the past decade, supported by accelerators, venture funds and institutions offering finance, mentorship and connections.
He said Yaseer’s investment led by Oasis500, with participation from institutional investors and support from the Jordan Enterprise Development Corporation, was important not only for funding but also for strengthening governance, establishing an active board and accessing investor expertise and networks.
Al-Din identified changing behavior in traditional markets as a greater challenge than developing the technology itself. Building trust among merchants, he said, required demonstrating clear benefits in time savings, pricing and purchasing efficiency.
He also called for more flexible regulations, easier investment procedures and greater access for startups to government procurement opportunities. With Jordan’s limited domestic market, he said regional expansion should be considered early, while continuing to grow from the local market.
Source: Petra
