AMMAN — The Economic Modernisation Vision (EMV) workshops continued on Wednesday at the Royal Hashemite Court with a focus on the trade sector, highlighting its role in driving sustainable economic growth and job creation, especially for youth.

 

The workshop brought together representatives from government institutions, the private sector, and civil society to review the progress achieved in the trade sector and identify priorities for the next phase of the EMV.

 

The trade sector represents a key pillar of Jordan’s economy, with officials highlighting its potential to open new markets, enhance exports, improve logistics infrastructure and attract foreign investment. Developing the sector was seen as an opportunity to strengthen regional cooperation and promote economic inclusion.

 

Participants also discussed Jordan’s advantages, including its strategic geographic location, which positions it as a potential regional hub connecting East and West, as well as North and South.

 

They also pointed to the growing digital readiness in the country, supported by robust ICT infrastructure and widespread use of electronic payment platforms, which has accelerated the growth of e-commerce.

 

The EMV envisions transforming Jordan into a regional trade centre by promoting both traditional and digital commerce, restoring access to open markets, and reducing operational costs. It also aims to modernise commercial practices through innovation, deliver improved customer experiences, and support fair competition.

 

Key initiatives under the EMV include the development of a comprehensive e-commerce strategy (2023–2025), updates to consumer protection regulations, and the launch of the Jordan Electronic Directory Portal for registration and licensing procedures. Additionally, recent reforms, including the amendment of Competition Law No. 12 of 2023, aim to create a more competitive and business-friendly environment.

 

The EMV also outlines efforts to support small and medium-sized enterprises (SMEs), expand free trade agreements, and improve digital infrastructure and reform customs and shipping regulations. Other goals include the development of port and warehouse infrastructures and the creation of a centralised database of tradable goods and services.

 

The most prominent initiatives of the sector in the first phase include developing legislation on consumer protection, expansion of trade partnerships and free trade agreements, establishment of a database of tradable goods and services and improving the enabling environment for e-commerce and achieving fair competition with traditional commerce

 

Despite this progress, traders attending the workshop noted that challenges remain. Zeid Kilani, a representative of the Jordan Pharmacists Association, stressed the need for more support for SMEs entering e-commerce. “We need a lot more development. We need laws that govern and support e-commerce, and more efforts to help SMEs get involved,” Kilani told The Jordan Times.

 

He also stressed the importance of tax stability. “We always ask for consistent tax legislation. When tax or customs laws change unpredictably, it creates uncertainty. There must be a stable legal and regulatory environment to remain competitive,” he added.

 

Kilani also said that continued cooperation between the public and private sectors is essential to realise the EMV’s trade goals and ensure sustainable and inclusive economic growth across the Kingdom.

 

Managing Director of Talabat Jordan Saleem Hammad said: "The [Economic Modernisation] Vision is considering the importance of regulating, restructuring and reshaping the e-commerce sector in Jordan as 60 per cent of the population is less than 30 years, therefore the generation is changing and the technology is in high demand."

 

The e-commerce is not any more competitator to the traditional trade, we have to see how they can integrate to each other, Hammad added.

 

“We provide online channels to SMEs to work. The e-commerce has become a significant impact to SMEs to develop and digitalise them, even in the large enterprises,” the managing director noted.

 

Talabat always provides new job opportunities, and there are many proofs of concept as the company had created 18,000 job opportunities in the last month alone, he added.

 

In regards to challenges, Hammad said that laws need to further facilitate the development of e-commerce and credit card penetration, especially as the adaptation of the credit card is still low.

 

He also commended the understanding between the public and private sectors, noting that there is a big support to the e-commerce from Telecommunications Regulatory Authority, and the government.