Retail media is booming, and AI is quickly becoming the engine behind the sector’s next wave of growth. Into this fast-moving landscape steps GoWit—again—with fresh capital and an even bigger appetite for expansion.
The connected-commerce AdTech firm announced a strategic investment round led by Nuwa Capital, with follow-on participation from Formus Capital, APY Ventures, and DCP. While the company isn’t disclosing the size of the round, the intent is loud and clear: GoWit wants to scale its AI retail media infrastructure across EMEA and tighten its grip on one of the most competitive corners of the AdTech ecosystem.
If the last decade was about retailers monetizing traffic, the next one is about retailers monetizing intelligence—and GoWit is positioning itself as the operating system for that shift.
A Retail Media Market on the Brink of Reinvention
Retail media has become the crown jewel of digital advertising. Platforms like Amazon Ads, Walmart Connect, Carrefour Links, and Zalando Marketing Services have shown what happens when shopper data meets performance budgets: brands move spend fast, and retailers unlock a goldmine of incremental revenue.
EMEA, and particularly MENA, is tracking that trajectory. Market estimates project the MENA retail media sector will hit $6.35 billion by 2030, growing faster than most global regions thanks to a blend of digital adoption, marketplace expansion, and data-rich retail environments.
GoWit’s pitch is simple: give every retailer—large or small—the same AI-enabled monetization capabilities as the big tech platforms, minus the complexity and the engineering overhead.
The concept isn’t new, but the timing is impeccable. As ad budgets migrate toward bottom-of-funnel environments and retailers scramble to unify data silos, demand for interoperable, AI-first retail media infrastructure is skyrocketing.
GoWit’s AI Platform: A Unification Play in a Fragmented Market
GoWit’s retail media stack is built around the idea of connected commerce—a single ad platform orchestrating on-site, off-site, and even in-store placements across different markets and channels.
Where legacy retail media solutions often fall short (fragmented reporting, siloed ad formats, inconsistent audience targeting), GoWit aims to unify the entire workflow.
For Retailers
- Launch ad monetization quickly without rearchitecting internal systems
- Use AI intelligence to optimize yields and forecast performance
- Centralized monetization dashboards and unified reporting
- New revenue streams with minimal operational strain
For Brands
- Predictive automation across campaigns
- AI-driven optimization models that learn from shopper behavior
- Cross-retailer reporting for clearer ROI attribution
- Consistent targeting while respecting local privacy frameworks
For Agencies
- Unified activation across multiple retailers
- AI-powered audience segmentation
- Full transparency across partners and markets
- Scalable campaign workflows
If this sounds similar to Criteo’s Commerce Media Platform or Microsoft PromoteIQ, you’re not wrong—but GoWit is positioning itself as a regional specialist with global ambitions, focusing heavily on markets where multinational platforms often move slower or lack local retail integrations.
A Retail Media Network Already Spanning EMEA
GoWit already counts an eclectic mix of retailers and marketplaces as customers, including:
- Carrefour (Turkey)
- Union Coop (UAE)
- Raneen (Egypt)
- Toter’s Delivery (Lebanon)
- Mumzworld (UAE)
- Heureka Group (Czech Republic)
On the partner side, GoWit collaborates with Goldbach (Switzerland), Spike Media (MENA), and Akinon (EMEA), forming a distributed ecosystem connecting inventory, data, and demand sources.
The breadth of this footprint matters. Retail media isn’t just about selling ads; it’s about creating enough marketplace liquidity to make the ads profitable. More retailers mean more inventory. More brands mean better demand density. More partners mean better interoperability across channels and geographies.
In other words: GoWit is building a network, not just a tool.
And that’s exactly why investors like Nuwa Capital are doubling down.
Nuwa Capital’s First Investment Beyond MENA: A Signal Worth Reading
Nuwa Capital—known for backing tech companies shaping commerce, logistics, and digital infrastructure—led the round and, notably, this marks the firm’s first strategic investment beyond MENA.
That’s not a footnote; that’s a statement.
“Retail media is growing worldwide and accelerating in MENA,” said Sarah Abu Risheh, Partner at Nuwa Capital. “GoWit sets the bar in product, performance, and execution and delivers measurable ROI, clearly ahead of the field.”
Investors rarely hand out compliments so bluntly. What’s more interesting is what the quote implies: GoWit isn’t just regionally relevant—it’s competitive at a global standard, at least in the eyes of its backers.
The AI Arms Race in Retail Media Is Heating Up
Retail media once depended on walled gardens and deterministic shopper data. Today, it depends on AI—compression models, prediction engines, real-time optimizers, and multi-touch attribution frameworks that can scale across markets and privacy regimes.
Criteo, Amazon, Google, and a growing list of retail media networks are funneling massive resources into AI optimization. Smaller players are racing to differentiate themselves through automation, data intelligence, and faster deployment models.
GoWit’s latest round pushes it deeper into that race—not to compete with Amazon directly, but to give non-Amazon retailers smarter and more scalable ways to monetize attention.
Retailers want alternatives. Brands want clarity. Agencies want unified workflows. GoWit wants to be everywhere those demands converge.
What This Means for the Market
1. More competition for legacy retail media platforms.
Solutions like PromoteIQ, Criteo Commerce Media, CitrusAd, and niche regional players will feel pressure as GoWit scales into Central Europe and the GCC.
2. Faster adoption of retail media by midsize and emerging retailers.
GoWit’s fast-deploy model lowers the barrier for retailers who don’t have Amazon-size engineering teams.
3. Expect more cross-border retail media alliances.
As EMEA commerce becomes more interconnected, retailers will increasingly trade inventory, data, and demand.
4. Agencies will enjoy cleaner, less fragmented workflows.
This has been one of the loudest pain points in the region; consolidation is inevitable.
5. AI-driven optimization will determine winners and losers.
The next generation of retail media success won’t be fueled by surface-level targeting—it will hinge on how well platforms interpret shopper intent.
GoWit’s CEO on What Comes Next
Co-founder and CEO Emrah Adsan frames this investment as a catalyst, not a capstone:
“We built the most intelligent, connected commerce and retail media network that enables every retailer, brand, and agency to grow profitably through a unified ad platform offering scalable technology, strong demand, and best-in-class operations.”
Translation: GoWit doesn’t want to be regional—it wants to be an indispensable connective layer for retail media across EMEA.
Given the company’s traction and investor confidence, it might just get there.
Final Takeaway
Retail media is entering its second act—where AI, automation, and interoperability define the next wave of winners. GoWit’s new funding round positions the company as a rapidly scaling contender in a market hungry for alternatives to legacy platforms and fractured tech stacks.
If GoWit can execute on its EMEA expansion with the speed and precision investors expect, we may be watching the rise of one of the region’s most influential retail media infrastructure players.
