What It Really Takes to Scale from the EU into MENA in 2025

The MENA region is no longer a future opportunity, it’s happening now. In April 2025, startups across the region raised over $228 million, led by Saudi Arabia and the UAE. Government-led digital transformation, growing enterprise demand, and infrastructure investment are driving real momentum.

However, expanding into MENA takes local structure, the right team on the ground, and a GTM strategy that fits how business is done in the region. At The Scale Factory, we’ve worked with companies making this move, helping them set up, hire, and build traction in-market. Here’s what it really takes.

Make Setup a Priority

Legal frameworks across MENA vary, and they shape how quickly you can operate. In the UAE, free zones like ADGM and DIFC offer a clearer path for foreign ownership, international legal standards, and faster licensing. Saudi Arabia, meanwhile, continues to prioritize the use of locally sourced goods, services and talent. As of May 2025, new procurement rules expanded the list of items that must be sourced from within the country.

These rules matter. They affect everything from how you draft contracts to whether you can even submit a bid. The companies that move faster are the ones that get local advice early and make setup a priority, not an afterthought. Skipping legal prep or choosing the wrong structure can delay commercial activity by months.

Don’t Expand Without People on the Ground

We rarely see companies succeed in MENA without an in-market presence. Buyers expect to deal with people who are accessible, committed, and familiar with how things work locally.

The hiring process takes planning. Labor laws in the UAE and Saudi Arabia are not

interchangeable, and missteps on contracts or onboarding can create compliance issues fast. Work with regional recruiters, budget for local expectations, and prioritize hires who bring both network and know-how.

Adjust Your GTM Strategy

MENA sales cycles aren’t always linear. Procurement may involve more steps and more stakeholders, and decisions are often built on trust and familiarity, not urgency.

We often guide clients to start with partnerships, whether through resellers, integrators, or consultants already embedded in the ecosystem. These partnerships can create access and credibility faster than going in cold.

Messaging also needs to shift. European case studies don’t always resonate. Local references, Arabic-language decks, and market-relevant pricing all help build confidence in early conversations.

Scaling into MENA requires showing up prepared. With the right setup, people, and strategy, the region can be a strong growth driver for B2B scale ups. For those who invest the time to get it right, the return is well worth it.