Emerging Markets Property Group (EMPG), a leading property portal group in emerging markets, and OLX Group, Prosus’s global classifieds business, have announced their merger in Pakistan, Egypt, Lebanon and the UAE. 

 

The agreement includes a $150 million investment round, led by OLX Group along with existing EMPG shareholders, which values EMPG at $1 billion after the transaction. 

 

As part of the deal, OLX Group will contribute its operations in the four countries into EMPG and will become EMPG's largest single shareholder, owning 39% of the company, a statement said. 

 

EMPG will use the new capital to develop a range of new services, creating a more seamless user experience, enhancing data transparency, and deepening market intelligence for both consumers and business users. In Egypt and Lebanon, EMPG will operate the existing OLX platforms, rolling out new services for the real estate community, as well as offering consumers a superior experience across all categories. In Pakistan and the UAE, both groups’ platforms will be operated by EMPG and will continue to operate through their well-known local brands. 

 

The aggregated value of properties sold in these markets is estimated at $90 billion, providing a commission pool for real estate agencies of over $2 billion per annum. This presents a great opportunity for EMPG to enhance their real estate services in these markets, the statement said. 

“EMPG has grown at a tremendous pace since its inception,” said CEO Imran Ali Khan. “Our unique ability to scale using our proprietary tech has aided and enabled this expansion. This deal puts us one step further in our journey towards providing solutions in multiple markets to over a billion consumers around the world, expanding our classifieds offering significantly." 

 

Martin Scheepbouwer, CEO of OLX Group, said: "I'm proud of what we have built in these four markets. Our brands are household names, and currently help tens of millions of people to exchange goods and services every month. The next phase is an exciting one, with EMPG’s real estate industry expertise helping deepen the customer experience. As EMPG’s largest shareholder, we'll have a front seat to explore how we can scale their services model further - taking our ambition to shape the future of classifieds into its next stage."

 

Haider Ali Khan, Head of EMPG - Mena on this collaboration, said: “We, at Bayut and EMPG, are very excited about the future of the UAE real estate industry and the prospects of real estate in the Mena region. This merger of EMPG and OLX will allow us to better serve our customers, given that both operate brands with a strong following and will allow us to leverage existing tech and data to paint a more accurate picture of the state of affairs in the real estate industry across the region. At the same time, we will be making significant technology investments to provide more value to all users of property, automotive and other segments of the Dubizzle and OLX platforms. I look forward to a bright and prosperous future for the group.”

 

EMPG is currently present in the GCC region with Bayut, Pakistan with Zameen, Bangladesh with Bproperty, Morocco and Tunisia with Mubawab, and Thailand with Kaidee. The group invests heavily in tech and R&D, with dedicated tech centres in Romania, Spain, Thailand and Pakistan. The group is present in more than 50 cities across these geographies, with 4,500+ employees.

 

After this deal, besides expanding to Egypt and Lebanon, EMPG will also operate OLX's platforms in Pakistan, Saudi Arabia, Bahrain, Kuwait, Qatar and Oman, and the dubizzle platform in the UAE. – TradeArabia News Service