Warehouse Prioritization Shifts: 93% Focus on Throughput for Maximum Return on Investment (Swisslog Report)
In the rapidly evolving logistics landscape of the Middle East, where the e-commerce sector is projected to reach US$50 billion by 2025, the pressure to improve throughput, maximize density, and adapt to demand spikes is mounting. This fast growth in omnichannel retail presents a significant challenge for warehouses, many of which are still less than 50% automated [1].
To address this need, advanced automation control software like Swisslog’s SynQ platform offers a solution. This platform helps businesses in the Middle East optimize automation and software capabilities to significantly improve warehouse performance and return on investment (ROI) in 2025.
The SynQ platform provides a single, unified software solution to manage and optimize automation assets [4]. This unified control prevents fragmentation that can cause inefficiencies and limit the use of operational data. By integrating various automation systems into a single platform, SynQ optimizes automation asset management and synergizes manual and automated operations.
One of the key benefits of SynQ is its flexibility and adaptability [1][3]. The platform’s flexibility enables businesses to respond effectively to evolving customer demands and omnichannel fulfillment requirements, a critical advantage given the fast growth of e-commerce in the Middle East.
Maximizing throughput and storage density is a key operational priority in warehouse management and fulfillment [2]. SynQ prioritizes the flow of goods through the warehouse as a key to improving ROI, focusing on maximizing throughput rates and storage efficiency, which are top priorities for 93% of warehouses [1][3].
The SynQ platform also combines functionalities of Warehouse Management Systems (WMS), Warehouse Execution Systems (WES), Warehouse Control Systems (WCS), Material Flow Systems (MFS), and Automation Control Systems (ACS) [4][5]. This seamless interaction with ERP and e-commerce platforms allows for the streamlining of all warehouse processes.
Moreover, SynQ's integrated business intelligence tools provide real-time analytics and insights that enable smarter, data-driven decisions, enhancing operational efficiency without increasing manual effort [4][5]. This advanced business intelligence feature is a valuable asset in the fast-paced and dynamic Middle Eastern market.
Rami Younes, General Manager at Swisslog Middle East, emphasized the need for software that enhances performance and integrates seamlessly across technologies. He stated, "As the Middle East logistics market is set to double this year since 2020, it's crucial for businesses to implement software that can adapt to their evolving needs and integrate seamlessly with existing systems."
The findings of the State of Warehouse Management and Fulfillment 2025 report, analyzed by Swisslog, underscore the growing urgency for businesses to optimize automation and software capabilities to unlock higher performance and faster returns on investment [1][3]. The report warns of the risks of fragmented automation systems, which can lead to inefficiencies and limit the value of operational data.
In summary, Swisslog’s SynQ platform empowers Middle Eastern businesses in 2025 to achieve enhanced warehouse throughput, storage density, flexibility to market changes, and smarter resource utilization—all contributing to improved performance and maximized ROI in a rapidly evolving logistics landscape [1][3][4][5]. The report is available to download for those interested in learning more about the future of warehouse management and fulfillment in the Middle East.
[1] Swisslog (2025). The State of Warehouse Management and Fulfillment 2025 [Online]. Available: https://www.swisslog.com/en/resources/white-papers/the-state-of-warehouse-management-and-fulfillment-2025
[2] Swisslog (2025). Press Release: Swisslog's SynQ Platform Empowers Middle Eastern Businesses to Optimize Warehouse Performance and ROI [Online]. Available: https://www.swisslog.com/en/news/press-releases/swisslogs-synq-platform-empowers-middle-eastern-businesses-to-optimize-warehouse-performance-and-roi
[3] Sherpa Communications (2025). Swisslog's SynQ Platform Empowers Middle Eastern Businesses to Optimize Warehouse Performance and ROI [Online]. Available: https://www.sherpacommunications.com/news/swisslogs-synq-platform-empowers-middle-eastern-businesses-to-optimize-warehouse-performance-and-roi
[4] Swisslog (n.d.). SynQ [Online]. Available: https://www.swisslog.com/en/products/synq
[5] Swisslog (n.d.). SynQ Benefits [Online]. Available: https://www.swisslog.com/en/products/synq/benefits
- In the Middle East's fast-growing logistics industry, businesses can optimize their automation and software capabilities with solutions like Swisslog's SynQ platform, thereby improving warehouse performance and achieving significant returns on investment (ROI) by 2025.
- The SynQ platform, integrated with various automation systems, offers Middle Eastern businesses the advantage of unified control, seamless interaction with ERP and e-commerce platforms, real-time analytics, and adaptability to evolving customer demands and omnichannel fulfillment requirements—all crucial elements for success in the dynamic logistics landscape of the region.
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