is finally here

The region's next big e-commerce player opens its digital doors. But will have what it takes to battle the might of Amazon and Souq?


The long-awaited rival has arrived. has finally launched with the help of backing from Mohamed Alabbar and the Public Investment Fund of Saudi Arabia. Even an investment from M.H. Alshaya was made, but the amount was not disclosed. But at last, the $1-billion (Dh 3.67 billion) e-commerce platform has opened its doors for online shopping to customers in the region.

Why so late, ?

The website was originally supposed to go live much earlier this year, but due to unforeseen circumstances, the launch was delayed until September 30. The website is also expected to go live in Saudi Arabia in the following weeks.

The initial line-up on includes electronics, men and women’s fashion, home-ware, beauty products, baby stuff and even a grocery section. While this may seem like a lot, it’s still a far cry from the 20 million items Noon was supposed to open with.

First Look at

As for design, the layout is simple and the menus are easy to navigate at first glance. I encountered minor search errors, but those should be sorted out soon. As with most in the region, the website is available in English and Arabic.

I’m sure we can expect the product line-up to increase considerably over the next few days and weeks. It will be interesting to see how it performs with healthy competition from Amazon and Only time will tell.



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