launches region’s first online hypermarket

Following last month's news of potential Amazon investment, has entered the online grocery shopping space

379, the largest e-commerce website in the region, has now launched the Souq Superstore. It’s an online hypermarket that will make grocery shopping as easy as buying yourself a new smartphone. There has been an onslaught of grocery shopping apps in the UAE recently. These apps collaborate with supermarkets and groceries in your area to process your order and deliver it to you. InstaShop, one such application, recently saw an investment by itself has been in the headlines following news that US online retailing giant Amazon was considering buying a 30 per cent stake.

You’ll be able to find a variety of products within six main sub-categories that include food and groceries, health and beauty, household needs, pet care, nutrition and supplements, as well as baby care and food. Curated stores including an organic food corner, chocolate shops and food of the world will also be available for delivery to customers across the UAE, Egypt and Saudi Arabia.

“E-commerce for FMCG products is poised for a period of growth,” says Tina Chikhani Nader, Shopper and Customer Marketing Director – Gulf, Unilever. “Our objective is to make sure that Unilever does not miss out on these growth opportunities. We want to be where the consumer is going, and will keep a keen eye on how this area develops in the near future.”

The Souq Superstore will feature products from popular global FMCG companies such as P&G, Nestle, Pepsico, Unilever, Henkel, Reckitt Benckiser, Mars, L’Oréal, Johnson & Johnson and Nivea.

“With Souq Superstore offering convenience, greater information, reviews, enhanced customisation and unlimited product selection at their fingertips, we are confident of a significant level of consumer adoption here in the Middle East,” explains Ronaldo Mouchawar, Co-Founder and CEO of “It’s an exciting time to launch such a category as our digitally savvy consumers in the market are leading the online shopping trend and we are experiencing exponential growth in m-commerce.”

At the beginning of the year, Morgan Stanley Research predicted that up to 34 per cent of worldwide online shoppers would purchase groceries online, up from 21 per cent in 2015.