elGrocer

elGrocer operates as an online grocery delivery platform, connecting consumers with a wide network of retailers and Fast-Moving Consumer Goods (FMCG) brands across all seven Emirates of the UAE. Founded in 2015 by Mickael Costache, Raed Hafez, and Nader Amiri, the company was established to address the founders' personal challenges with traditional grocery shopping, which they found to be a time-consuming chore with logistical issues like unanswered calls to stores and unclear pricing. Nader Amiri brought a strong background in the FMCG industry, having worked with major corporations such as Unilever, Kraft Foods, and Coca-Cola across the MENA and CEE regions. Raed Hafez contributed over two decades of experience in technology and commercial operations, including a leadership role at Motorola Mobility for the Middle East and Africa.

The company's business model is a marketplace platform, similar to Instacart, that does not hold its own inventory but rather connects shoppers with local supermarkets and specialty stores. Users can order from a diverse range of retailers, including Union Coop, Marks & Spencer, and 7-Eleven, through the elGrocer app, which promises the same prices as in-store and delivery within about an hour. Revenue is generated through commissions from stores on orders, earnings from brand partnerships, and providing value-added business insights. Initially funded by friends, family, and early-stage investor Nuummite Ventures, elGrocer later secured over $540,000 through an equity crowdfunding campaign on the Eureeca platform in 2017. This was followed by support from Sheraa, the Sharjah Entrepreneurship Centre.

A significant milestone in the company's history was its acquisition of competitor Quickshop.ae in 2016, which strengthened its market position. In 2020, the leadership team was restructured, with Raed Hafez appointed as CEO and Nader Amiri taking the role of COO to focus on operations and strategy, joined by Tareq Abu Kaff as CTO and Xavi Nunes as CMO. This strategic shift prepared the company for its next phase of growth. In November 2021, the Emirates Telecommunications Group Company (Etisalat Group) announced its acquisition of 100% of elGrocer. This acquisition was aimed at complementing Etisalat's existing 'Smiles' marketplace services, expanding elGrocer's reach and integrating it into a broader digital ecosystem. Following the acquisition, elGrocer launched Smiles Market, a dark store concept focused on ensuring high product availability for customers.

Keywords: online grocery delivery, UAE grocery, marketplace platform, FMCG, retail technology, on-demand delivery, e-grocery, supermarket app, Dubai startup, Etisalat acquisition, Smiles Market, Nader Amiri, Raed Hafez, Mickael Costache, grocery marketplace, MENA e-commerce, mobile commerce, last-mile delivery, hyperlocal delivery, retail partnerships, consumer goods platform