Alshaya Group celebrates the launch of 100 eCommerce sites and apps across MENA

29 Jun 2021

Alshaya's ongoing digital transformation marks a milestone

Alshaya Group celebrates the launch of 100 eCommerce sites and apps across MENA

As customers in the Middle East become increasingly digital-first, Alshaya Group this week celebrated the 'go live' of its 100th online trading site and app across the MENA region with the launch of new apps for American Eagle + Aerie in Egypt and Qatar.

Recognised as one of the leading retailers of international brands in the region, Alshaya has massively accelerated its digital roll-out over the last year as it responds to a permanent shift in customer shopping habits. Today Alshaya has the largest eCommerce footprint in the region complementing its portfolio of thousands of stores, cafes, restaurants and leisure destinations.

Alshaya customers can now find more and more of their favourite brands online in markets across the GCC, as well as in Egypt; brands including American Eagle, BBW, Boots, Foot Locker, H&M, Mothercare, Muji, Pottery Barn, West Elm and Victoria's Secret. Further sites and apps are in the pipeline. Details of all live sites can be found in the Customer Zone on

Commenting on the pace of Alshaya's digital transformation, Paul Morris, Chief Digital Officer, Alshaya Group said: "Customers, particularly the under-30 mobile-first generation, have embraced new ways to shop. We have worked hard to meet their needs by bringing their favourite brands to their fingertips through a rapidly growing number of sites and apps. It's clear when we look at performance that we are delivering what customers want – some of our sites are already accounting for over 30% of total brand sales.

As we continue to grow our digital footprint across MENA we are focused on offering choice and making the shopping experience as effortless as possible, regardless of whether customers want to shop in-store, online, or a mixture of both. It has been really exciting to deliver this change in recent months, thanks to the amazing teamwork of Alshaya colleagues."

Alshaya's digital expansion responds to an overall shift to online shopping across the region, which has been turbo-charged in the last 12 months as customers looked for new ways to shop for their favourite brands during the Covid-19 lockdown. Data varies, but overall digital retail purchases in MENA have increased by over 35% compared to a year ago, with consumers in KSA, Egypt and the UAE leading the charge.