The logo of US online retail giant Amazon is displayed on the Brieselang logistics center, west of Berlin on November 11, 2014.
John MacDougall—AFP/Getty Images
By Hallie Detrick
October 2, 2017

Noon.com, an online retailer that is aiming to be the go-to Arabic-first e-commerce site for the Middle East, has finally launched in the UAE, after a nine-month delay – and will soon go live in Saudi Arabia as well.

The site and its founder, real-estate mogul Mohamed Alabbar, have had a tumultuous year. Aside from the delays in launching Noon, Alabbar’s Emaar Malls lost out to Amazon in its bid to buy Souq.com in March.

In a statement, Noon said it’s “important for us to shape a digital marketplace that is relevant to our local markets and serves as a growth platform for brick-and-mortar retailers.” The Middle East’s e-commerce sector is expected to double in size by 2021, though it may not present as imminent a threat to brick-and-mortar businesses as it has elsewhere because of culturally entrenched purchasing habits.

Read: Amazon Plans a Big Acquisition in the Middle East

MH Alshaya Co, a retail franchise operator based in Kuwait, recently acquired a stake in the business, joining Emaar Malls as a bricks-and-mortar-based investor. The joint venture also counts Saudi Arabia’s Public Investment fund among its backers.

In March, Alabbar put in an $800m offer to buy Souq.com, a regional online retailer founded by Ronaldo Mouchawar, a Syrian-born entrepreneur. Souq was already in negotiations with Amazon, which ultimately bought it for an undisclosed price estimated to be somewhere between $650 and $750 million.

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