El Grocer
- Company typePrivate
- Founded2015
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
El Grocer firmographics
Firmographics- Name
- El Grocer
- Legal name
- elGrocer
- Website
- https://elgrocer.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
El Grocer industry classification
Industry- Product category
- Online Grocery Delivery
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Food and Beverage Retailers (445)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- On-Demand Grocery Delivery Marketplaces (AFAIAMAB)
- akta.pro secondary industries
- Grocery, Food & Essentials Commerce Platforms (BPAMAGAF), Grocery & Food Omnichannel (CRAFAEAE)
Keywords
Where El Grocer is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
El Grocer business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Grocery Delivery Services: Transaction-based revenue from delivering groceries to consumers. elGrocer connects consumers with retail partners for online grocery ordering and delivery across UAE cities.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
El Grocer product offering
Product offeringCore offering
El Grocer operates an online grocery delivery platform that connects consumers in the UAE with local retail partners for home delivery of groceries. Customers browse, select, and order groceries through a website (elgrocer.com) and dedicated native mobile applications on iOS and Android, with delivery service available across 11 UAE cities and emirates including Dubai, Abu Dhabi, Sharjah, Ajman, Al Ain, and smaller communities. The platform generates revenue through transaction-based fees on grocery orders fulfilled through its retail partner network.
Product overview
elGrocer is an online grocery delivery platform operating across the UAE, offering a web-based platform and native mobile applications (iOS and Android) that enable consumers to order groceries from local stores for delivery to their doorstep. The platform services multiple cities including Dubai, Abu Dhabi, Ajman, Sharjah, and other Emirates. The company provides both a consumer-facing online marketplace and mobile apps, connecting shoppers with local grocery retailers.
Differentiator
Problem solved
Functional benefit
Companies that use El Grocer
Customer profileSegments1 record
Ideal customer profiles1 record
El Grocer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
El Grocer partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
El Grocer competitors and assessment
Company assessmentEmerging players
- Breadfast: Egypt-based online grocery delivery platform serving the Cairo metropolitan area with own-inventory dark stores. Comparable to El Grocer as a regional grocery delivery operator, but earlier-stage, geographically distinct (Egypt vs. UAE), and using an inventory-led model.
Broad incumbents
- Carrefour UAE (Majid Al Futtaim): Operates supermarket and hypermarket grocery retail across the UAE under the Carrefour brand with a built-in same-day delivery offering. Comparable to El Grocer on grocery assortment and UAE consumer base, but anchored by owned physical stores and exclusive inventory rather than a marketplace model.
- Noon: UAE-founded regional e-commerce super-app with grocery, fashion, and electronics verticals. Comparable to El Grocer on UAE consumer base and online grocery delivery, but operates as a much broader platform supported by deep-pocketed regional investors (PIF, Mohamed Alabbar).
- Spinneys: UAE-based premium supermarket chain offering same-day online grocery delivery. Comparable to El Grocer on UAE grocery retail and consumer target, but anchored by owned premium SKUs and physical stores rather than a marketplace architecture.
- Lulu Group: UAE-headquartered multinational hypermarket and supermarket operator with an online grocery delivery channel. Comparable to El Grocer on UAE grocery retail and online delivery, but at vastly greater scale and supported by owned retail infrastructure.
- Amazon UAE (Amazon.ae): Operates Amazon Fresh and a broad marketplace including grocery across the UAE. Comparable to El Grocer on UAE consumer base and online grocery delivery, but operates as a much larger global incumbent with Prime logistics and cross-category basket subsidies.
Regional players
- Nana: Saudi Arabia–based on-demand grocery delivery marketplace. Closely comparable to El Grocer on online grocery marketplace model and Arabic-market consumer base, but operates in a different geography (KSA) rather than competing head-to-head in the UAE.
Direct peers
- Talabat: UAE-based on-demand delivery marketplace owned by Delivery Hero that operates food and grocery delivery across the UAE. Directly comparable to El Grocer on geography, business model (marketplace + delivery), and customer base, but at substantially greater scale and capital backing.
- InstaShop: UAE-headquartered grocery delivery marketplace, also owned by Delivery Hero. Closely comparable to El Grocer on product (online grocery marketplace), geography (UAE-led), and target customer (urban consumers), with significantly larger funding and dark-store footprint.
- Kibsons: UAE-based online grocery delivery service specializing in fresh produce, meat, and household essentials. Direct competitor to El Grocer in the same UAE geography and same online grocery delivery model, with a longer operating history and own-inventory approach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
El Grocer social profiles
Digital presenceEl Grocer financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Grocer leadership team
Management profileNumber of profiles
Profiles1 record
El Grocer funding detail
Funding detailFunding overview
Funding rounds5 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Grocer M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about El Grocer
What does El Grocer do?
El Grocer operates an online grocery delivery platform that connects consumers in the UAE with local retail partners for home delivery of groceries. Customers browse, select, and order groceries through a website (elgrocer.com) and dedicated native mobile applications on iOS and Android, with delivery service available across 11 UAE cities and emirates including Dubai, Abu Dhabi, Sharjah, Ajman, Al Ain, and smaller communities. The platform generates revenue through transaction-based fees on grocery orders fulfilled through its retail partner network.
Is El Grocer a public or private company?
El Grocer is a private company. It is classified as venture growth investor backed and is currently operating.
When was El Grocer founded?
El Grocer was founded in 2015. It employs 11 to 50 people.
Where is El Grocer based?
El Grocer is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does El Grocer make money?
One revenue line is on record: grocery Delivery Services.
Who are El Grocer's main competitors?
Breadfast is listed as an emerging player. Broad incumbents are Carrefour UAE (Majid Al Futtaim), Noon, Spinneys, Lulu Group and Amazon UAE (Amazon.ae). Nana is listed as a regional player. Direct peers are Talabat, InstaShop and Kibsons.
Does El Grocer have an API?
No public API is recorded for El Grocer.
What industry is El Grocer in?
El Grocer's product category is Online Grocery Delivery. Its primary akta.pro industry code is AFAIAMAB, On-Demand Grocery Delivery Marketplaces, with a secondary code of BPAMAGAF, Grocery, Food & Essentials Commerce Platforms. Its NAICS code is 445110 and its SIC code is 5411.