eZkrt launches grocery platform in the UAE to expand digital retail offering

Dubai-based e-commerce platform eZkrt UAE has expanded its services with the launch of eZkrt Grocery, adding daily essentials to its existing portfolio of over 100 product categories. The new platform aims to capitalise on the UAE’s growing online shopping demand and shifting consumer preferences. 

The move comes as the UAE’s e-commerce sector continues its upward trajectory, driven by rapid digital adoption, a transition to cashless payments, and rising interest in online retail across diverse consumer groups. With a GDP of $410 billion in 2021, Dubai has solidified its status as one of the Middle East’s fastest-growing economies and a thriving hub for tech and commerce.

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The original eZkrt platform features a wide range of products, including electronics, home appliances, personal care items and premium perfumes. The addition of grocery products marks a significant step towards building a more integrated online marketplace.

"We see an opportunity to build a platform that provides an extensive range of products that are accessible and aligned with the UAE’s shift towards an ‘integrated online marketplace’," said Nadini Veerasamy, deputy CEO and co-founder of eZkrt UAE.

eZkrt Grocery will integrate multiple labels and brands, along with adjacent product categories, to create a comprehensive service that competes directly with leading online grocery platforms. 

The UAE’s increasing adoption of digital payments continues to provide fertile ground for e-commerce growth. However, operational efficiencies and competitive pricing remain crucial to ensuring long-term sustainability in the sector.

Government efforts to improve last-mile delivery infrastructure and promote digital payment systems have further boosted the market’s appeal. Despite this, challenges such as cybersecurity risks and logistical complexities remain key concerns, requiring a balanced approach to innovation and risk management.

As the market continues to diversify, fashion and electronics dominate with 27 per cent and 18 per cent market shares, respectively, while food and personal care account for 13 per cent, indicating broad consumer interest. With the introduction of grocery services, eZkrt is positioning itself to compete across all major categories.

"With mobile phone penetration reaching an impressive 212 per cent, reflecting a mature telecommunications market, the region demonstrates significant potential for our strategic expansion in the sector in coming years," said Joaquim D’Silva, vice president of Operations and Business Development at eZkrt. 

D’Silva noted the platform’s emphasis on ease and affordability, supported by a strong digital payment infrastructure. "eZkrt Grocery will seek to scale as a house of brands, as the current market presents opportunities to cater to a ‘tech-enabled’ audience increasingly favouring online platforms for their daily purchasing needs," he added.