Transforming the face of e-commerce:

Rupkatha Bhowmick

Amidst the current uncertain and challenging times owing to the COVID-19 crisis, consumer habits and behaviours are changing rapidly. To avoid going to stores, where there is a higher risk of infection and a potential lack of inventory on the shelves, customers are moving to online retail, even with potentially longer delivery timelines, observes Mona Ataya, founder & CEO,

“At, we have seen a substantial uptick in demand. In these difficult times, we are offering real-time solutions to mothers with limited avenues to get their mandatory needs fulfilled. Now, more than ever, we are more committed to our vision of serving mothers safely. Resultantly, our sales are up across all key categories,” says Ataya.

As such, is doubling its business year-on-year. The brand has expanded its reach regionally, scaling rapidly in the Kingdom of Saudi Arabia (KSA), which now accounts for more than 50% of its business. On the product side, carries over 240,000 SKUs as a result of increased depth in existing categories and expansion into natural adjacencies, more than 25,000 being exclusive SKUs.

“While we are the official retailer of more than 4,000 brands, bearing in mind the current situation, our sourcing team is working round-the-clock to curate even more products to keep families safe and entertained. Most importantly, they are working hard to ensure that customers get these products in time with ‘Yalla’ – our same-day delivery service,” Ataya shares.

The full story is featured under ‘My Page’ section in the April edition of RetailME. Subscribe / request for your copy of April 2020 e-edition: