High noon in Egyptian e-commerce

Noon, an internet retailer that debuted in Saudi Arabia and the UAE in 2017, recently launched a beta version of its website in Egypt. Backed by USD1 billion in investment from Saudi Arabia’s Public Investment Fund and a number of private individuals in the Gulf region, it currently sells products in Egypt across five categories: electronics, fashion, beauty, baby, and home and kitchen. In contrast to its other markets, Noon does not yet offer FMCG in Egypt.

Noon has opened a customer fulfilment centre in Greater Cairo’s Abu Rawash area and intends to add five more. It has not given any indication that it intends to enter any other African markets. Noon could mount a significant challenge to Jumia, which has been in Egypt since 2012.