CAIRO: UAE telecom operator Etisalat has signed an agreement to acquire 100 percent of elGrocer, an online marketplace for groceries operating across the country, according to MAGNiTT.
The deal is to support Etisalat’s digital ambitions by enriching its services and driving an integrated product portfolio.
elGrocer’s will complement Etisalat UAE’s existing marketplace services under the brand ‘Smiles’ including online food delivery, lifestyle offers and the ability to earn and redeem points at more than 7,000 outlets across the country.
“We are excited to join forces with Etisalat team, giving us the opportunity to tap into their digital capabilities, advanced network, and services to accelerate our strategic expansion plans,” Raed Hafez, CEO of elGrocer stated.
