White Friday 2016 is a record-breaking milestone in the Middle East e-commerce industry

Ronaldo Mouchawar, Co-Founder & CEO,

The Biggest Online Sale in the Middle East surpasses all online shopping records in the region

  • Total number of items sold – 1.2 Million
  • Gross Merchandise Volume (GMV)- 100% YOY growth with 10 times more than the daily average
  • Sales via app were record high – accounted for 50% of GMV
  • Record high usage of credit card payments at 37% – reiterating consumers shift to online payments
  • 10 times more visits on the website as well as the app
  • Four items sold per second
Ronaldo Mouchawar, Co-Founder & CEO,
Ronaldo Mouchawar, Co-Founder & CEO,

Dubai, U.A.E.:, the largest online retail and marketplace platform in the Middle East, announces that White Friday this year doubled last year’s sales with 1.2 million items sold between 23 and 26 November across the GCC and Egypt. also confirmed five times more new buyers everyday on the platform with a sales conversion rate at twice the daily average.  Further, 75% of the sales came from the fashion and lifestyle categories, while electronics accounted for 25% of the sales. White Friday 2016 also saw a phenomenal 60k units sold from the newly launched ‘SOUQ Superstore’ – with many FMCG brands selling out within hours – far surpassing expectation, highlighting the trend towards online grocery shoppingtrend.

The biggest online shopping extravaganza in the region saw four items sold per second with 10 times more traffic and sales than the daily average on the website as well as the app. Mobile commerce continued to be a huge driver for growth, with over 50% of the sales coming from the mobile app. White Friday 2016 saw a remarkable upsurge in credit card payments at 37%, highlighting the rising trend and consumer shift to online payments.

Ronaldo Mouchawar, Co-Founder & CEO, commented, “White Friday 2016 marks another record-breaking milestone for the e-commerce in the region. Our robust technical backend preparation ensured that despite 10 times more traffic and concurrent users on web as well as the app, our users continued to enjoy seamless online shopping experience. We are particularly proud of the impressive response to our newly launched groceries category ‘SOUQ Superstore’ and our fashion offerings- with most of the new fashion brands being sold out in no time.”

Mouchawar added, “This year, we had a record number of new buyers on, a clear indicator that we continue to lead the e-commerce growth in the region with innovative campaigns such as White Friday. In line with our promise, we are on track with the speedy delivery of the huge volume of orders. We focus on the value we bring to our consumers and the remarkable number of repeat buyers we have on the platform with a significant order value is a testament to the increasing trust we have built around the e-commerce ecosystem.”

More than 1,500 of the world’s leading brands and companies sold their products at unbeatable prices and offered special deals during White Friday 2016 led by partners such as Unilever, Samsung, Mars, P&G, RB, PepsiCo, Hisense, Lenovo, Philips, Kenwood, Redbull, Johnson & Johnson, Henkel, One Plus, Xiaomi, Nivea, Nestle, Moulinex, Sun & Sand Sports, Futtaim Group, Apparel Group, Hokair Group, Landmark Group, Intel, Microsoft, and Redington.

In 2014, introduced Black Friday to the Middle East for the first time, naming it White Friday. Following’s unprecedented White Friday success, numerous other online and bricks and mortar retailers in the region are following suit and launching their own White Friday sales.

Globally known as ‘Black Friday’ due to its effect of getting brands ‘back in the black’, is a massive sales tradition in the US and over the past decade has been steadily gaining momentum worldwide. It the Friday after Thanksgiving and said to be the day that shoppers begin their shopping for Christmas. In respect to Friday being the day of worship, gathering, friends and family; had e-tailored the shopping extravaganza and coined ‘White Friday’, a day of prosperity, celebration and joy, making it more relevant to this region.

About is the largest online retail and marketplace platform in the Arab world, featuring more than 2 million products across 31 categories such as consumer electronics, fashion, health and beauty, household goods, and baby. Today, attracts over 45 million visits per month, with localised operations in the KSA, UAE and Egypt. offers a convenient and safe online shopping experience with secure online payments, option to pay cash on delivery and free returns.