Proudly the elTimate destination where every customer wins!

from groceries to beauty, nutrition, medicines, pet supplies, and beyond in a short span of less than a decade. Today, as a formidable force in the region, elGrocer maintains true to its ethos – delivering convenience, ease, high quality, and unbeatable value to their customers.

It all began with one thought, “Customers deserve better,” and so in 2016, elGrocer was born.
The founder of  elGrocer, Nader Amiri, pledged to build a solution that would work for customers – not the other way around. Within a mere 6 months of their soft launch, elGrocer won recognition, funding, and support amongst 3,500 start-ups across the world by a Publicis Groupe jury due to their core value system of putting consumers at the very epicentre. This award was not just another victory but also proved beyond doubt that above anything else, elGrocer was dedicated to prioritizing customer satisfaction.

elGrocer entered the market officially in May 2017 driven by an ambition to provide not just products but also extraordinary customer experiences.

Within months the home delivery industry had been disrupted forever with one-tap providing convenience and high-quality products.

As  elGrocer’s popularity grew, so did its commitment to quality. In 2017, the company made a daring move by cherry-picking its own personnel that would be responsible to not just deliver but also pick and pack. This was done to ensure that every order delivered met the  elGrocer standards. Along with trainings and workshops, this personalized approach guaranteed nothing but the best for customers; with up to 75% of orders being personally delivered by an  elGrocer representative.

But this was just the beginning…

elGrocer embraced the digital storm and leveraged the power of technology to simplify customer experiences even further by enhancing and optimizing their app and webstore that further elevated seamless, anytime, anywhere ordering.

As their network expanded, so did their offerings

From groceries and supermarkets to pharmacies, florists to pet supplies; elGrocer curated a wide-spread ecosystem of partners, guaranteeing customers would get every single requirement under one roof.

By 2022  elGrocer was acquired by etisalat by e&

This partnership catapulted  elGrocer onto a regional platform, accelerating its growth and expanding its operations across borders in India, Pakistan, and Egypt too.

Enter Smiles Market, proudly delivering smiles, one delivery at a time

Today, Smiles Market is  elGrocer’s crown jewel that offers customers locally grown produce and globally sourced specialties with free delivery, reflecting its core values of delivering high-quality, value and convenience to their customers.

 
In less than a decade, elGrocer has become much more than a delivery partner and beyond a loved household name – it stands synonymous with convenience, reaffirming its status as the go-to one-stop-shop where every customer always wins!