Waitrose launches first dedicated overseas e-commerce site

Waitrose has launched its first dedicated overseas e-commerce site with customers in the United Arab Emirates now able to order Waitrose products online straight to their homes from

The new website will home more than 15,000 grocery products with over 2,800 delivery slots available each week, reaching more than 1,500 homes across Dubai and Abu Dhabi. The website will offer same-day delivery, with the cut-off for amendments being two hours prior to delivery. 

Waitrose has added 12 delivery vans, and has created an additional 14 driver jobs through its partner Fine Fare Food Market LLC (FFFM), which runs the retailer’s daily operation in the UAE supported by Waitrose in the UK. 

Orders will be picked and packed in two of the retailer’s 12 shops across Dubai and Abu Dhabi. It comes after Waitrose opened its sixth shop in Dubai last month, with plans to open two more in the city by the end of this year – in Jumeirah Golf Estates and Meadows Fountain’s View.

Sarah Burton, Commercial Sales business manager, said: “Our e-commerce service has grown significantly in the UK and we’re very excited to work with our partners in Fine Fare Foods Limited to extend this to our customers in the United Arab Emirates. 

“It brings an even more convenient way for our customers in the UAE to shop Waitrose products, and we’re proud to bring the same quality and inspiration customers find in our shops, to our website.”

Sunil Kumar, CEO of Fine Fare Foods, said: “Our new website adds online capability, meaning we can reach even more customers in the UAE, while also supporting the local community during these uncertain times with an easy way to shop. 

“As the pace of online shopping continues to accelerate, listening to our customers’ demands and reflecting the service, quality and choice of our supermarkets has never been more crucial. We are committed to delivering the best quality food and drink sourced in the most responsible way right to our customers’ doorsteps.”

The news comes as Waitrose said it has been “significantly investing” in after ending its long-term partnership with Ocado last month. Having expanded “rapidly” in recent months, the grocer claims is on track to become a £1bn business in its own right by the end of the year. It now delivers to nearly 90% of postcodes across the UK. 

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