Mohamed Alabbar, founder of Noon and Emaar, says his e-commerce platform is within striking distance of becoming the UAE's largest delivery company. Speaking to Arabian Business, Alabbar laid out a confident vision for Noon's dominance in both e-commerce and food delivery across the MENA region, with Dubai firmly at the centre.
Noon Close to the Top Spot in UAE Delivery
Alabbar was direct about how near Noon is to claiming the number-one position in the UAE delivery market:
> "We are probably within a few percentage points or distance from having the biggest delivery and e-commerce company in Dubai and the region. The progress we have made in food delivery in the past couple of years would not be easy to achieve."
The remarks reflect how quickly Noon Food has scaled since the platform moved aggressively into the food delivery segment, competing with established players across the UAE.
Alabbar: "We Will Not Give Up"
Despite stiff competition — driven by the market's growing demand for fast, convenient delivery — Alabbar remained bullish on Noon's ability to overtake rivals. He said:
> "We are going to do it and we will not give up. There is nothing like the limit we're ready to invest. And, frankly, we beat ourselves every single year, and that is why we beat the competition."
That self-imposed pressure, Alabbar suggested, is what separates Noon from competitors who plateau after achieving a certain scale.
AI and Operational Discipline Behind Noon's Growth
Alabbar credited Noon's rise to a combination of military-grade operational discipline and investment in artificial intelligence and technology:
> "The buying time of Noon is managed very strictly, like clockwork. It means a lot for me to be able to work in a new, more exciting way with AI and technology. We are here to do business seriously — it's really not about the money."
The emphasis on AI integration positions Noon alongside a broader push across UAE tech companies to use machine learning for logistics optimisation, demand forecasting, and personalised shopping.
UAE Government Policies as a Competitive Edge
Alabbar also highlighted the role of UAE and Dubai government policy in enabling Noon's rapid growth. He praised the regulatory environment that has made the Emirates a global hub for e-commerce innovation:
> "I personally think that it is the policies of the UAE and Dubai governments which make us all look like heroes. We have the privilege to be shoppers and users of e-commerce and technology."
It is a point Alabbar has made consistently — that Noon's success is inseparable from Dubai's infrastructure, connectivity, and business-friendly framework. His ambition is to keep pushing the boundaries of what delivery and e-commerce can look like in the UAE and across the wider MENA region.
