For many Egyptians, the new shopping culture has transformed what was once a routine errand into a seamless digital experience.
Riham Metwally, 38, a Cairo housewife, uses grocery delivery apps daily. "They're fast, convenient, and offer quality products with professional packaging," she says.
However, she notes that despite the promotions, fruits and vegetables remain cheaper at local markets, and shipping fees also vary.
Similarly, Sarah Makram, 25, finds the apps indispensable. She recalls forgetting her wallet at work and how accommodating the app's customer service was. "They told me I could pay with my next order. The support was quick and helpful."
Others echo this sentiment. Mariam Mustafa, 28, a bank employee, says the app allows her to order from home and select the delivery time. "It saves time and effort, and delivery usually takes less than an hour," she explains.
Mohamed Abdelmonem, 29, who works for a petroleum company, values the wide selection, competitive prices, and real-time tracking features.
Meanwhile, Mohamed Mahmoud, who works at a store that partners with grocery apps, highlights the platforms' role in boosting employment, particularly in the delivery sector.
Behind the Apps: Business Models and Challenges
Grocery delivery apps in Egypt operate under a range of business models. Some apps run their own warehouses and partner directly with food producers and manufacturers, enabling tighter supply chain control.
Others serve as aggregators for traditional retailers, signing agreements with stores to list their products, giving users access to multiple outlets through a single platform.
Some retail chains have launched their own apps, offering customers access to their full online inventory.
A store typically starts by filling out a registration form to join an app. The app's team then finalises the partnership agreement, sets profit margins (starting at 4 percent), and conducts quality control checks to ensure consistency.
These partnerships enable apps to offer promotions on local and imported products, aiming to attract new users while retaining current ones.
Mohammed Gamal, area operations manager at a prominent retail chain, notes, "Since joining grocery delivery platforms, our in-store orders have increased by 25 percent, and we've expanded our team by 15 percent. We had to train new staff to manage the volume of delivery orders. These apps have helped us reach beyond Cairo and Giza to other governorates like Minya, Ain Sokhna, Alexandria, the North Coast, and Hurghada."
Despite this growth, the apps continue to face logistical and operational hurdles.
Delivering to remote or poorly mapped areas with unclear addresses often causes delays and limits the scope of coverage. Some delivery workers have also reported safety concerns, prompting some platforms to reconsider their service zones or introduce tighter verification procedures.
Users have also raised complaints regarding inconsistent product availability and quality. Buthayna Kamel, a 44-year-old schoolteacher, says she has had to return items that did not match what was shown on the app.
"At times, I have to settle for alternatives when the product I usually order is out of stock. Sometimes I can't use my card for payment due to technical glitches."
Delays in delivery further compound the frustration.
As a result, shopping at physical stores remains relevant for some. Buthayna admits she still visits nearby shops during internet outages or when specific items are unavailable online.
Store owners are also having to adjust to the new digital reality.
Fady Ahmed, a 40-year-old grocer, observes, "Many now prefer ordering online, which sometimes causes perishable items like dairy products to spoil due to reduced foot traffic."
He adds that consumers now have more confidence in digital platforms and is considering partnering with grocery apps to sell his bread and pastries online.
Even stores in prime locations have felt the impact. Ibrahim Attallah, a shop owner near a large housing complex, remarks, "People prefer delivery apps even when my store is just around the corner. I almost sell the same goods, but consumers trust the apps more."
To compete, Attallah has cancelled delivery fees and increased discounts, and he too is contemplating joining a delivery platform.
Market Expansion and Consumer Protection
Grocery apps such as Talabat, Instashop, Breadfast, and Uber Eats have expanded nationwide, supported by Egypt's rapidly developing digital infrastructure.
According to the Ministry of Communications and Information Technology, mobile broadband subscriptions reached 85.4 million by January 2025—a 10 percent annual growth—while fixed broadband subscriptions rose by 7 percent, reaching 11.6 million.
Experts say improved internet accessibility has empowered consumers and accelerated the growth of e-commerce.
Tech-savvy youth have particularly benefited, helping to drive this market expansion. Grocery delivery apps have experienced significant growth in recent years, especially during the COVID-19 pandemic.
The Communications Ministry reports that 50.1 percent of internet users in 2022/2023 purchased goods online—29.7 percent of whom bought food—compared to just 17.8 percent in 2019/2020. Around 42.5 percent of online shoppers are between 15 and 29.
Cash on delivery remains the most common payment method, preferred by approximately 98.4 percent of consumers. Only a small share uses digital wallets or credit cards.
The Consumer Protection Agency continues to monitor digital platforms and ensure consumer rights are upheld.
Ahram Online asked Ibrahim Al-Sagini, Head of the Consumer Protection Agency, how the authority ensures grocery delivery apps respect consumer rights, particularly regarding privacy and data protection.
Al-Sagini explained that the agency guides consumers to shop only through authorised platforms that comply with the Consumer Protection Law and are physically based in Egypt.
He advised consumers to shop on secure websites, safeguard their personal and payment data, inspect items before accepting them, and always request a formal invoice, not just a delivery receipt. Shoppers should verify seller details, ensure product specifications are clear, and confirm the availability of warranties where relevant.
Al-Sagini added that the Misleading Advertisement Department addresses complaints by validating them and then contacting the company. Corrective action is usually enforced, such as issuing a refund or replacing the product.
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