Etisalat UAE, operating under the brand name Etisalat by e&, has successfully acquired ServiceMarket, an online marketplace that offers a wide range of household services, further expanding its digital service portfolio. This acquisition is part of Etisalat by e&’s strategic plan to enhance its presence in the online marketplace by empowering customers, strengthening the Smiles online marketplace, and diversifying its business.
ServiceMarket is currently one of the leading online marketplaces in the UAE that provides over 40 services across various segments. The company’s strong market position will complement Etisalat e&’s existing marketplace services under the brand Smiles, which offers online food and grocery delivery, lifestyle offers, and a rewards program that enables customers to earn and redeem points at over 10,000 outlets across the country.
Etisalat by e&’s acquisition of ServiceMarket is aligned with the UAE’s digitalization ambitions, as the company seeks to provide innovative solutions that harness advanced technologies and increase the penetration of digital services. This acquisition is a significant step towards the country’s goal of becoming a digital economy.
According to Khaled ElKhouly, the Chief Consumer Officer of Etisalat by e&, the online household services market has experienced robust growth in recent years, with an increasing number of consumers preferring to access services from the comfort of their homes through digital platforms they can trust. As a pioneer in the digital transformation journey for all UAE citizens, Etisalat by e& has been expanding its portfolio of lifestyle services on the Smiles platform, including the recent addition of food and grocery delivery services. The acquisition of ServiceMarket is part of the company’s strategy to continue enriching the lives of customers
