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Rabbit launches bulk business ‘Gomla’

Market data indicates that bulk buying is set to evolve into an EGP 5bn market by 2024, sustained by inflation and high prices.
09.03.23 | Source: Daily News Egypt

Rabbit, the e-commerce platform, announced that they have launched Gomla, a new product offering customers that buy in bulk the cheapest prices across Egypt, and next-day delivery.

Rabbit launched Gomla in response to a shift in global consumer behaviour towards bulk buying, strongly reflected in the Egyptian market. Market data indicates that bulk buying is set to evolve into an EGP 5bn market by 2024. Originally triggered by the pandemic, the trend has been sustained driven by inflation and added price pressure. Other reasons include availability (with some supply chain challenges persisting), and families spending more time at home with hybrid work. Consumers are buying both bigger quantities and larger package sizes (average volume per unit is up 2.1% year on year). The most popular products for bulk buying are paper products (55%), household cleaning products (35%), shelf staples (26%) and personal care items (22%).

“We created Gomla to fulfil the growing need for great savings, something users across all segments presently are focusing on, especially ahead of Ramadan,” said Ismail Hafez, Co-Founder and COO of Rabbit.

“Whether it’s a large family household, or a young couple looking for great deals on their monthly restock, Gomla caters to a new user segment altogether, and brings more choice to existing users of our 20 and 60 minute offerings in a different consumer moment,” said Ahmad Yousry, Co-Founder and CEO of Rabbit.

Costco, the wholesale club brand that has become synonymous with bulk buying, is currently the third largest retail player globally (after Walmart and Amazon), with $222.7bn of net sales across 14 countries around the world in 2022, a 40% increase over 2 years. Wholesale clubs (sometimes referred to as warehouse clubs) were originally popularized in the US in the 1970s. The business model, selling consumer goods in bulk at deeply discounted prices exclusively to members paying an annual fee, has stood the test of time. However, a myriad bulk buying options have been made available by both online and offline retailers around the world.