Careem targets Amazon UAE with Quik Electronics launch during Prime Week, aims to ‘raise the bar’ on customer experience 

The move signals an ambitious push into the UAE’s competitive retail space, with massive discounts on phones, laptops, tablets, and more.

Careem’s Quik Electronics launch

Chase Lario, VP of Groceries at Careem, spoke exclusively to Arabian Business about the company’s bold strategy and the timing of the launch.

“We’ve been working on Quik Electronics for months,” Lario stated, seemingly unfazed by the timing that pits them directly against global retail behemoths.

“As a local brand that has contributed to the growth of the UAE tech scene, we’re excited to compete with global e-commerce players and want to make sure customers know that they can get the best deals, and on-demand delivery, through Careem.”

When pressed about the impact on local competitors like noon, Lario’s response carried a hint of challenge. “We hope this will raise the bar on customer experiences for everything, setting the standard on low prices, secure and fast deliveries, and a super simple app experience.

Lario claims their offers will undercut even global e-commerce players, with Careem Plus members accessing discounts of up to 54 percent on popular electronics.

“We’re investing in the launch of Quik Electronics to ensure our prices are the lowest in the market,” he said, also emphasising the speed of their service, promising some of the fastest deliveries in the market.

This comes within the context of Amazon facing scrutiny over the years for antitrust and anticompetition practices. Regulators have raised concerns about the company’s dominance in online retail, alleging practices that stifle competition and harm consumers. In September 2023, the US Federal Trade Commission (FTC) and 17 state attorneys general filed a lawsuit against the ecommerce giant for allegedly illegally maintaining its monopoly power.

“Careem Plus members have come to rely on us to save cash across their daily purchases, and we’d like to help them out with electronics too! We also know how tricky it is when you need to replace your charger or buy new AirPods quickly and don’t have time to visit an electronics store or wait for a regular package to come in the post.”

Careem entered the quick commerce market in 2021 with the launch of its rapid grocery delivery service, Quik Groceries.

Careem Dirhams for delays

Last year, the firm announced its controversial ‘Dirhams for Delays’ campaign, which aimed to reimburse customer with AED1 per minute of delay on any food orders made on the app. While the move was made to emphasise its leadership in the food delivery space, it received massive backlash on social media with many claiming this would severely impact road safety and driver wellbeing.

While Careem positions itself as a local champion taking on global giants, the move raises questions about the sustainability of such aggressive pricing and its impact on the broader market.

Lario hinted at more to come. “We have many exciting launches planned across the Careem Everything App, and for Quik Groceries specifically, later this year.”