One year after entering the UAE market, eJaby continues to reshape the region’s e-commerce landscape with a clear mission: transforming overstock into opportunity while advancing sustainability across the supply chain.
Since its launch in the UAE, the homegrown digital marketplace has focused on tackling excess inventory and product waste—two persistent challenges in the region’s dynamic retail environment. By connecting consumers directly with premium-quality overstock items across food, beverages and non-food categories, eJaby has created a dedicated channel that unlocks value from products that remain well within quality standards but are past the midpoint of their shelf life.
Powered by advanced technology, the platform streamlines traditional supply chain models by bridging suppliers with value-driven shoppers. This approach reduces inefficiencies that often result in unnecessary waste, while enabling customers to access trusted brands at competitive prices. The model delivers measurable benefits across the ecosystem: suppliers recover value, consumers save, and environmental impact is reduced.
Co-founders Maxim Haartsen and Menna Shahin established eJaby with a shared commitment to building a smarter, more responsible retail framework. They point to the significant financial and environmental costs associated with food waste in the region, where combined losses from food service and retail reach billions of dollars annually, and per capita waste levels remain among the highest globally.
According to the founders, eJaby was designed to address structural inefficiencies in conventional retail and e-commerce channels. By offering suppliers an alternative online sales route tailored specifically to overstock products, the company supports more agile inventory management while fostering a consumer culture centered on both quality and value.
Sustainability remains embedded in the company’s strategy. eJaby aligns its operations with the United Nations Sustainable Development Goals, particularly SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action). Each transaction on the platform contributes to reducing waste, lowering carbon emissions and encouraging more responsible purchasing decisions.
Beyond its commercial progress in the UAE, eJaby has positioned itself as a catalyst for change—demonstrating that profitability and environmental stewardship are not mutually exclusive. By turning surplus inventory into a strategic asset, the company is reinforcing a more circular, efficient and future-ready e-commerce model for the UAE.
