At DELIVER Middle East 2026, Halima Jumani, CEO of Kibsons International, shared the story behind one of the UAE’s most compelling e-commerce success stories. What began as a family-owned wholesale produce business has evolved into a high-velocity digital platform serving thousands of customers daily.

As supermarkets consolidated and price pressure increased, Kibsons faced a strategic crossroads. Rather than competing purely on wholesale pricing, the business recognised an opportunity to bring its fresh produce expertise directly to consumers. By connecting high-quality supply with digitally enabled demand, Kibsons unlocked a new growth model.

One of the central challenges discussed was scaling from dozens of daily orders to thousands while maintaining consistency and quality. For Kibsons, success is measured not just in volume, but in delivering every order with the same care as the first. Fulfilment reliability and customer trust remain non-negotiable.

Fresh food e-commerce presents a constant balance between shortage and wastage. Halima explained how Kibsons uses data and AI-driven procurement to reduce waste in a low-margin category. Automated purchase orders, demand forecasting, and real-time performance metrics help the business control costs while improving availability.

Beyond technology, culture emerged as a key differentiator. Kibsons has intentionally built a team that embraces change rather than resisting it. Rapid experimentation, accountability, and openness to new ideas allow the organisation to adapt quickly in an industry defined by uncertainty.

The growth of Kibsons is closely tied to rising health awareness across the UAE. Consumers increasingly prioritise clean, traceable food and want greater control over what they consume. Kibsons’ focus on freshness, transparency, and nutrition aligns directly with these evolving expectations.

Looking to the future, Halima highlighted personalisation, AI-driven recommendations, and operational efficiency as the next frontiers in grocery e-commerce. In a market defined by constant change, the ability to adapt quickly — as a business and as a team — remains the most valuable capability of all.