Spinneys Egypt Targets 30% of Sales Through E-Commerce Channels
Spinneys Egypt is continuing to scale up its digital investments, with e-commerce now accounting for more than 20% of the company’s total revenues and expected to exceed 30% in the coming years, according to Mohannad Adly, Chief Executive Officer of Spinneys Egypt.
Adly said the company’s accelerated shift toward digital retail has played a pivotal role in enabling customers to shop safely and conveniently, particularly during periods of restrictions and lockdowns such as those experienced during the COVID-19 pandemic. He noted that Spinneys successfully turned operational challenges into growth opportunities, strengthening its competitive position within Egypt’s retail market.
Expansion Plans and New Investment
As part of its long-term expansion strategy, Adly revealed that Spinneys Egypt plans to open 38 new stores by 2029, bringing its total network to 72 branches across most Egyptian governorates. This expansion coincides with the entry of a new investment fund aimed at supporting the company’s ongoing growth trajectory.
Adly added that over the past decade, Spinneys Egypt has reshaped the competitive landscape of the retail sector. The company expanded its store network from just three branches in 2014 to 34 branches today, while maintaining a strong focus on strategic investment and sustained profitability despite economic headwinds. This performance, he said, reflects the company’s ability to adapt to changing market conditions, rising inflation, and increasing operational costs.
Strong Track Record With Private Equity
He also highlighted Spinneys Egypt’s solid track record in working with private equity funds, noting that previous investors successfully exited in 2025. Their replacement by a new investment fund, he said, underscores market confidence in the company’s business model and its ability to generate sustainable long-term value.
Enhancing the Shopping Experience
On the customer experience front, Adly announced the launch of the “Spinneys Extra” strategy, which represents a new hypermarket concept that is operationally distinct from the company’s supermarket and smaller-format stores. Under the Spinneys Extra brand, stores will offer a broader assortment of products, including fast-moving consumer goods, fresh food, household items, and electronics.
The new format will also introduce innovative financial services, such as installment payment options in partnership with buy-now-pay-later (BNPL) providers, alongside intensive promotional campaigns and a differentiated pricing strategy. These initiatives aim to attract a wider customer base and increase basket size per visit.
Strong Performance and Growth Outlook
Adly noted that the recently concluded year marked an exceptional performance for Spinneys Egypt, with the opening of five new branches and a 27% increase in sales. He expressed optimism about continued growth in the coming year, citing easing economic pressures and emerging signs of market stabilization.
He added that these improving conditions provide the company with greater scope to pursue ambitious targets, including further expansion of its store network and continued investment in strengthening the technological and marketing infrastructure of its e-commerce operations.