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Truebell offers brands new route to market through e-commerce


UAE-headquartered Truebell, a leading GCC importer of fast-moving consumer goods (FMCG), has announced the expansion of its e-commerce offering, giving brands new omni-channel opportunities in this fast-growing segment.

Truebell will now sell a range of products on 24 online mainstream and specialised platforms, including Amazon, Noon, Sprii, MumzWorld and FirstCry. Initially, 900 products will be available with plans in place to increase this as demand comes through.

Thanks to this initiative, Truebell is rapidly becoming the distributor of choice for more leading international brands.

Truebell Divisional Manager, Retail & Food Service, Bhushant J. Gandhi said: “As part of our business strategy, we have held extensive discussions with several e-commerce platforms to add to our existing distribution channels and contribute to our overall growth.
“As a consequence of COVID-19, we have expedited this process and we are now in a position to sell a vast range of products online and support our clients who may be faced with limited e-commerce penetration capacity, ultimately enabling them to broaden their reach and increase sales.”

According to the latest report from the National Economic Register, the UAE’s e-commerce sector issued 196 licenses in May – the highest number allocated to any sector in the country. Research also revealed a 300% growth in demand for e-commerce services in the first five months of the year. 

As part of Truebell’s online offering, the company will sell a range of products from a cross-section of their business categories and will include food and non-food products from 35 different countries, with everything from baby and personal care to cleaning products. 

From an operational perspective, Truebell has created a dedicated warehouse in the main distribution hub, where a dedicated team is responsible for all storage as well as pick, pack and dispatch.

“Our expansion into e-commerce has been two-fold. Firstly, the growth in demand from consumers for online shopping portals has grown incredibly in recent times and this continues to increase as a result COVID-19 and the various restrictions that have been implemented,” said Gandhi.

“Secondly, the pandemic has impacted every industry around the world. It is therefore imperative that we work together to begin the first tentative steps to recovery. By creating e-commerce access to the brands we sell, we can support those who would not have necessarily had the scope or ability to sell their products online," he added. 

Truebell has grown exponentially since it was established in 1984. To date, it has a portfolio of over 10,000 products, including 60 global products, underscoring its position as a leading importer, wholesaler, distributor, and exporter throughout the GCC.

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