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Amazon's Case Study

Amazon.ae, formerly Souq.com, is an English-Arabic language e-commerce platform, owned by Amazon, Inc. It is the largest e-commerce platform in the Arab world. On March 28, 2017, Amazon.com Inc. confirmed it would be acquiring Souq.com for $580 million. On May 1, 2019, Souq.com became known as Amazon.ae.

The website was founded in 2005 by co-founders Ronaldo Mouchawar and Samih Toukan. It was initially an auction site linked to internet portal Maktoob. In 2011 Souq.com changed its model to an online shopping site similar to Amazon.com with a marketplace and retail items for sale on its platform.