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AWOK is one of the leading online shopping destinations for the mass market in the UAE, attracting approximately 15M visitors per month. At the outset, AWOK began selling electronics. Today the website offers approximately 70,000 products across 30+ categories including: fashion accessories, home appliances, kitchenware, cameras, and health and beauty product
Ulugbek Yuldashev, an entrepreneur at heart, started trading goods in his hometown of Osh, Kyrgyzstan at the age of 12. At 17, he opened his first business, an internet café. In 2012, Bek saw an opportunity in ecommerce. At the time, Souq.com, the leading ecommerce player in the region, had a limited catalog, high prices, and slow delivery (5-7 business days). Determined to tackle these problems, Bek and a few friends invested $30K to launch AWOK in 2013, starting with electronics and gadgets. AWOK became the first ecommerce business to have an in-house logistics unit addressing last-mile delivery issues. Despite AWOK’s superior logistics, Bek realized that the market was very competitive and he needed an additional edge. Densely populated metropolitan areas such as Dubai reserve prime real estate for high-end brands, leaving unbranded and cheap products to be sold in city outskirts, far from low-income consumers. He seized upon the huge opportunity in supplying affordable, unbranded utility items to the mass market. With this pivot in 2015, AWOK also expanded its product offering to include home, kitchen, and fashion accessories. Since then, AWOK has reached over 1.5M customers.
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