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Dubai Startup Belong Is A Social Platform With A Twist
The company has ambitious plans for growth and has already begun scaling operations in US cities.
Startup Belong is an online social platform catering to the needs of fitness, food, travel, arts, sports, and wellness enthusiasts. The app also allows users to connect in person to attend events together.
Founders Michael Askew and Matthew Gaziano have first-hand experience of struggling to connect with the right people after living in Saudi Arabia’s capital, Riyadh, for seven years and later moving to Dubai.
“When we moved to Dubai, we were excited because the place is amazing. We expected to have a packed, endless social calendar, but when we got here, we realized we’d got to make friends first,” says Gaziano. “How do you get out, find like-minded people, and do all these fantastic things? How do you approach people? It’s not easy to go over and speak to someone in public and start talking about yourself,” he added.
The pair were inspired to design an app where “online meets offline”, helping people to break the ice and form lasting relationships out in the real world.
After launching the app in 2019, the social platform now has a user base of 350,000 and a presence in Dubai, New York, and San Francisco.
Also Read: Top 10 Best Freelance Platforms In The Middle East
Belong works by allowing users to select their interests. After that, they start posting and discussing what they have in common. The company has already secured $3.5 million in crowdfunded investments and plans to raise more funds in 2024 to crack the wider US and MENA markets.
“The UAE is a fantastic place to launch your business,” explains Gaziano. “It’s such a melting pot of cultures and nationalities, and you can really put your startup to the test here”.
The United Arab Emirates aims to become home to 20 startups valued at over $1 billion by 2031 in a bid to become a regional center for innovation and entrepreneurship. Last year, the country launched its Entrepreneurial Nation initiative to help entrepreneurs set up operations in the Emirates and support them when expanding their businesses, exporting products, and tapping into online sales.
The UAE’s digital economy is expected to reach a value of $140 billion by 2031, rising dramatically from its current $38 billion, according to a report by the Dubai Chamber of Digital Economy.
News
Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
The e-commerce startup is aiming to tap into the Kingdom’s underdeveloped e-grocery sector with a tech-first, locally rooted strategy.
Rabbit, an Egyptian-born hyperlocal e-commerce startup, is expanding into the Saudi Arabian market, setting its sights on delivering 20 million items across major cities by 2026.
The company, founded in 2021, is already operational in the Kingdom, with its regional headquarters now open in Riyadh and an established network of strategically located fulfillment centers — commonly known as “dark stores” — across the capital.
The timing is strategic: Saudi Arabia’s online grocery transactions currently sit at 1.3%, notably behind the UAE (5.3%) and the United States (4.8%). With the Kingdom’s food and grocery market estimated at $60 billion, even a modest increase in online adoption could create a multi-billion-dollar opportunity.
Rabbit also sees a clear alignment between its business goals and Saudi Arabia’s Vision 2030, which aims to boost retail sector innovation, support small and medium-sized enterprises, attract foreign investment, and develop a robust digital economy.
The company’s e-commerce model is based on speed and efficiency. Delivery of anything from groceries and snacks to cosmetics and household staples is promised in 20 minutes or less, facilitated by a tightly optimized logistics system — a crucial component in a sector where profit margins and delivery expectations are razor-thin.
Despite the challenges, Rabbit has already found its stride in Egypt. In just over three years, the app has been used by 1.4 million customers to deliver more than 40 million items. Revenue has surged, growing more than eightfold in the past two years alone.
Also Read: Top E-Commerce Websites In The Middle East In 2025
CEO and Co-Founder Ahmad Yousry commented: “We are delighted to announce Rabbit’s expansion into the Kingdom. We pride ourselves on being a hyperlocal company, bringing our bleeding-edge tech and experience to transform the grocery shopping experience for Saudi households, and delivering the best products – especially local favorites, in just 20 minutes”.
The company’s growth strategy avoids the pitfalls of over-reliance on aggressive discounting. Instead, Rabbit leans on operational efficiency, customer retention, and smart scaling. The approach is paying off, having already attracted major investment from the likes of Lorax Capital Partners, Global Ventures, Raed Ventures, and Beltone Venture Capital, alongside earlier investors such as Global Founders Capital, Goodwater Capital, and Hub71.
Rabbit Expands Hyperlocal Delivery Service In Saudi Arabia
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