Parenting ecommerce site Mumzworld has launched an Arabic app, a move they say is a first in the Middle East.

The app includes more than 120,000 children’s products, and comes after the four-year old company closed a Series B round of an undisclosed sum in February.

Ataya told Wamda they’d waited to launched both the English (which launched in June) and Arabic apps until after they’d closed the round.

“We have over 120,000 [products] on Mumzworld and add over 3000 every month so the translation and Arabisation has a longer lead time. The Arabic customer is a very important one for us and we needed to ensure that we were ready for her when we launched,” she said in an email.

In a statement, Ataya said that since mobile was driving the majority of traffic to ecommerce sites now, it was time for them to add that element.

The app uses “advanced security tools and SSL data encryption systems”.

The company has also undergone a rebrand, updating the site usability and search, as well as partnering with Aramex to create an express service for faster deliveries.

Mumzworld currently has access to over 650,000 mothers in the region, with 45 percent of its customers returning to buy from the site five to six times a year, and stocking over 100,000 products, 15,000 of which it offers exclusively.

Ataya is one of the UAE’s, and the region’s most successful entrepreneurs.

Feature image via Mumzworld.