Master El Zenouki and Zinox El Zenouki have reported a strong 36.3% increase in online sales during the current year, highlighting the growing role of e-commerce in the companies’ overall business strategy. Digital channels now contribute around 5% of total sales, with both companies aiming to raise that figure to 10% within the next two years
Mahmoud El Zenouki, CEO of Master El Zenouki and Zinox El Zenouki, said the companies continue to achieve solid growth across digital sales channels, driven by expanding e-commerce operations and stronger direct engagement with customers
According to El Zenouki, online sales increased by 36.3% compared to the same period last year. The growth was achieved during the first 15 months of the companies’ e-commerce journey, reflecting significant progress in digital sales performance despite the relatively recent launch of the initiative
He noted that Amazon remains the dominant online sales channel, accounting for approximately 80% of total e-commerce sales. The companies’ official website contributes around 16%, while the remaining share is generated through other digital platforms
El Zenouki said e-commerce now represents nearly 5% of total sales, compared to less than 0.5% a year earlier, demonstrating the rapid expansion of the business segment and its evolution into a more sustainable sales channel
In 2025, Master El Zenouki sold approximately 750,000 units, while Zinox El Zenouki produced around 700,000 stainless-steel cookware pieces. Both companies are targeting a 30% increase in production during 2026, aiming to reach annual output of nearly one million units each
He described the current results as highly encouraging, particularly given that the e-commerce project is still in its early stages. Continued investments in digital infrastructure and operational capabilities are expected to support stronger growth in the coming years
The companies have also taken direct control of their online sales operations, overseeing the entire customer journey from order placement and fulfillment to shipping coordination and customer service. This approach is designed to deliver a seamless purchasing experience and strengthen consumer confidence in the brands’ digital channels
El Zenouki added that recent years have witnessed increased investments in digital marketing and social media presence, helping expand market reach, boost online sales contribution, and attract broader customer segments
He explained that e-commerce has revealed distinct differences in consumer behavior compared to traditional retail channels. Online shoppers place greater importance on accessibility, product information, and purchasing convenience while actively comparing products to identify the best value proposition
Beyond sales growth, direct interaction with end consumers has provided valuable customer insights and data that were previously unavailable through conventional distribution channels. These insights are helping the companies refine products, improve customer experiences, and develop more targeted marketing strategies
El Zenouki emphasized that customer feedback and behavioral data have become critical assets for management decision-making, guiding both marketing initiatives and future product development priorities
He concluded that e-commerce has enabled Master El Zenouki and Zinox El Zenouki to reach new customer segments while building closer relationships with end users, providing a clearer understanding of market trends, consumer preferences, and the products experiencing the strongest demand across digital channels