Emaar Malls is offering retailers at The Dubai Mall an e-commerce solution as part of its support to tenants in the wake of business challenges related to the Covid-19 crisis.

The Dubai-based retail giant has signed a partnership with regional e-commerce marketplace Noon.com to open a virtual store soon for The Dubai Mall, which will allow customers to shop online for goods available at some of the outlet's 1,300-plus stores.

Emaar Malls said retailers can also list their products on another of its online assets, Namshi.com.

To be part of the virtual store, tenants at The Dubai Mall only have to opt-in to this service from Noon.com and Namshi, and the e-commerce platforms will work with the retailers to take their inventory and stores online.

Emaar Malls said the move will allow for free, cashless delivery service, daily throughout the UAE, easing any concerns for customers while social distancing is in place.

An Emaar Malls spokesperson said the new initiative is also aimed at supporting the retail sector.

“Unprecedented challenges call for innovative, collaborative and bold measures,” the spokesperson said.

“The Covid-19 situation and its impact on the global economy call for us to rally our strengths and identify new measures that take into consideration the social and economic realities.”

The spokesperson said The Dubai Mall virtual store will help retailers continue to do business, while factoring in the need for social distancing.

“This will particularly benefit SMEs and start-ups that do not have an active online presence as well as larger retailers who now have an added channel to drive sales,” the Emaar Malls spokesperson added.

A Noon.com spokesperson said The Dubai Mall will be the first to partner in this initiative, with more due to be announced shortly.

“We have been in discussions with large mall operators for the virtual mall initiative, as part of our efforts to offer alternate channels for retailers to tide over the current challenges. We expect to announce further major partnerships with large malls shortly.”

Noon.com will also undertake extensive marketing of this new initiative.