An Exclusive Conversation on Entrepreneurship with Sabina Abuova, Market Access, and Opportunities for Women Across the GCC
Editor’s Note: Introduction: Beyond Delivery, Creating Opportunities
Some businesses are built to serve customers. Others go a step further, creating opportunities for people to build something of their own.
At Executive-Women.Global, it is always a pleasure to reconnect with inspiring individuals whose journeys we have had the opportunity to share. Following our previous feature of Mrs. Sabine Abuova and explored her professional journey, we are delighted to continue the journey, discovering new perspectives on the vision and ambition driving her work.
As Qatar’s business landscape continues to evolve, so do the opportunities for women entrepreneurs, particularly when innovation, investment, and meaningful connections come together to open new doors.
In this latest conversation with our CEO, Jad Kamel, Mrs. Sabina shares her insights into Snoonu’s evolving vision, regional expansion, and the opportunities emerging for women entrepreneurs, reminding us that the true value of innovation lies not only in what it delivers, but in the possibilities it creates for others.
Because sometimes, the most meaningful part of success is seeing how far it can take others.
Q1. Snoonu has been exploring new ways to support entrepreneurs beyond its core delivery services. How do you envision creating more opportunities for women in Qatar?
Sabina Abuova: I think one of the most valuable opportunities is creating a stronger community for women entrepreneurs in Qatar.
At Snoonu, we’ve always believed in the importance of creating opportunities and supporting initiatives that empower women. Through our involvement in platforms such as Doha Women Forum and She Innovates, we’ve contributed to conversations around women’s leadership, entrepreneurship and innovation, while creating opportunities to connect with inspiring women from different backgrounds and industries.
But I think there is an opportunity to take this further. Beyond traditional sponsorships, we can help create spaces where women come together, share experiences, learn from one another and build meaningful professional connections.
This could take the form of masterclasses, workshops and networking events involving women from different industries, whether fashion, food, technology or other sectors. We could also bring in experienced entrepreneurs and business leaders to share their journeys, including the challenges they’ve faced and the lessons they’ve learned along the way.
Snoonu has an established ecosystem of merchants, customers and partners, which puts us in a good position to connect women entrepreneurs with the right people, networks and market opportunities.
Ultimately, it’s not just about organising events. It’s about building a community that creates lasting connections, encourages collaboration and gives more women the confidence and resources to turn their ideas into successful businesses.
Q2. You mentioned Snoonu’s commitment of QAR 5 million to entrepreneurship. What is the vision behind this initiative?
Sabina Abuova: Our QAR 5 million commitment through Tamkeen – Growth Fund for Local Merchant Partners reflects our belief that supporting entrepreneurs should go beyond giving them access to customers.
The initiative provides interest-free growth capital to eligible local merchant partners already operating on our platform. It is designed to help businesses expand, strengthen their operations, invest in equipment, increase their inventory and take their businesses to the next level.
What I particularly like about this initiative is that it addresses a real challenge many small businesses face. Sometimes, entrepreneurs have a good product, an established customer base and a clear vision for growth, but they need additional resources to move forward.
We want to help bridge that gap.
I also believe we should continue exploring ways to make these opportunities more accessible to women-led businesses. Encouraging more women entrepreneurs to join our ecosystem, understand the support available and benefit from initiatives like Tamkeen is something I would personally like to see develop further.
Q3. Beyond financial support, how does Snoonu evaluate which businesses have the potential to succeed?
Sabina Abuova: For us, it starts with understanding the business, its potential and the market it serves.
When we work with a merchant, we look at several factors, including the product or service, customer demand, operational performance and the business’s potential for sustainable growth.
Our advantage is that we have access to valuable market insights and customer behaviour data. We can understand what people are searching for, which categories are performing well and where there may be opportunities that businesses haven’t fully explored.
For existing merchant partners applying for Tamkeen, we also consider their partnership history with Snoonu, operational performance and demonstrated business growth.
Sometimes, an entrepreneur has a great product but may need to adjust how they position it or approach the market.
We can use our experience and insights to help identify those opportunities.
Ultimately, we want to support businesses that have genuine potential and connect them with the right resources to grow. Funding is important, but it becomes much more effective when combined with market knowledge, technology and access to customers.
Q4. Many women across the GCC have successful businesses but no physical presence in Qatar. How can Snoonu help them enter the market?
Sabina Abuova: This is exactly one of the opportunities we’re exploring through our Cross-Border Commerce platform.
We want to make it easier for regional businesses to access the Qatari market without necessarily having to establish a physical store or a full local operation from the beginning.
Imagine a woman in Dubai who has built a successful business selling candles, handbags, fashion or accessories. She may have a strong customer base in her home country but limited opportunities to reach customers in Qatar.
Through our model, she can explore entering the Qatari market and making her products available to local customers through Snoonu.
We facilitate the process through our platform and logistics capabilities, connecting these businesses with customers in Qatar.
I recently attended an abaya festival and saw many women entrepreneurs from Kuwait and Bahrain showcasing their products. They were travelling to Qatar for a few days to reach new customers, which made me think about the opportunities beyond these temporary events.
Why should their access to the Qatari market be limited to a few days?
With the right infrastructure and partnerships, we can help businesses reach customers throughout the year.
For me, that’s one of the most exciting aspects of what we’re building: creating opportunities for regional entrepreneurs to grow beyond their home markets.
Q5. For an entrepreneur unfamiliar with the Qatari market, what practical support does Snoonu provide beyond logistics and delivery?
Sabina Abuova: Entering a new market can be challenging, particularly for small businesses that don’t want to make a significant investment before understanding customer demand.
Our objective is to make that journey as straightforward as possible.
Through Snoonu, businesses can access a large customer base and benefit from an established digital commerce ecosystem rather than having to build their own customer acquisition and delivery infrastructure from scratch.
We also use our understanding of the local market and customer behaviour to help businesses identify relevant opportunities and understand which products may resonate with Qatari consumers.
Depending on the business model and the arrangements in place, there can also be opportunities for additional support in areas such as product visibility, marketing and promotional activities.
What matters is that businesses have the opportunity to test the market, understand their customers and grow at a sustainable pace.
We don’t want to be seen simply as a platform that delivers products. We want to become a partner that helps businesses access new markets and develop their commercial potential.
Q6. How does Snoonu determine which products to introduce to the Qatari market?
Sabina Abuova: We rely on a combination of customer insights, market knowledge and an understanding of purchasing behaviour.
Our teams look at what customers are searching for, which categories are performing well, what products are already available and where there may be gaps in the market.
For example, there might be a particular fashion or lifestyle category where customers are showing interest, but the available selection is still limited.
That could represent an opportunity for a regional brand to introduce its products to Qatar.
Through our Cross-Border Commerce model, we can help selected businesses explore those opportunities and make their products accessible to local customers.
We are also careful about the products we introduce. We don’t want businesses investing time and resources in entering a market without understanding whether there is genuine demand.
The objective is to create a sustainable relationship where the entrepreneur benefits from reaching new customers, while customers discover products that genuinely meet their needs.
Q7. What distinguishes Snoonu’s approach to customers and business partners from other platforms in the market?
Sabina Abuova: I think what distinguishes Snoonu is the combination of our local market understanding, technology and the ecosystem we’ve built around our customers and business partners.
We have always believed that the experience should go beyond completing a transaction. It’s about understanding what customers need, making their everyday lives easier and ensuring they can rely on the services we provide.
For example, when something doesn’t go as expected with an order, we focus on resolving the issue quickly and fairly. Customer trust is built through these everyday interactions, not simply through promotions or discounts.
The same philosophy applies to our business partners.
We want merchants to see Snoonu as more than a sales channel. Through our platform, they can reach customers, understand purchasing behaviour and explore opportunities to expand their businesses.
As Snoonu continues to grow across different verticals, we’re building an increasingly connected ecosystem that creates value for both customers and businesses.
Q8. Women are often recognized as important purchasing decision-makers. What has Snoonu observed about women’s engagement with its platform?
Sabina Abuova: Women play an important role in our customer ecosystem, particularly when it comes to everyday purchasing decisions within households.
From groceries and household essentials to food, fashion and other lifestyle products, we see how customers use Snoonu to manage different aspects of their daily lives.
One interesting example was our Be The Next Millionaire campaign, through which we distributed QAR 1 million every month over ten months, reaching a total of QAR 10 million in prizes.
What made the campaign particularly memorable was the profile of the winners. Eight out of the ten winners were women, while nine were Qatari nationals and one was an expatriate.
I found that particularly interesting because it highlighted the level of engagement women have with our platform.
Of course, this is one campaign rather than a complete picture of our customer base, but it was an encouraging observation.
For us, understanding our customers means recognising their different needs and behaviours and continuing to develop services that make their everyday experiences more convenient.
Q9. Beyond shopping and delivery, do you see a growing need for dedicated communities where women entrepreneurs can discuss business challenges and share experiences?
Sabina Abuova: Absolutely. I think there is a real need for that kind of community.
We’ve organised and participated in different sessions involving entrepreneurs, technology founders and people working in areas such as design thinking. We’ve also had opportunities to engage with women through dedicated events and discussions.
I remember attending one of these gatherings and seeing how engaged the participants were. The venue was full, and women were genuinely interested in sharing their experiences and learning from one another.
I think that’s important because entrepreneurship can sometimes be a lonely journey.
People often see the success stories, but they don’t necessarily see the challenges behind them: managing cash flow, building a team, finding customers, making difficult decisions or dealing with setbacks.
Having a space where women can discuss these experiences openly can make a real difference.
It’s not only about listening to successful entrepreneurs speak. It’s about creating connections, exchanging knowledge and potentially finding future business partners or collaborators.
I believe there is significant potential to develop more of these opportunities in Qatar.
Q10. As Snoonu expands its business ecosystem, what opportunities could its technology infrastructure and innovation environment offer growing companies?
Sabina Abuova: One of the things I find exciting about Snoonu’s journey is that we’re continuously thinking about how our technology and infrastructure can create opportunities beyond our core services.
We’re building an ecosystem that brings together commerce, technology, logistics and innovation, and we see opportunities for other businesses to benefit from that environment.
For startups and growing companies, access to the right infrastructure, networks and expertise can make a significant difference, particularly when entering a new market.
We also believe in the value of bringing different businesses and professionals together. Technology companies, entrepreneurs, investors and other organisations can benefit from sharing knowledge, exploring collaborations and learning from one another.
Not every business needs to build everything independently. Sometimes, being connected to an established ecosystem can help accelerate growth and reduce some of the challenges associated with setting up and expanding a business.
Our broader ambition is to continue developing an environment where technology and collaboration create opportunities for businesses to grow, innovate and contribute to Qatar’s digital economy.
Q11. Looking ahead, what role do you believe strategic partnerships can play in expanding opportunities for women-led businesses across the region?
Sabina Abuova: I think partnerships are essential because no single organisation can provide everything an entrepreneur needs.
At Snoonu, we have technology, logistics capabilities, market insights and access to customers. Other organisations may have established relationships with women entrepreneurs, professional networks or expertise in specific industries.
When these capabilities come together, we can create much more meaningful opportunities.
For example, an organisation with a strong network of women entrepreneurs across the GCC could help identify businesses that are ready to expand into Qatar.
Through Snoonu’s Cross-Border Commerce platform, we could then explore ways to connect those businesses with the Qatari market and local customers.
The same applies to mentorship programmes, workshops and professional networking initiatives.
I believe the real opportunity lies in connecting women with the right people, tools, markets and resources to help them grow.
Ultimately, success should not simply be measured by the number of businesses we bring onto a platform, but by the opportunities we help create and the sustainable growth those businesses achieve.
Stay Connected with Sabina Abuova
https://www.linkedin.com/in/sabinaabuova
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