Algeria-based super app Yassir has acquired the Uno hypermarket chain from Cevital Group, marking the company’s first major move into physical retail and signalling a broader push toward a hybrid online-offline commerce model across North Africa.
Following the acquisition, the hypermarkets will be rebranded as “Yassir Market.” The first flagship store is scheduled to open at the Bab Ezzouar shopping centre in Algiers during Ramadan 2026, introducing a new retail concept that blends digital services with traditional in-store shopping.
The move comes as the region’s grocery and hypermarket segment adjusts to gaps left by Jumia’s withdrawal from physical retail operations in North Africa. By integrating physical stores into its digital ecosystem, Yassir aims to strengthen its position as one of the region’s leading super apps.
Building a Super App Ecosystem
Founded in 2016 by Noureddine Tayebi, a Stanford PhD and former Silicon Valley engineer, Yassir was created with the ambition of building a homegrown technology ecosystem in Algeria. The company’s name—derived from the Arabic word for “easy”—reflects its goal of simplifying everyday services for consumers.
Today, Yassir operates in six countries and more than 50 cities, serving over 10 million users. Its platform offers a wide range of services including ride-hailing, food delivery, and digital payments, and supports more than 200,000 partners, from drivers and couriers to merchants.
Backed by approximately $193 million in funding from international investors, Yassir has rapidly grown into one of the most prominent tech startups in North Africa.
From Super App to Super Retail
With the addition of Uno hypermarkets, Yassir is expanding beyond digital services into physical retail infrastructure. The company plans to renovate the existing stores and potentially acquire additional outlets as part of its long-term expansion strategy.
The upcoming Yassir Market locations will offer a mix of premium grocery products, beauty items, catering services, and private-label goods. The stores will also integrate closely with Yassir’s digital platform, enabling customers to combine in-store shopping with delivery and app-based services.
Payments inside Yassir Market will be powered by Yassir Cash, the company’s digital wallet, supported by more than 5,000 agents across the region. Traditional payment methods will remain available. Customers will also be able to earn and redeem points through the Yassir+ loyalty program, further strengthening engagement within the ecosystem.
Expanding Into Logistics and B2B Services
Beyond retail, Yassir is also building a B2B logistics network aimed at large-scale clients such as embassies, institutions, and corporations. The new infrastructure will complement the company’s existing last-mile delivery operations.
For founder Tayebi, the expansion into retail reflects a broader ambition to bring technology deeper into everyday commerce.
“With Yassir Market, we want to bring technology into retail,” he said.
The acquisition represents a significant milestone for the Algerian startup, positioning Yassir to lead the development of hybrid retail models that combine physical infrastructure with digital super app ecosystems across North Africa.
