Online food ordering giant Hellofood has joined forces with the Dukkan supermarket chain to launch an online grocery delivery service.

“We have started expanding to grocery stores as our aim is to become the leading marketplace for food,” said Hellofood Middle East’s CEO Beschir Hussain.

The service, which can be accessed via a website or app, was launched in December and boasts a stock list of over 400 products. Hussain said daily orders were in the double digits.

Deliveries are limited to West Amman at the moment, but Hussain expects its reach area to grow quickly.

“The potential in this sector is phenomenal since we have more than 1.2 million households in Jordan with 5.3 individuals per household,” he said. “Once the project passes the pilot phase, we will scale the supply and deliver groceries to the doorsteps of more and more houses in the Middle East.”

According to Hussain, while online groceries won’t completely phase Jordan out of shopping the old fashioned way, it will “surely” change some habits over time as lifestyles in the Kingdom evolve.

A food-ordering service that helps takeaway restaurants reach local customers, Hellofood hosts 200 active Jordanian restaurants on its platform, offering delivery services in Amman, Irbid, and Zarqa.

Also active in Saudi Arabia, Lebanon, and Qatar, the platform aims at becoming the top food online ordering service in the Middle East.

“Our main competition is phone ordering. We want to move people from phone to online ordering. Some people are not acquainted with this process yet,” Hussain said.

According to some estimates, e-commerce sales in the MENA region will hit $51.4 billion by 2017 and the number of Internet users in the Arab world will reach 170 million by next year.