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Alabbar isn’t short of confidence, charisma and cash — but the numbers also add up very much in his favour. Right now, e-commerce accounts for just 2 percent of total retail sales in the region, or around $3bn. By 2025, the e-commerce market is expected to be worth a staggering $70bn a year. Noon is building the world’s largest warehouse to store its products, adjacent to Dubai’s second airport, Al Maktoum International. It will be the size of 60 football pitches. Similar centres are planned in Saudi Arabia and later across the region, as Noon launches first in the UAE and Saudi Arabia before moving across the Middle East.