Superchat’s “Shop Anything” Beta Transforms UAE Online Shopping via WhatsApp

Superchat has rolled out a new feature called Shop Anything, and it’s already stirring interest across the UAE’s buzzing tech crowd. The tool, which sits inside the WhatsApp-based AI assistant developed by Superlab, lets users search, compare, and buy products from any public online store without leaving a single chat. I reckon anyone who’s ever juggled five tabs just to buy a simple gadget will find this a bit of a relief.

The feature is launching first to beta users, and the idea behind it feels very on‑brand for the UAE’s fast-moving digital habits. You message the assistant, and it simply gets things done—whether that’s hunting down the right outfit for an event, or even, believe it or not… ordering your morning karak. It’s almost like having that super‑organised friend we all secretly wish we had.

Shop Anything builds on Superchat’s growing suite of services, which already covers searching, research, organisation and automation. And because so many people in the UAE—myself included—live half our lives inside messaging apps, the whole approach feels spot on. Instead of hopping between apps, the assistant keeps everything in one conversation. If you’ve ever tried managing family plans, errands, and your boss’s messages all at once, you’ll know exactly why this matters.

According to early testing, the platform jumped past 2,000 users overnight. That didn’t surprise me too much; we often talk at Arageek about how the region is shifting from “AI that talks” to “AI that actually does things.” On the flip side, features like this do raise expectations—once people get used to life happening in one chat window, going back to apps might feel like a bit of a faff.

Mohammad Abu Sheikh, Chairman of Superchat, highlighted that people already spend most of their day on chat and are increasingly reluctant to download new apps. He noted that everything users need can now sit on one WhatsApp number, from reminders to meeting updates.

Given the UAE’s love for online shopping—from home organisers to beauty products—Shop Anything lands right where consumer behaviour is heading. Users can browse the entire internet, compare offers, request alternatives, and pay, all in one seamless back‑and‑forth. No apps, no tabs, no fuss. The assistant handles the searching, the decision‑making, and even the checkout. Well… almost; the built‑in payment wallet is coming in a later update.

Superchat is also preparing more features, including travel bookings and restaurant reservations. If these land well, daily digital life in the UAE might shift even further into conversational mode.

The assistant itself is built on modular microservices, which means each function can evolve independently. For a place like the UAE—where tech innovation moves at breakneck speed—that’s fairly crucial. As new habits emerge, Superchat can adjust without disrupting users.

For now, the platform remains in WhatsApp beta, and anyone interested can request early access through the Superchat website. And if the momentum keeps up, I wouldn’t be surprised if managing an entire day through one chat becomes, as we say, the new normal—even if it feels a little strange at first, or definately too easy.

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