Visit – Transforming with AI Thriving with Impact

Visit – Transforming with AI Thriving with Impact

Industry: Retail     Region: Middle East

A Platform for Every Seasonโ€™s Must-Haves: TAMANNA for Alshaya

Endless possibilities to choose from


Building, stocking and scaling a digital mall

When its customers’ needs evolve, so does Alshaya. Its adaptability is how the global franchise and brand operator elevated its portfolio of companies, a collection 100+ years in the making, for the digital world. It’s also why they asked KI challengers to improve upon and launch TAMANNA, a platform to unite their fashion and beauty e-commerce channels within one virtual shopping experience.


  • Product and venture building was 100% remote due to the pandemic (teams never met one another!)
  • Launched operations in Kuwait; opened offices in Portugal and Dubai.
  • A full B2C e-commerce engine focused on the Middle East market.
  • 100 people recruited and fully trained.
  • Optimized e-commerce payment logic and last-mile deliveries.

Flexibility for the technology-conscious

In less than a year (and despite teams working fully remote during the pandemic), KI challengers built and launched TAMANNA with everything the business needed to scale continuously. For engineering, the marketplace platform’s architecture was made flexible and highly-maintainable, especially its data pipeline and storage capabilities, and a tech toolset was introduced so teams worked in collaborative, data-driven ways. Agile business processes were put in place to support this technical foundation, and all together, it’s possible for TAMANNA to pivot to new brands and verticals without throwing away their core excellence.

And for the company as a whole? KI challengers hired 100 high-quality people – based across Kuwait, Dubai and Portugal – for TAMANNA’s permanent, core team. This talent was sourced from like-minded tech and local ecosystems, and from Day One at TAMANNA, new hires were onboarded according to a fully-defined company and employee vision.

What TAMANNA improves:
Access in the MENA region for international brands in a single online destination.
Local, next day delivery, click-and-collect, and 30-day return services.
Hand-picked shopping collections by fashion and beauty experts to customize shopping journeys.
Optimized user shopping experiences with information from all customer touchpoints.

A mirror for change

Through TAMANNA, KI challengers gave Alshaya new avenues to serve and learn from its diverse customer network. TAMANNA is outfitted with the right technology and people to innovate it however needed, and as the e-commerce platform grows, so does Alshaya’s depth of strategic vision.

By the time it was handed over by KI challengers, TAMANNA reached 591k+ users, 3k+ orders, and 3m+ pageviews. Not bad for a grand opening party.

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