E-commerce is one of the fastest growing sectors worldwide, and the MENA region is fast catching up with global trends. My desire to move to Dubai with my family in 2019, initiated my journey of exploring the e-commerce industry in the region. With a background in the FMCG sector and my passion for technology and robotics, my initial idea was to establish an e-grocery platform. However, after realising the challenges and problems in the fulfilment and logistics industry, I decided to offer other businesses the solutions, as opposed to acquiring those problems myself, and made a business out of it. 

I realised that Dubai is the perfect place to establish a cutting edge, technologically advanced robotic fulfilment center, that could easily cope with the growing demands of e-commerce businesses, and that could place Dubai on the world stage of AI and robotics solutions, to become the hub of a worldwide network of fulfilment for the region.