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Ecommerce Strategy & Technical Assessment for Nazih Group's Multi-Country Beauty Distribution Platform
Ecommerce strategy, technical due diligence, customer journey mapping, and Adobe Commerce Cloud/Hyvä modernization planning for a multi-country beauty distribution platform.
Project Summary
Nazih Group needed to determine how to modernize its multi-country ecommerce operation without committing prematurely to a new architecture or migration program. Operating six GCC storefronts on a shared Magento platform across B2B and B2C channels, Nazih faced accumulated technical debt, performance constraints, UX and conversion gaps, and uncertainty around Adobe Commerce Cloud and Hyvä migration feasibility. Elogic Commerce conducted a 194-hour ecommerce strategy and technical assessment covering business requirements, customer journeys, platform architecture, performance, security, SEO, UX/CRO, and migration readiness, translating these findings into an evidence-based modernization strategy and prioritized implementation roadmap.
Strategic Objective
Determine the optimal modernization path for Nazih’s multi-country ecommerce platform, assess Adobe Commerce Cloud and Hyvä migration feasibility, identify the highest-impact business and technical priorities, and provide an execution-ready roadmap for phased investment.
Key Outcomes
194
hours of discovery, technical assessment, and strategy work across business, technical, SEO, and UX workstreams
6
GCC country storefronts operating on a shared Magento platform (UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Oman)
100+
international beauty and salon brands carried across the platform's catalog
6
strategic deliverables produced, from current-state diagnosis through implementation roadmap
About the Client
Nazih Group is a UAE-headquartered distributor of professional beauty, hair, skin, manicure/pedicure, and spa products, serving customers since 1975 across the GCC region. Operating both B2B (salon, spa, and hospitality professionals) and B2C retail channels, Nazih runs country-specific Magento storefronts across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman, carrying a catalog spanning more than 100 international brands and multiple product categories, from hair care and skincare to salon furniture and electrical equipment.
Strategic Challenges
Strategic Decision Framework
Elogic Commerce evaluated the modernization path against a combination of business and technical dimensions:
Elogic Commerce's Strategic Advisory Approach
Business & Customer Discovery
Elogic Commerce conducted stakeholder interviews, reviewed existing customizations and business rules, mapped data exchange requirements with ERP/CRM systems, and mapped the customer journey and website structure across Nazih’s multi-country storefronts.
Current-State Technology Assessment
Elogic Commerce assessed Magento architecture, customizations, and technical debt through a backend performance audit (code quality, maintainability, and scalability), a frontend performance audit, and a security and compliance scan.
Experience, SEO & Conversion Assessment
Elogic Commerce evaluated customer journeys, UX, and CRO opportunities, alongside technical SEO and organic search performance across the multi-country catalog.
Modernization & Migration Feasibility
Elogic Commerce assessed Adobe Commerce Cloud and Hyvä against the existing architecture, customizations, integrations, and identified technical constraints, validating technical feasibility and integration risk.
Investment Roadmap & Prioritization
Elogic Commerce translated findings into prioritized initiatives, dependencies, sequencing, and estimates, defining a phased modernization roadmap and release strategy, and validated scope and timeline expectations with stakeholders.
Strategic Deliverables
Established the current-state experience, functional requirements, and priority CX opportunities across Nazih’s multi-country platform.
Established technical debt, performance, maintainability, and scalability priorities across the Magento environment.
Identified customer-experience and conversion opportunities across the storefront.
Established technical SEO and organic-growth priorities across the multi-country catalog.
Evaluated Adobe Commerce Cloud and Hyvä readiness against the existing environment, customizations, and integrations.
Translated findings into a phased, estimable modernization program.
When This Solution Is a Good Fit
This approach is ideal for established, multi-country ecommerce operations that have accumulated years of customization and need a structured, evidence-based assessment, covering technical debt, performance, SEO, UX, and migration feasibility, before committing to modernization investment.
It is generally not the right fit for newer, single-market storefronts without significant accumulated complexity, where a lighter-touch audit is usually sufficient.
Planning an ecommerce modernization?
If your ecommerce platform spans multiple countries, brands, or customer types, Elogic Commerce can assess the current business and technology environment, validate modernization options such as Adobe Commerce Cloud and Hyvä, identify the highest-impact priorities, and translate the findings into an execution-ready investment roadmap.