Mumzworld

Largest Online Store for Moms/Babies/Kids
in Middle East

Initial Situation

Mumzworld was launched in 2011 by visionary entrepreneurs and dedicated parents who wanted to offer families a relaxed and inspiring shopping experience, far away from crowded shopping malls and the hassle of searching through numerous small online stores. Today, Mumzworld is the largest online store for mothers, babies, and children in the Middle East.

Mumzworld's goal: a trusted marketplace where families can discover, compare, and purchase all the products they want in one place, including comprehensive information, honest reviews, and personal advice for an all-around successful shopping experience.

In the previous Magento 1 store, no security-relevant updates or patches were implemented for a long period of time. This resulted in an increased security risk. In addition, the previous platform was severely limited in terms of flexibility, scalability, and future-proofing.

A complete relaunch based on Magento 2 with a headless approach laid the foundation for further growth and the greatest possible flexibility and independence.

From the outset, the transfer of knowledge to the Mumzworld team was a very high priority.

Project Goals

Creation of a modern, secure and high-performance e-commerce infrastructure based on Magento 2 for further growth and future-proofing
Ensuring the best possible performance even during peak loads through progressive web app (PWA) and cloud infrastructure
Support and knowledge transfer when setting up an in-house development team
Seamless transfer of existing product, customer and order data
Maximum independence thanks to open source technologies and comprehensive integration of the customer in the development process

Challenges

very large, international project team in different countries and with different cultures
Seamless transfer of very large amounts of data - 500,000 products, 2.5 million customers and approx. 4.5 million orders
Integration of various warehouses and suppliers, including 24-hour delivery via Yalla and additional delivery notification via SMS
Consideration of various delivery restrictions via Geo-IP for certain products from and in certain countries
Provision of the front end in different languages incl. Arabic spelling
Implementation of a store credit system through refunds or loyalty points
Cloud hosting infrastructure with auto-scaling for traffic peaks of several thousand simultaneous users per minute
Best possible usability and user experience thanks to fast loading times, comprehensive product data and content through extensive CMS features as well as powerful convenience features such as automated product recommendations.

Solutions

Use of the latest version of Magento 2 Open Source as a starting point
Integration of two different payment service providers to ensure maximum coverage and security
Headless approach with a frontend as a progressive web app for maximum performance and scalability
Hybrid data migration - product, order and customer data was transferred from the legacy system, the basic product structure was completely redesigned
Comprehensive cloud infrastructure based on AWS with MariaDB database cluster, 2nd level cache and auto-scaling for Magento Notes
High-end product search and product recommendations via Algolia
Connection of the web store to native apps (iOS & Android) via GraphQL
Integration of the existing NetSuite ERP via the TechDivision middleware solution Pacemaker
Implementation of the headless CMS Strapi, which is based on Node.js and was developed especially for API-driven applications in the modern web and app environment
Use of server-side rendering for search engines via Puppeteer and to support the Asian search engine Baidu as well as a custom image optimizer.
Due to the large number of internal and external teams, the project was managed by us according to the "Scrum@Scale" framework