Reebok’s eCommerce Transformation in the UAE & Saudi Arabia with Codilar’s Shopify Plus Excellence
Footwear
Company Brief
Reebok is a globally recognized sportswear and lifestyle brand, known for its strong presence in performance footwear, apparel, and fitness products. In the Gulf region, Reebok operates through a regional retail ecosystem, catering to diverse customer segments in sportswear and lifestyle retail.
With a strong omnichannel presence and growing demand across the UAE and Saudi Arabia (KSA), Reebok's eRetail strategy was to transform the existing platform into a high-performing commerce engine and provide a seamless shopping experience to its customers. To bring all the necessities to live and deals, the brand partnered with Codilar under Al Boom Marine's vision and support to modernize its commerce infrastructure and drive bigger conversions.
Platform Migration
Performance Improvement
Custom Loyalty Program Integration
Automation & Workflow Optimization
Product discovery on SERP
UI/UX Enhancement
Seamless Checkout Experience
Project Overview
When Reebok set out to rethink the optimization of its eRetail storefront in the UAE and Saudi Arabia, the goal wasn't just to start, but to fix the everyday hassle customers used to face while browsing and buying across the site, including slow CX, feature limitations, and integration issues.
The existing setup made it harder for the brand to introduce new features quickly and manage regional nuances. Lack of visibility, selection of delivery locations, multi-currency support, UX, payment integration, checkout process, and social media branding required additional effort while ensuring zero data loss during the Shopify Plus migration.
That's where Codilar stepped in. We worked closely with the team to rebuild the experience on Shopify Plus, making it easier for customers to discover products with a one-step checkout process to reduce abandonment and improve customer satisfaction. Every change was focused on making the buying experience feel faster, simpler, and more intuitive for shoppers across both the UAE and KSA.
Business Challenges
Inefficient checkout flow leading to drop-offs
Integration with VAT-compliant invoicing systems
UI/UX customization for seamless customer journey
Lack of localized address handling for the UAE market
Data migration (products, customers, orders) with zero data loss
Site PLPs/PDPs load speed impacting UX & conversions
Need for custom checkout extensibility for emirate & area-level mapping
Ensuring SEO continuity through URL redirection & brand visibility
Managing multiple third-party integrations without performance trade-offs
Social media integration to build customer engagement & product recognition
Codilar's Solution Approach
Executed Magento to Shopify Plus migration with zero data loss
Implemented SEO-safe URL redirection strategy to preserve organic rankings
Integrated custom Zatca invoicing compliance for Reebok KSA
Built Yalla loyalty program custom integration for reward points after order
Developed a one-step checkout process for higher CVR with dynamic area mapping
Integrated Karnival VAT-compliant invoicing system for invoice generation
Implemented Wizzy Search & Shopify Plus metafields for advanced product discovery
Optimized JS/CSS for faster site load & mobile UI enhancements across PLP/PDP
Enabled automation workflows like product tagging using Shopify Flow
GA4 implementation for event tracking, funnel analysis, and performance reporting
Added a store locator to help customers easily find nearby physical stores
Executed product swatches (colours) for enhanced visualization
Integrated local currency converter for customers to ease their checkout process
Added social media connectors to enable customers to share & promote purchases
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We focused on cleaning up the buying journey for Reebok UAE & Saudi, from faster storefront performance to a localized checkout that actually worked across our targeted market and drove higher conversions.
Mohammad Aamir
Practice Head-Shopify, Codilar
Transforming Reebok’s Global to Local eRetail Success in the UAE & Saudi Markets
When Technology Limited Growth
The brand had a strong recall, and campaigns were running. But underneath, the limited setup was creating hassle at multiple levels before platform migration. Page load times were inconsistent, which directly affected engagement. The checkout experience wasn’t localized for the UAE and Saudi Arabia, and so address handling and delivery accuracy became pain points. On top of that, managing the platform required constant manual effort, which slowed down marketing and operational agility.
Now here’s the real issue. These problems don’t show up as one big failure. They show up as small drop-offs across the funnel. Lower session quality, higher bounce rates, and missed conversions. And that’s where Codilar stepped in to plug those revenue leakages across the entire customer journey with seamless UX and payment checkouts to drive higher conversions.
Replatforming for Seamless Customer Journeys
With the Shopify Plus migration, the plan was to transform the entire eCommerce experience for Reebok UAE and Saudi Arabia across the GCC market.
First, the entire data layer was handled carefully by our Shopify Plus experts. Products, customers, and order history were migrated with zero loss, and SEO-safe redirects ensured existing rankings and traffic continuity. As the website was seamlessly designed, considering page load optimization through image compression, lazy loading, and cleaner front-end logic. Navigation and product discovery were improved using advanced search and metafield-based filters for product visibility. Built a custom checkout flow with emirate and area-level selection, which improved delivery accuracy. Payment logic was also refined, including restricting Cash on Delivery for high-value orders to reduce risk and improve payment success rates. We further built the custom integration of the Yalla loyalty program so that customers could earn and redeem points seamlessly, which helped improve repeat purchase behavior.
Behind the scenes, we significantly reduced operational complexity by introducing automation across key workflows. Product tagging, visibility rules, and several backend processes were streamlined to run seamlessly without manual intervention. To ensure continuity in performance tracking, we implemented custom pixels and customer events, integrating both GA4 and Meta Pixel in a way that mirrored the client’s previous setup, preserving consistency in reporting and data accuracy.
This wasn’t just a storefront upgrade. It was a transformation into a cleaner, faster, and far more efficient commerce ecosystem.
Key Metrics That Moved
the Needle Reebok KSA
Checkout Completion
Rate
Customer Retention
Rate
Site
Performance
Average Session
Duration
Key Metrics That Moved
the Needle Reebok KSA
Checkout Completion
Rate
Customer Retention
Rate
Site
Performance
Average Session
Duration
Key Metrics That Moved
the Needle Reebok UAE
Session Engagement
Rate
Customer Retention
Rate
Checkout Conversion
Rate
Site
Performance
Average Session
Duration
Key Metrics That Moved
the Needle Reebok UAE
Session Engagement
Rate
Customer Retention
Rate
Checkout Conversion
Rate
Site
Performance
Average Session
Duration
“Codilar handled the entire transition with full ownership. The new store is now faster, the checkout experience is smoother, and we've seen a noticeable improvement in conversion as a result of Reebok UAE and Saudi Arabia, just like the way we imagined!”
Vishal Vijay Kumar
Head of eCommerce & Marketing
Alboom Marine
Once the Store Went Live
Right after the migration and performance optimization, the user experience and product discovery improved significantly. Users started spending more time on the site, engagement went up, and the funnel became more efficient. Conversion rate increased, bounce rate dropped by nearly 8%, average engagement time increased by 27%, checkout to purchase conversion saw a clear lift, and transactions per user increased by around 4%. That’s a strong indicator that the buying journey became smoother and more effective.
Instead of relying on a higher acquisition cost, Reebok UAE and Saudi Arabia started getting better results from the same users by improving experience, checkout, and overall journey with Codilar. This is more than just a case study; it’s proof that a data-first approach to engagement and identification is the only way to win in the eRetail industry.
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