Client Overview:
Jamallek.com – Previously a B2B beauty and cosmetics distributor in the MENA region, Jamallek wanted to evolve into a direct-to-consumer (D2C) eCommerce brand to increase profitability, brand awareness, and margin control.
Objective:
To digitally transform Jamallek’s business model from wholesale/B2B to a full-fledged B2C eCommerce operation by:
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Building a branded online store (WooCommerce)
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Establishing an omnichannel presence across Meta, Google, and organic SEO
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Creating automated operations for scale and profitability
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Improving customer experience and brand equity
The Commerce Gear Strategy & Execution
1. Platform Setup & Brand Transformation (WooCommerce)
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Built a sleek, mobile-first WooCommerce website optimized for cosmetics eCommerce
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Introduced intuitive navigation by category (skin, hair, face, fragrance, etc.)
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Enabled filters for product type, skin type, and price
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Added high-converting features like:
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Smart product bundles
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Flash sales
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“Shop the look” UGC sections
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Subscription for skincare routines
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Result: ✔ Website launched in under 45 days
✔ Bounce rate reduced by 52%
✔ Mobile CR improved by +1.4x
2. Catalog Digitization & Content Strategy
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Onboarded 2,000+ SKUs with enriched product data and SEO-friendly descriptions
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Managed professional lifestyle photo assets and white-background product shots
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Created localized blog content focused on beauty tips, how-tos, and product education
Result:
✔ +77% increase in organic sessions
✔ +2.3x improvement in product page engagement
✔ +34% of sessions from content-driven traffic
3. Profitability through B2C Pricing Strategy
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Designed a tiered pricing structure that maximized margin while staying competitive
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Introduced promotions with fixed % markup protection
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Bundling and “Buy More, Save More” strategies increased AOV and margin
Result:
✔ Gross margin improved by +38%
✔ +29% increase in average order value
✔ 51% of orders included 3+ products
4. Performance Marketing (Meta & Google)
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Launched full-funnel Meta Advantage Shopping + Google Performance Max campaigns
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Segmented targeting by product categories (skincare vs. makeup buyers)
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Dynamic retargeting with product feed and abandoned cart sync
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Used CBO + ROAS optimization for scaling
Result:
✔ 6.4x blended ROAS
✔ CPL: EGP 11
✔ Customer acquisition cost (CAC) reduced by 47% over 3 months
5. Technical SEO, Local SEO & Analytics
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Conducted full technical audit: improved Core Web Vitals, schema markup, and mobile speed
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Optimized key category and product pages to rank for “أفضل كريم أساس”, “مكياج أصلي في مصر”
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Localized content to attract Egyptian Arabic search queries
Result:
✔ Organic revenue grew by 3.1x in 5 months
✔ Ranking in top 3 for 22 keywords
✔ Increased returning organic users by 56%
6. Automation, Retention & Loyalty
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Set up Klaviyo email flows: welcome, cart recovery, win-back, and replenishment
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Launched WhatsApp support + proactive order updates
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Introduced a “Jamallek Rewards” program for VIP customers and beauty points
Result:
✔ 24% repeat customer rate
✔ 12.6% cart recovery from flows
✔ LTV of top customers improved by +45%
Results Summary
| KPI | Before (B2B Only) | After B2C Launch | Growth |
|---|---|---|---|
| Gross Margin % | ~18% | 24.8% | +38% |
| Monthly Orders | — | 4,200 | 🚀 From Zero |
| ROAS | — | 6.4x | 🚀 From Zero |
| Conversion Rate | — | 2.1% | 🚀 From Zero |
| Average Order Value (AOV) | — | EGP 468 | — |
| Organic Sessions | — | +77% | — |
Client Testimonial
“The Commerce Gear helped us pivot into B2C, and it changed the game for our business. From platform and pricing to marketing and automation—they owned every part of our growth journey.”
— Head of Digital, Jamallek
Key Takeaways
✅ Moving from B2B to B2C can dramatically improve gross margin & profitability
✅ Platform UX, automated flows, and content are core pillars of B2C success
✅ You don’t need to compete on price if you compete on experience
✅ Performance marketing works best when paired with retention strategy
