Nice One Grows on AWS to Become the First Publicly Listed Saudi Ecommerce Company
Using AWS, our system is designed to be secure and runs smoothly with virtually no interruptions or inadvertent access.
Muhammad Ayaz
Director of IT Cloud ComputingOverview
Since its founding in 2017, Nice One has transformed from a small startup to become Saudi Arabia’s first publicly listed ecommerce company, selling perfumes, cosmetics, and beauty products across the Gulf Cooperation Council region. Since its inception, Nice One has embraced Amazon Web Services (AWS) as its technological foundation, facilitating rapid growth and innovation.
About Nice One
Nice One, Saudi Arabia’s first publicly listed ecommerce company, offers a range of beauty, personal care, and fragrance products across the Gulf Cooperation Council region. It sells products in 12 of its own lines alongside several regionally and globally renowned name brands.
Building a Scalable Marketplace to Serve Millions of Customers
Nice One’s marketplace serves over 1 million unique visitors daily, processing tens of thousands of orders across more than 30,000 product SKUs. With operations at that scale, Nice One experienced peak shopping periods where its traffic doubled—or even tripled. To support a marketplace of that scale and dynamism, Nice One required the robust, reliable infrastructure that AWS has become known for.
“We saw how Amazon itself, one of the world’s largest ecommerce companies, was using AWS to scale,” says Bandar Abdulrahman, chief technology officer at Nice One. “We knew that if we reached significant scale, AWS would be able to support our growth.”
Using AI to Transform Operations and the Customer Experience
Using AWS managed services, Nice One achieved on-demand scaling and 99.99 percent uptime, helping create a seamless shopping experience. With that foundation in place, Nice One’s teams were ready to focus on cloud innovation and artificial intelligence (AI).
To improve data access, Nice One adopted Amazon Q in QuickSight, which helps users get insights faster and make better decisions with a generative AI assistant. Using the service, its teams can query business data in natural language rather than waiting for data reports, thus helping remove communication delays and accelerating decision-making across departments.
For inventory management, Nice One is developing a solution for demand forecasting using Amazon SageMaker—which brings together widely adopted AWS machine learning and analytics capabilities—with the goal of optimizing stock levels across 30,000 SKUs. Overstocking even 1,000 products can cost millions in wasted capital, and with more accurate forecasting, the company can save costs while maintaining consistent product availability.
Nice One also adopted Amazon Personalize, which elevates the customer experience with AI-powered personalization. Using Amazon Personalize, Nice One delivers product recommendations based on customer browsing behavior. That implementation of AI has enhanced engagement for Nice One because now its customers are shown products that they’re likely to be interested in rather
Expanding Innovation While Maintaining Operational Excellence
From seamlessly serving millions of shoppers to providing cutting-edge AI tools, Nice One’s status as a leading ecommerce innovator reflects a remarkable rise from its startup origins. All the while, Nice Once has maintained the operational reliability that its customers have come to depend on. “Using AWS, our system is designed to be secure and runs smoothly with virtually no interruptions or inadvertent access,” says Muhammad Ayaz, director of IT cloud computing at Nice One.
Nice One is now exploring how Amazon Bedrock, the simplest way to build and scale generative AI applications with foundation models, can help categorize and quickly resolve customer support queries. “Using AWS, we saved a lot in terms of resources and peace of mind,” says Ayaz. “We don’t worry about whether we have 1 million customers or 100 million customers—we can scale.”