Saudi Arabia's B2B platform.

Saudi Arabia's FMCG supply chain has historically operated on fragmented, manual processes. Independent retailers rely on phone calls, in-person visits, and paper invoices to source products from wholesalers and distributors. Vendors struggle with limited market access, slow payment cycles, and dependency on third-party logistics providers. Cash flow is the constant bottleneck, retailers need credit to stock shelves, and vendors need fast payments to keep operations running.

Luzan was built to solve the entire lifecycle. It's a cloud-based platform that connects buyers and suppliers, enabling them to collaborate through digital invoicing, payments, and procurement, all in one place. The platform combines three core capabilities: a B2B marketplace connecting retailers to a wide network of FMCG suppliers with flexible pricing and vendor-managed delivery; embedded finance powered by Al Rajhi Bank, giving retailers access to flexible credit and vendors instant payments; and AP/AR automation that eliminates manual invoicing, payment reconciliation, and compliance paperwork.

The platform also includes a mobile app (iOS and Android) for on-the-go ordering, real-time inventory visibility, logistics tracking, and data-driven analytics, giving both sides of the transaction the tools to operate more efficiently in a market that's moving rapidly toward digitization under Saudi Vision 2030.

Luzan's product is powerful but complex. It serves three distinct user types, retailers, vendors, and bulk wholesalers, each with different pain points, different workflows, and different reasons to adopt. The website needed to speak to all three without diluting the message for any of them.

Several layers made this harder. The B2B fintech space in Saudi Arabia is competitive and fast-moving, platforms like Sary and others are well-funded and well-known. Luzan needed to differentiate on capability, not just presence. The product itself spans three verticals (marketplace, finance, automation) that are typically sold as separate solutions by separate companies. Communicating the value of an all-in-one platform without overwhelming visitors required precise information architecture and clear visual storytelling. The site also needed to work flawlessly in both English and Arabic, not just translated, but culturally adapted with full RTL support. And finally, the Al Rajhi Bank partnership is a major trust signal for the Saudi market, but it needed to be integrated naturally into the product narrative rather than treated as a standalone badge.

The brief was to build a website that could educate, segment, and convert, turning a multi-product B2B platform into a clear, compelling story for every visitor type.