| Client | Abdullah Al-Othaim Markets |
|---|---|
| Market | Saudi Arabia |
| E-commerce share of total revenue | 0.1% at arrival → over 12% at departure |
| E-commerce revenue growth | 85× over a separate 18-month measurement period |
| Reporting timeline | The final 85× result was reported to Fred after his engagement ended. |
| Role | Close advisor to the CEO |
| Store network | 400+ Saudi stores, from which fulfilment stores were selected |
Source: Fred Barry’s approved engagement summary and revenue-share clarification, updated 27 October 2026.
The outcome and advisory role
When Fred Barry joined Abdullah Al-Othaim Markets as a close advisor to the CEO, e-commerce represented 0.1% of the company’s total revenue. By his departure, it represented more than 12%. The mandate covered retail stores, online strategy and improvements to the operating work behind order fulfilment.
Fred also reports 85× e-commerce revenue growth over an 18-month measurement period. The final result was reported to him after his engagement ended; the 18 months describe the result’s measurement period, not the length of his engagement.
The revenue-share figures and the 85× revenue result measure different things over different timeframes. The 85× figure is not calculated from the change in revenue share. These are owner-reported results; absolute revenue, the exact calendar boundaries of the 18-month measurement and individual channel contributions are not disclosed here.
Stores, website and marketplace strategy
The advisory scope connected physical retail stores with the website and external online channels. Named channels in the mandate include Keeta, HungerStation, Amazon FBA and Noon FBN.
This brought channel strategy and the shopping experience into the same mandate as store-level fulfilment. The summary does not assign a separate growth figure or share of the overall result to any individual platform.
Assortment, picking and store layout
The work included assortment strategy, picking methods and improvements, picker routing, store layout and planograms. These decisions connect product availability with how items are located, collected and prepared for an online order.
The mandate also included selecting fulfilment stores from Al-Othaim’s network of more than 400 stores across Saudi Arabia. That figure describes the store network from which locations were selected; the number of selected fulfilment stores is not disclosed.
In-house mobile app capability
The engagement included setting up an in-house team for mobile app improvements. This established an internal product-improvement capability alongside the commercial strategy and operational work in stores.