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How We Built the Digital Commerce and Account Management Platform for Coca-Cola's UAE Trade Channel — Engineered for 2M+ Users, 99.98% Uptime, and 1.2-Second Load Times
Coca-Cola Dubai's B2B Trade Platform
Coca-Cola’s UAE trade channel, which includes thousands of restaurants, hotels, retailers, and hospitality venues, was placing orders, managing invoices, and handling credit through phone calls, sales rep visits, and manual paperwork. At that scale, every routine interaction consumed human coordination that a platform should have been running. We built a 92-screen B2B commerce and account management platform in React Native, engineered to carry the full trade relationship from first quote to settled invoice, tested across 150+ prototypes, and launched with 2M+ peak users, 99.98% uptime, and zero critical bugs.
The Impact
Coca-Cola's UAE Trade Channel Runs Through Restaurants, Hotels, and Retailers. None of Them Had a Platform Worth Using.
Coca-Cola is the world’s largest beverage company, present in more than 200 countries, served more than 1.8 billion times a day. In the UAE, their distribution infrastructure spans all seven Emirates, with a trade buyer network covering every restaurant, hotel, retailer, and hospitality venue in the country.
That network is the commercial engine behind the brand in the region. Every can on a restaurant table, every bottle in a hotel minibar, every crate on a retailer’s shelf moved through a trade buyer who placed an order with Coca-Cola. And for most of that history, placing that order meant doing it the way it had always been done i.e., via phone calls, sales rep visits, paper-based processes that depended on human coordination at every step.
When Coca-Cola Dubai came to AppVerticals, they weren’t looking for a feature addition. They were looking for a platform that could replace an entire ordering and account management model and do it at the scale of the UAE’s most distributed beverage network, without a single critical failure at launch.
That’s what we built.
A Trade Network the Size of an Emirates Ran on Processes Built for Something Smaller
Coca-Cola’s UAE trade network had thousands of accounts of restaurants, hotels, cafés, FMCG wholesalers with each one placing orders, managing invoices, tracking deliveries, and dealing with credit terms through a combination of phone calls, sales rep coordination, and manual paperwork. At that scale, every routine interaction was a coordination task someone had to carry.
A restaurant manager wanting to reorder had to reach a sales rep. A retailer querying an invoice had to call accounts. A hospitality buyer trying to understand their credit position had nowhere to look except the last document someone had emailed them.
The business consequences were direct. Order cycles were slower than they needed to be. Sales rep time was consumed by administrative coordination that a platform should have been handling. Trade buyers with no self-service capability had no way to act between rep visits — which meant order frequency was constrained by the sales calendar, not by the buyer’s actual need.
And there was no intelligence layer. Trade buyers had no visibility into what was trending, what promotions were running, or what they were leaving on the table by not ordering items their peers were buying. Coca-Cola had product data that could have been driving incremental orders. Without a platform to surface it, that data stayed internal.
The problem wasn’t any single broken process. Ordering, invoicing, credit management, account visibility, product discovery, and promotional awareness all belonged to the same commercial relationship but none of them were connected. Every handoff required a person to carry the information from one place to another.
We Built Around the Trade Buyer's Journey, Because That's the Relationship Coca-Cola Is Actually Managing
The brief was clear: build a B2B commerce platform for Coca-Cola’s UAE trade channel. What we pushed to understand before writing a line of code was what a trade buyer e.g., a restaurant manager, a hotel procurement lead, or a retail buyer actually needed to do, and what was currently forcing them to go outside any system to do it.
That question shaped every decision that followed.
A B2B commerce platform built around a product catalog is a brochure. A B2B commerce platform built around the buyer’s decision moments — when to reorder, what to order, how much credit is available, whether a promotion is worth acting on — is a tool that gets used every day. We built the second one.
We organised the entire build around five buyer decision moments: discover, order, track, manage, and get help. Every screen in the 92-screen design answered to one of those moments. Nothing was built because it was expected. Everything was built because a trade buyer needed it at a specific point in their commercial relationship with Coca-Cola.
Order Flow
We built a complete commerce journey from product browsing through cart, upsell, checkout, and order confirmation. The ordering experience was re-engineered to remove every point of friction a trade buyer had previously resolved by calling a rep. Transparent pricing, clear product information, one-tap reordering from favourites — the goal was to make placing an order faster than making a phone call.
Ask Arwa — AI Trade Assistant
We built an AI assistant named Arwa directly into the platform. Trade buyers can ask questions, get product recommendations, resolve order queries, and navigate the platform through a conversational interface. For a buyer network that had previously depended on sales reps for information, Arwa created a self-service intelligence layer available at any hour, without a call.
Product Discovery and Intelligence
We built a discovery and market intelligence layer — trending products, suggestions, analysis — that surfaces what trade buyers should be considering based on what's moving across the network. The product data Coca-Cola already had became a commercial tool rather than an internal report.
Account and Invoice Management
We built full invoice management, payment history, document filtering, and credit tracking directly into the platform. A trade buyer can now see their credit position, review outstanding invoices, access documents, and manage their account without contacting anyone. The coordination that previously consumed accounts and sales rep time now happens self-service.
Barcode Scanning
We built a scanner that lets trade buyers scan products in-store to trigger reorders directly. For a restaurant manager doing a stocktake, this removed the step between identifying what's needed and placing the order for it.
Rewards
We built a loyalty and rewards layer for trade buyers — an incentive structure that turned repeat ordering into a tracked, rewarded behaviour rather than an invisible commercial habit.
Onboarding and Tutorials
We built structured tutorial flows for the four highest-friction moments: home, products, checkout, and order history. For a trade buyer network moving from phone-based ordering to a self-service platform for the first time, the onboarding design was as important as the product design.
92 Screens Across 5 Trade Buyer Decision Moments
Every screen answered to a specific buyer need. Nothing was built for completeness. Everything was built for use.
150 Prototypes Before a Line of Production Code
The zero-critical-bug launch didn’t happen by accident. It was the direct result of a build methodology that front-loaded validation and refused to compress the design phase in favour of a faster development start.
Before any screen went into production, we ran the full 92-screen design through more than 150 prototype iterations. Each iteration was a test — of the journey logic, the information architecture, the interaction patterns, and the performance behaviour under the load conditions Coca-Cola’s trade network would generate at peak. The goal was to arrive at development having already found every problem a prototype could surface, so the production build was as close to a known quantity as a complex platform can be.
React Native was the right call for this environment. Coca-Cola’s UAE trade buyer network spans restaurants, hotels, retailers, and wholesalers — each using different devices, different operating systems, and in some cases different connectivity conditions. A single React Native codebase let us build and maintain iOS and Android parity without doubling the engineering overhead or accepting platform divergence over time. For a platform Coca-Cola would need to maintain and iterate beyond the initial build, that architecture decision compounds in value with every update cycle.
Performance was treated as a design constraint from the start, not an optimisation pass at the end. The 1.2-second median page load target was set early and built toward throughout — lean component architecture, optimised asset delivery, careful state management — because at 2M+ peak users, the difference between a 1.2-second load and a 3-second load isn’t a technical metric. It’s order completion rate.
The AI assistant — Arwa — was integrated directly into the platform’s core navigation rather than bolted on as a help widget. That placement decision reflected how we expected the feature to be used: not as a support fallback, but as a primary interaction mode for buyers who preferred conversational queries to menu navigation. The integration was designed so Arwa had visibility into the user’s account context — their order history, their credit position, their favourited products — making her responses useful from the first interaction rather than generic.
AA accessibility compliance was built in from the design phase, not retrofitted after development. For a trade buyer network across the UAE — a market with a diverse population and significant variation in digital literacy — accessibility wasn’t a compliance exercise. It was a market coverage decision.
Throughout the nine months, we ran a 10-person design and engineering team in close collaboration with Coca-Cola Dubai’s product stakeholders. A platform at this scope touches the commercial relationships at the core of the business. Decisions made without the people closest to those relationships tend to be technically correct and operationally wrong. We made sure the right people were in the room throughout.
One Platform. Every Trade Buyer. The Entire UAE Beverage Channel Running Through It.
Coca-Cola Dubai’s trade network now has a platform that runs the full commercial relationship — from the first product browse to the settled invoice — without a single step requiring a phone call, a sales rep visit, or a manually coordinated handoff.
Trade buyers across the UAE’s restaurants, hotels, cafés, and retail network can order, reorder from favourites, scan products for instant reorder, track shipments, manage invoices, monitor credit, access promotions, and get answers from an AI assistant — all from one app, at any hour, without waiting for anyone.
The platform went live with 2M+ peak users, 99.98% uptime, a 1.2-second median page load, and zero critical bugs. Those numbers are significant not because of what they say about the launch, but because of what they say about the architecture: a platform built at this performance threshold doesn’t degrade gracefully when Coca-Cola adds trade accounts, expands promotional campaigns, or extends the platform to new Emirates. It was built to absorb that growth as a design property, not as a future engineering problem.
The sales rep coordination overhead that the previous model depended on — for order processing, invoice queries, credit questions, product information — has been replaced by self-service workflows that trade buyers run themselves. That changes the commercial model in a durable way: the relationship between Coca-Cola and its trade channel is no longer mediated entirely by human capacity. The platform carries the routine. The reps carry the relationship.
And Arwa is there for everything in between.
Testimonials
"AppVerticals was a reliable partner throughout the project. They worked closely with our team to build a platform that brings ordering, invoicing, account management, and customer support into a single digital experience for our trade network. Their attention to performance, scalability, and usability helped ensure the solution met the demands of a large and diverse user base. We're very pleased with the outcome and grateful to the entire team for their professionalism, collaboration, and commitment to delivering a successful product."
Managing a trade or distribution network that still depends on manual coordination at the moments that matter most?
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