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Evolutionary Migration of Virgin Megastore’s Commerce Solution

Project Highlights

Highly customizable commerce solution

3 countries live with more to come

Arabic language integration

Reduced time to launch new shops

About Virgin Megastore


Virgin Megastore is an international entertainment retailing chain, founded in early 1976 by Sir Richard Branson. In the MENA region, Virgin Megastore today is the leading entertainment lifestyle retailer. A one-stop-shop for all entertainment needs.

With its unique shopping experience and an omnichannel presence spanning physical stores, online stores, as well as a variety of supporting channels and services, Virgin Megastore has created a new dimension in entertainment retail.

Virgin Megastore MENA is part of Azadea Group, one of the top five retail groups in the region, operating over 600 stores in 13 markets, 53 brands across Fashion, F&B and Sports.

Project Goals

To stay in the leading position, Virgin Megastore had to modernize the existing commerce platform, making it highly flexible and ready for future new features.

  • Make the current platform modularized and highly customizable
  • Follow modern design standards and apply the same design for Arabic language
  • Enable different checkout processes for different product types
  • Enhance order-management process
  • Enable the sale of digital products and services
  • Multi-country and multi-language rollout

The problem with being first: to stay there, you must keep running!

Source Code and Architecture Checkup

  • Evaluation of the current architecture, identification of improvements
  • Source code review, analysis with a focus on high-priority bugs, potential security vulnerabilities and recommended measures
  • Introduction of tools and standards to raise code-quality

Commerce Cloud v2 Assessment

  • Architecture and data-migration readiness assessment
  • Evaluation of CCV2 advantages over other hosting options
  • Preparation of the timeline and collaboration plan
  • Preparation of deployment and testing plan

Business Feature Definition

  • Feature set definition and prioritization
  • Alignment with migration timeline to minimize risks and dependencies
  • Rollout roadmap preparation to combine the projects and features

Upgrade & Migration

  • System upgrade performed seamlessly in parallel with implementing features
  • Architecture and database cleanup, HMC to back office migration
  • Alignment of future milestones with project and feature deployments

Platinum Upgrade

  • Technical upgrade analysis, step-by-step simulation
  • Upgrade to a targeted SAP Commerce release
  • Go-live review, code verification
  • Production deployment 2011 commerce cloud version with the latest feature set

Enhancement & New Feature Enablement

  • Evaluation of future scenarios and necessary features
  • Rollout to other countries
  • New checkout and payment options

Thomas Prom, Regional Head of Omnichannel, Virgin Megastore MENA

In today’s time of omnichannel experiences, we know the importance of being able to quickly adapt to customer needs. Our upgraded commerce solution has everything we need to continuously adapt and introduce new features. We appreciate all the guidance and expert support of NETCONOMY. We work together on answering ever-changing customer needs, maximizing business value while minimizing any technical risks.


State-of-the-art B2C online shop

Integration of loyalty programs for different markets

Seamless checkout process

Reduced time to launch new shops in other countries

Introduction of digital products

Streamlined order management process

Reduced time of the order-to-delivery process