Flow
Delivery operations platform, from store order to the customer's door.
Overview
A multi-tenant delivery platform for e-commerce merchants. Orders flow in from the online store, get grouped into trips and assigned to drivers on their own, get tracked live on a map, and keep the customer informed on WhatsApp.
Flow began as the delivery system for a Saudi bottled-water company and grew into a SaaS product that other delivery businesses subscribe to. Each company runs in its own isolated workspace with its own zones, warehouses, drivers, branding, plan and billing, and can get its own branded driver app.
The same platform also powers Masar, a second product for field-sales teams. It turns a visit plan into an optimized weekly route for every territory. It runs on the same accounts and data, but stays strictly separate from delivery so one product can never break the other.
Under the hood
The features that took real engineering
- 01
Automatic dispatch engine
Every minute, new orders are geocoded, matched to a delivery zone, sorted into time slots and stacked into trips by warehouse, zone and slot. Each company has its own batch sizes, cut-offs and working hours, all in its own timezone.
- 02
Two-way store sync
The platform connects to merchants' online stores through a published marketplace app. Order statuses sync both ways, an ordering rule stops a late update from moving an order backwards, and each store maps its own statuses.
- 03
Driver app built for the road
Background GPS on Android and iOS, stop-by-stop navigation, a pickup checklist at the warehouse, cash-on-delivery breakdowns, and a large-text mode for reading in the sun. It comes in five languages, with RTL for Arabic and Urdu.
- 04
Addresses that are hard to geocode
Customer addresses get resolved through a fallback chain that widens the search step by step. Zones are drawn as polygons on a map, with district matching as a backup.
- 05
Data isolation at the database level
Tenant separation is enforced by the database itself, not just the app code, so a bug in one screen can't expose another company's orders.
- 06
WhatsApp notifications & campaigns
Customers get order updates on WhatsApp. Merchants can run segmented campaigns and abandoned-cart recovery from a step-by-step wizard with analytics.
- 07
SaaS back office
A super-admin console handles tenants, plans, usage limits, discount codes, renewals, scheduled downgrades, support tickets and live chat, all enforced on the server.
- 08
Partner API & secure files
Logistics partners integrate through a dedicated API and outbound webhooks. Invoices and other private files are served only through signed links that expire.