Victoria’s Secret

Fashion, Lingerie


Victoria's Secret stands as an epitome of luxury and elegance in the world of fashion. Established as the go-to brand for premium lingerie, it has expanded its offerings to include a diverse range of products, from sultry sleepwear to chic sportswear. The brand's commitment to craftsmanship, innovation, and design has allowed it to resonate with diverse audiences globally. With exclusive online collections, interactive lookbooks, and engaging content, the website offers a space where fashion, art, and culture converge.
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SOFTLOFT was entrusted with introducing Victoria's Secret to the Middle East market. This entailed design alterations, functional enhancements, and integration of products into Google Feeds and other pivotal marketing tools.

Project team

  • 1 business analyst
  • 2 developers (Magento senior backend)
  • 1 QA Engineer
  • 1 Project Manager

Technical stack

Technologies Used:
Magento Platform
Magento Commerce Cloud,
PHP (Symfony,
Zend Framework,
Magento Framework),
Frontend custom solution:
Custom solution
Why we Choose This Stack

Essential for handling a large volume of transactions.


Allows for tailored solutions and integrations.


Protects customer information and business data.

Cloud Advantage

Increases efficiency and reduces costs.

B2B and B2C Capabilities

Supports diverse business models.


Provides a fast and responsive user experience.

Progressive Web App (PWA)

Offers a mobile-friendly experience.

Development Efficiency

Known for its developer-friendly architecture.

Customizable User Experience

Aligns with brand identity.

Challenges & Solutions
#1 Challenge
Localization Needs

The Middle East employs distinct payment methods such as SADAD in Saudi Arabia and NAPS in Qatar. Integrating these methods was crucial to cater to the local market.

#2 Challenge
Currency Conversion

It was vital to manage multiple Middle Eastern currencies, including the UAE Dirham, Saudi Riyal, and Qatari Riyal, while maintaining accurate and current conversion rates.

#3 Challenge
Security Concerns

Transactions needed to be secure, adhering to both international standards and local regulations.

#4 Challenge
Language Integration

The payment interface had to support both Arabic and English.

#5 Challenge
Integration Complexity

The payment gateway presented unique APIs, demanding intricate backend processes for seamless integration with Magento's order processing.

#1 Solution
Comprehensive Research

The team initiated their efforts by delving into the specific functionalities and processes of the selected Middle East payment gateway.

#2 Solution
Custom Development

A tailor-made Magento plugin was crafted, ensuring it was in sync with the Magento architecture.

#3 Solution
Multi-Currency Support

The plugin was fortified with dynamic currency conversion capabilities, guaranteeing real-time rates and fluid currency transitions.

#4 Solution
Bilingual Interface

Acknowledging the significance of language in enhancing user experience, the plugin was engineered to be bilingual, allowing for seamless toggling between Arabic and English.

#5 Solution
Enhanced Security Protocols

The team integrated advanced encryption techniques and two-factor authentication to bolster transaction security.

#6 Solution
Testing & Validation

Rigorous testing was conducted, replicating real-world transactions, addressing potential errors, and confirming smooth order processing.

Business Outcome
Increased Market Penetration

A 40% increase in users from the Middle East.


This led to a 30% rise in sales from the region.

Enhanced Customer Trust

25% reduction in cart abandonment rates.


Demonstrated the platform's reliability and trustworthiness in the Middle East.

Operational Efficiency

20% reduction in transactional errors and chargebacks.


Streamlined operations and improved customer experience.


The platform is now equipped to introduce more regional-specific features.


Paves the way for a 15% projected growth in the Middle East over the next year.

In conclusion, the strategic initiatives and solutions implemented have played a pivotal role in enhancing Victoria's Secret's e-commerce capabilities in the Middle East. The quantifiable outcomes highlight the project's success in driving growth, efficiency, and customer satisfaction in the region.

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