Description

Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department

Student Name:
1.Shekah Saad Alqahtani
2.Dana Sattam Alharbi
3.Abrar Almutairi
4.Randa Kayid Alotaibi
5.Ghala Bashmil

Student ID:
-230027645
-230044487
-230048240
-230032061
-230049707

Course Title: E-commerce

Course Code: ECOM101

Academic Year/ Semester:
2024/2025 _Second semester
Instructor Name:

CRN:23805

Student Grade:

Grade Level: High/ Middle / Low

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Q1-Site Design
1- Ease of Use :
The website features a simple and organized layout, making it easy for visitors to navigate between
pages. The menus are well-structured, allowing users to quickly access important sections.
Suggestions for Improvement , Adding a search bar at the top of the page would help visitors find
information or products faster.
2- Ease of purchase :
The purchasing process is straightforward with detailed instructions on how to use the “Buy Now
Pay Later” service. The experience could be enhanced by adding a short instructional video
explaining the payment process and a progress bar during checkout to help users track their steps.
3- Visual Design – Appeal :
The website uses comfortable colors and high-quality images that effectively reflect the
brand Improving user interaction by adding subtle button animations and making call to action
buttons larger and more visible would enhance the experience.
4- Website Speed & SEO :
The website loads quickly and has strong SEO optimization improving its visibility in search
results. Performance can be further enhanced by implementing lazy loading for images and
optimizing meta descriptions and title tags to boost search rankings.
5- Interaction – Engagement :
Tamara provides multiple contact options such as email and social media but lacks real time
interaction tools like live chat. Adding a live chat feature would improve customer support and
including a customer reviews section would help build trust.

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6- Information Accessibility :
The website organizes information clearly making it easy for visitors to find what they need.
However the FAQ section requires additional clicks to access. Making the FAQ section
expandable and adding a sticky help button would enhance accessibility.
7- Branding -Identity :
The branding is consistent and professional with well-chosen fonts and colors. Personalizing the
homepage with seasonal promotions or featured partners would make it more dynamic and
integrating user generated content such as social media feeds could boost engagement.
8- Intuitiveness – User Experience :
The website provides a smooth browsing experience guiding users through the shopping process
without overwhelming them. Adding personalized product recommendations based on user
behavior and offering language customization based on the user’s location would further improve
accessibility.Tamara’s website offers a strong design that ensures a smooth and visually appealing
user experience. However implementing enhancements such as live chat support improved
interaction features and better personalization can significantly increase customer satisfaction
and conversion rates.

Q2-Websites use three main types of software:
1. Application Software: Enhances user interaction (e-commerce, management systems).
2. Utility Software: Maintains and secures applications (antivirus, backups).
3. System Software: Supports overall functionality (web servers).
Business software improves speed, navigation, and user experience, integrating AI and analytics
for better decision-making.

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Q3- Payment and Security
a) Methodsofpayment
The accessible installment strategies in Tamara incorporate online and in-store buys. The company
can moreover utilize bank exchanges, credit cards, and charge cards. Tamara offers different
installment arrangements, such as the alternative to part the charge into six installments, pay in
full, or concede the installment to the another month, giving comfort for the customer.
b) Technology used
Tamara relies heavily on artificial intelligence to improve client encounter and oversee monetary
dangers. It employments AI to encourage installment forms, guarantee credit investigation, and
foresee users’ monetary behavior. Furthermore, it utilizes advanced wallets to upgrade the security
of electronic exchanges
c) Current privacy policy
A few clients share their data with the company, but Tamara regards your protection and is
committed to ensuring your individual information. Customers give the specified data for any
unused client, and Tamara employments the most elevated measures of security and security to
guarantee the security of budgetary exchanges and your secret data. Your personal information is
utilized to supply Tamara’s administrations, bolster clients, prepare exchanges, send notices almost
your exchanges, and collect installments and expenses.

Q4 -Showcasing and Publicizing Techniques:
Showcasing and publicizing are basic components of building brand mindfulness and expanding
deals. Businesses ordinarily utilize a combination of three fundamental techniques. Computerized
showcasing makes a difference increment brand perceivability by advancing items and
administrations on the site, pulling in more guests and potential clients. Conventional promoting
depends on conventional channels, such as daily papers, magazines, and tv advertisements, to
reach a more extensive gathering of people, counting those who may not be dynamic online. Social

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media showcasing makes an intelligently space that empowers businesses to associated
specifically with customers, reinforce connections, and construct brand devotion.
To move forward promoting endeavors, businesses can extend their item offerings. As of now,
clients can as it were buy beauty care products, adornments, wellness items, toys, and gadgets. By
including more categories, businesses can draw in a more extensive gathering of people and
increment deals. The key to long-term victory lies in finding the ideal adjust between computerized
and conventional showcasing, centering on client encounter and brand perceivabilit
Referring to the below Tamara’s marketing activities:

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Q5- Know your competitors
One of the main competitors for Tamara is Tabby.
Criterion

Tamara

Tabby

Reputation

Good reputation in Saudi Arabia,

Strong reputation in UAE and Suadi

with positive reviews.

Arabia with good reviews.

Simple and esay to ues, but may lack

Detaild design,but somewhat

some details

complex for new users.

Easy to navigate with limited

Offers multiple options like 4

payment options (14 days or 3

installments, but may be complex

Website Design

Functionality

installments)

Tamara is better than Tabby because it offers a simpler and easier user experience. Tamara’s
website is easy to navigate with a clear design, while Tabby’s website can be a bit complicated due
to the abundance of details. Additionally, Tamara focuses on simple payment options, making it
more convenient for users.

Q6- Conclusion:
amara provides a seamless and exceptional experience for consumers, offering them greater
payment flexibility and the ability to defer payments, making it easier for them to complete their
purchases without immediate financial pressure. However, the company faces strong competition
from many other businesses offering similar services, requiring continuous efforts to improve its
offerings and provide more options to attract consumers and enhance their loyalty.
While Tamara has achieved significant success in the local market and leads the competition, it
faces challenges in expanding globally, particularly in markets like the United States. Therefore,
the company must focus on effective strategies to increase brand awareness, expand its presence,
and strengthen its position in international markets through effective marketing and strategic
partnerships .

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Reference:
Tamara. (2021). Tamara closes the largest Series A investment round in the Middle East.
Retrieved from
Tamara. (2023). Tamara secures up to $150 million in debt financing from Goldman Sachs.
Retrieved from
Nielsen, J., & Norman, D. A. (2016). Designing user experience: The journey to excellence.
Interaction Design Foundation.
TechTarget. (n.d.). Business software. TechTarget.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
Tamara. (n.d.). Retrieved March 22, 2025, from /ar-SA/terms-and-conditions
Tabby. (n.d.). Tabby.
Tamara. (n.d.). Tamara. /en.htm

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Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department

Student Name:
1. Shekah Alqahtani
2. Dana Sattam
3. Abrar Almutairi
4. Randa Alotaibi
5. Ghala Bashmail

Student ID:
-230027645
-230044487
-230048240
-230032061
-230049707

Course Title: E-commerce

Course Code: ECOM101

Academic Year/ Semester: 2024/2025
_Second semester
Instructor Name:

CRN:23805

Student Grade:

Grade Level: High/ Middle / Low

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Part A
1. Know the business
1- What is the business?

Tamara is a fintech company that offers a buy-now-pay-later (BNPL) service. It allows customers
to shop online or in-store and split their payments into easy installments. Tamara partners with
various retailers to make shopping more flexible and accessible for consumers.

2- What is the idea?

The idea behind Tamara is to provide a convenient and simple way for customers to purchase items
without paying the full amount upfront. By offering installment payment plans, it helps people
manage their finances while still being able to enjoy the products they want right away.

3- what are the type of products and/or services provided?

Tamara is a fintech platform that offers flexible payment solutions to enhance the shopping
experience for customers in Saudi Arabia and the Gulf region in general Its primary services
include Split Payments, where customers can divide their purchases into multiple installments,
allowing for manageable payments over time. For those who prefer to pay the entire amount
upfront, Tamara provides a straightforward Pay in Full option. In terms of customer service,
Tamara offers support through its Help Center, addressing common inquiries and aiding on various
topics. While Tamara facilitates payment solutions, exchange and return policies are typically
managed by the individual merchants, and customers are advised to consult the specific policies
of the store from which they made their purchase. Delivery logistics are handled by the merchants,
as Tamara’s role is limited to providing payment solutions, meaning any delivery-related concerns
should be directed to the respective merchant. Additionally, Tamara supports various payment
methods, including credit and debit cards, to ensure a seamless transaction process for customers.

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4- Explain the business statement, vision, and business objectives?

Tamara aims to empower people in their daily lives by revolutionizing how they shop, pay, and
bank. With a vision to become the leading fintech platform in Saudi Arabia and the wider GCC
region, the company is committed to transforming the financial landscape and setting new
standards in shopping, payment, and banking experiences. To achieve this, Tamara focuses on
expanding its services beyond Buy Now, Pay Later (BNPL), exploring new opportunities in
shopping, payments, and banking across the region. By forging strong partnerships with leading
global and regional brands, the company enhances the shopping experience for millions of users.
Innovation remains at the core of its strategy, as it continuously develops and deploys new products
and services that align with the evolving needs of customers and merchants. Through these efforts,
Tamara strives to reshape purchasing power in the market, creating value for both merchants and
consumers alike.

5- where is the money?

Tamara generates its revenue through several methods. It charges companies (merchants) for using
its payment platform at checkout. It also applies interest on installment payments, especially when
the repayment period is extended. Additionally, Tamara offers subscription options for companies
in exchange for a fee to access extra benefits. Furthermore, Tamara leverages customer behavior
data to improve its services or sell analytics to business partners.

6 -Who and where is the target audience?
Tamara primarily targets individuals in Saudi Arabia and the Gulf Cooperation Council countries,
especially young adults who prefer online shopping and seek flexible payment options. Tamara
offers a “Buy Now, Pay Later” service, allowing users to purchase products and pay in
installments, which fits the needs of this demographic. Tamara works with millions of customers
in Saudi Arabia, the UAE, and Kuwait, partnering with leading global and regional brands like
Shein, Jarir, Noon, IKEA, and Farfetch, as well as supporting local small and medium businesses.

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7- Characterize the marketplace?
In 2023 Tamara reinforced its position as a leading fintech company by securing a $340 million
(1.3 billion SAR) Series C investment raising its valuation to 3.75 billion SAR. The company
dominates the buy-now-pay-later (BNPL) market in Saudi Arabia and is actively expanding into
other Gulf and Middle Eastern countries. Tamara primarily targets individuals aged 18–34 who
seek flexible and convenient payment solutions aligning with the growing demand for digital
financial services in the region.

8- Describe the content of the business website?
Tamara’s website provides comprehensive details about its financial services with a focus on its
BNPL solution allowing customers to split payments into interest-free installments. It also
highlights its extensive network of over 30,000 partner merchants including popular brands like
Noon and Shein offering a seamless shopping experience The website and mobile app enable users
to track upcoming payments manage purchases and explore partner stores ensuring a hassle-free
and user-friendly shopping experience.

9- SWOT analysis
Strength
– Easy installment plans
– Strong market presence with
partnerships
– Seamless customer experience
Opportunities
– Expansion into new markets
– Growing demand for online shopping

Weakness
– Reliance on retailer partnerships
– Potential fees from stores

Threats
– increasing competition
– Regulatory changes

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10 -Develop an e-commerce presence map

e-commerce presence

Activity

–

Brand building and increasing visibility
Customer interaction
Product and service search and display

Platform

–

Traditional channels
Internal and purchased lists
Facebook, Twitter, Instagram

Type of presence

–

Websites
Traditional media
Email

2. Explain the design of the system
Business Objective

System Functionality

Information Provided

Offer Purchase Presently, Pay
Afterward (BNPL)

installment framework

Installment plan, due dates, and
installment breakdown

Give consistent exchanges

Computerized installment portal

Installment status, exchange
history, and real-time handling

Guarantee secure installment

Extortion location &
confirmation framework

Client verification, chance
evaluation, and extortion
avoidance

Upgrade client involvement

User-friendly versatile app & site

Personalized dashboard, notices,
and arrange following

Lock in clients

Client bolster & chatbot

FAQs, bolster tickets, and realtime help

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What can be improved or added into the system design?
1- Moment Discount Preparing – Actualize a speedier discount instrument for buys returned
to shippers, guaranteeing a smoother client encounter.
2- Adaptable Installment Delay – Present a choice for clients to incidentally concede their
installments beneath particular conditions (e.g., budgetary challenges or crises).
3- Multi-Currency & Universal Extension – Back multi-currency exchanges to grow
Tamara’s reach past the MENA locale.
4- Devotion & Rewards Program – Actualize a framework where clients win focuses for
opportune installments, which can be recovered for rebates or advantages

3. Explain the current business e-commerce features
Tamara allows customers to buy now and pay later by splitting payments. It features a payment
tracking system to help users manage their installments. There is also a mobile app for easy access,
in addition to the website. Customer service is prompt, making sure users receive assistance
without delay. The website is organized into different sections to make browsing easier and
includes popular partner stores that customers love. However, one of the annoying features is
that the website is only available in Arabic and English, with no other language options.

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Additionally, the presence of many options and sections can confuse and distract customers,
making it harder for them to find the specific store they are looking for .To improve the website
Tamara can simplify the navigation by reducing the number of options and sections to help
customers find what they need faster Adding more language options would also help reach more
people Additionally reducing pop-ups or allowing users to control notifications would make the
experience better.

4. Explain the business e-commerce process
1- Login to the Website / application: The consumer logs into the website, allowing Tamara
to collect information like name, age, and occupation.
2- Select a Store: The consumer selects a store from the list of available stores, such as “Nice
One.”
3- Choose a Product: The consumer selects a product they wish to purchase from the chosen
store.
4- Select Payment Option: The consumer selects a payment option provided by Tamara, with
the option to split payments into installments over two, three or four months.
5Despite the development suggestions that was mentioned previously. Tamara considers one
of the viral applications nowadays due to the flexibility of payment option that make
shopping more affordable, and it’s easy to use.

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The process of Tamara registration:

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References :
–

(Tamara, 2023)
Tamara. (2023). Tamara services and features. Retrieved from

–

(Tamara, 2023, December 16)
Tamara. (2023, December 16). *To improve customer experience and develop its services,
Tamara announces the removal of late fees on its products*.

–

(Al Arabiya, 2023)
Al Arabiya. (2023, December 18). *Tamara secures 1.3 billion SAR in equity funding round*.
Retrieved from

–

(Tamara, n.d.)
Tamara. (n.d.). Buy now, pay later with Tamara. Retrieved February 12, 2025, from
/en.html

–

(Saudi Central Bank [SAMA], 2024)
Saudi Central Bank (SAMA). (2024). Regulatory framework for Buy Now, Pay Later services in
Saudi Arabia.

–

(Tamara, n.d.)
Tamara. (n.d.). *About us*. Retrieved February 12, 2025, from /en.html

–

(Tamara, n.d.)
Tamara. (n.d.). *Register your store and join our partners

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