We show stores the money they actually keep

In Egypt, most online orders are paid in cash, at the door, days after checkout. Some are refused. Some come back. Every parcel costs shipping either way, and ad platforms count orders the customer never paid for.

So the sales figure in your store is not the money you make. The real number is scattered across your store, your shipping company, your ad accounts and a spreadsheet you rebuild at the end of every month.

Safi started inside an Egyptian fashion brand that ships cash on delivery, as a way to see that real number every morning instead of once a month. It became a product because every store that sells this way has the same blind spot.