By James Whitemore for TechScoop
In the dynamic landscape of the Middle Eastern tech scene, Salesflo Arabia is rapidly emerging as a pivotal force, driving digital transformation in sales and distribution. At the helm of this regional expansion is Hassan Shafi, the General Manager, whose leadership has been instrumental in shaping the company’s trajectory. TechScoop had the opportunity to sit down with Mr. Shafi to discuss his journey, Salesflo’s innovative approach, and their vision for the future of business in the region.
Building on its strong foundation in Pakistan, Salesflo’s entry into the Middle East signals a bold move to transform how companies operate in one of the world’s fastest-growing markets. With Saudi Arabia leading the region’s digital adoption under Vision 2030, Salesflo Arabia is seizing the opportunity to introduce advanced SaaS solutions that empower enterprises with smarter decision-making, stronger distribution networks, and AI-powered insights. This expansion is not just about scaling technology—it’s about reshaping the way businesses connect with customers, optimize operations, and compete in an increasingly data-driven economy.
TechScoop: Mr. Shafi, thank you for joining us. To start, could you share a bit about your professional journey and what led you to your current role as General Manager of Salesflo Arabia?
Hassan Shafi: It’s a pleasure to be here. My career has always been driven by a passion for leveraging technology to solve real-world business challenges and drive growth. I’ve had the privilege of working across various sectors, gaining extensive experience in market entry strategies, operational scaling, and P&L management. What drew me to Salesflo was its clear vision and the immense potential of its SaaS platform to truly revolutionize sales and distribution, particularly in a rapidly evolving market like Saudi Arabia and the broader Middle East. The opportunity to lead Salesflo’s operations in this region, and to contribute to such a significant digital transformation, was incredibly compelling.
TechScoop: Salesflo has been making significant strides in the region. Could you elaborate on Salesflo’s core mission and vision, especially concerning its operations in Arabia?
Hassan Shafi: Our core mission at Salesflo is to positively impact customer growth by significantly improving distribution and salesforce effectiveness. In Arabia, this translates into empowering businesses—particularly within the CPG, FMCG, and F&B industries—to navigate complex market dynamics with agility and precision. Our vision is to be the leading force in digitalizing sales and distribution, enabling our partners to achieve unprecedented levels of efficiency, market penetration, and ultimately, sustainable growth. We believe in building a robust SaaS ecosystem that not only streamlines operations but also provides actionable insights for strategic decision-making.
TechScoop: Salesflo recently showcased its Agentic AI expertise at Saudi Foods and has been actively promoting AI-driven solutions. How is Salesflo leveraging AI to transform sales and distribution for businesses in the Middle East?
Hassan Shafi: AI is at the heart of our innovation strategy. At Saudi FoodsLEAP 2025, we highlighted how Agentic AI is fundamentally reshaping how FMCG and food service businesses operate. We’re moving beyond traditional automation to intelligent systems that can predict market trends, optimize routing for sales teams, and provide real-time, data-driven recommendations. This means businesses can anticipate demand more accurately, ensure optimal product placement, and empower their sales force with tools that significantly enhance their productivity and effectiveness. It’s about turning vast amounts of data into intelligent actions, leading to smarter, faster, and more efficient operations.
TechScoop: You’ve been involved in several high-profile partnerships, what do these collaborations signify for Salesflo Arabia and the broader market?
Hassan Shafi: These partnerships are monumental for us and for the region. Our collaboration with Food Company, for instance, is a testament to our commitment to driving digital transformation in the food sector. By implementing our Salesforce Automation Platform, we’re helping them modernize operations and enhance supply chain efficiency. Similarly, our partnership with top FMCGs and Retail, Saudi Arabia’s largest car service provider, is revolutionizing the automotive services landscape. These collaborations underscore our ability to adapt our robust SaaS solutions to diverse industries and address their unique challenges. They demonstrate our dedication to pioneering efficiency and excellence across various sectors, solidifying Salesflo Arabia’s position as a trusted partner for digital innovation.
“Saudi Arabia is at the forefront of digital adoption, and Vision 2030 has created an ecosystem where innovation can truly thrive. For us, this is the perfect time to empower enterprises with SaaS and AI-driven solutions that deliver measurable growth.”
TechScoop: What specific achievements are you most proud of since taking on the role of General Manager for Salesflo Arabia?
Hassan Shafi: I am particularly proud of the rapid expansion and market penetration we’ve achieved in Saudi Arabia. We’ve successfully onboarded several key clients, including the significant partnerships we just discussed, which speaks volumes about the value and impact our solutions bring. Beyond the numbers, I’m incredibly proud of building a high-performing team that is passionate about innovation and dedicated to our clients’ success. Witnessing the tangible improvements in our clients’ operations—from increased sales efficiency to enhanced data-driven decision-making—is immensely rewarding. It validates our approach and fuels our drive to continue pushing the boundaries of what’s possible.
TechScoop: Looking ahead, what is Salesflo Arabia’s long-term vision for the region, and what challenges and opportunities do you foresee?
Hassan Shafi: Our long-term vision is to continue being at the forefront of digital innovation in sales and distribution across the Middle East. We aim to deepen our integration with the regional business ecosystem, constantly evolving our AI-driven solutions to meet emerging needs. The opportunities are vast, driven by the region’s rapid economic growth and increasing adoption of digital technologies. However, challenges include navigating diverse regulatory landscapes, talent acquisition in a competitive market, and ensuring our solutions remain cutting-edge amidst rapid technological advancements. We are committed to continuous innovation, strategic partnerships, and investing in our people to overcome these challenges and capitalize on the immense opportunities that lie ahead.
TechScoop: Finally, what advice would you offer to aspiring entrepreneurs or business leaders looking to make an impact in the tech industry in the Middle East?
Hassan Shafi: My advice would be threefold: First, embrace innovation relentlessly. The tech landscape is constantly changing, so staying curious and adaptable is crucial. Second, understand the local context deeply. The Middle East is a diverse region with unique cultural and business nuances; tailor your solutions and strategies accordingly. Finally, build a strong, resilient team. Your people are your greatest asset, and fostering a culture of collaboration, learning, and empowerment will be key to navigating challenges and achieving sustained success. It’s an incredibly exciting time to be in tech in this region, and the potential for impact is limitless.
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