Radwa Fathi: From FMCG Shelves to Digital Shelves

Two decades of FMCG expertise, now powering brands across Egypt and the GCC as their end-to-end e-commerce partner

Your Product Is One Scroll Away From Being Forgotten

Today’s shopper decides in about three seconds. A thumbnail, a title, a star rating and a price either earn the click or send it to a competitor. Whether that moment happens on Instagram, TikTok, Amazon, Noon or HungerStation, it decides whether a brand grows or gets left behind.
Brands don’t need another agency to buy them clicks. They need a partner who owns the whole path from first scroll to checkout. That is DBLshot.

Founded in 2021 by CEO Radwa Fathi , DBLshot is an e-commerce growth partner for brands across Egypt and the GCC. It takes full ownership of a brand’s e-commerce and DTC model: the brand strategy, the content, the social media, the marketplaces, the performance media, and the product’s visibility on the digital shelf.

An E-commerce Partner, Not another Agency 

Performance marketing has become crowded. Almost every agency now offers media  buying, and many brands have learned the hard way that cheap clicks don’t turn into sales.  Weak product pages, generic content and unmanaged marketplaces waste the budget  before it can work. 

DBLshot was built to close that gap. Most agencies manage one piece of the funnel and  report on their part. DBLshot manages the entire commercial journey online and is  measured on the one number that matters, which is sales. 

As an e-commerce partner, DBLshot covers: 

• Brand strategy and positioning built for how people shop today 

• Social media management and content strategy designed to sell, not just to post 

• Amazon Brand Stores and A+ Content that turn product pages into conversion  assets 

• Marketplace and DTC management across 10+ platforms in Egypt and the GCC 

• Performance media across Meta, TikTok, Snapchat, Google, Amazon, Noon and  Talabat Ads 

• Digital shelf visibility, making sure the product shows up, stands out and gets  chosen

That means one partner, one strategy and one growth plan. 

From Brand Strategy to Shelf Visibility 

In a physical store, brands compete for eye-level shelf space. Online, the shelf is the  search results page, the feed and the category listing, and the competition there is just as  fierce. Rankings, content quality, reviews, availability, pricing and ad presence all decide  whether a product gets seen. 

DBLshot treats the digital shelf the way FMCG brands have always treated retail: as ground  to be won. That mindset comes from Radwa Fathi’s background. She has more than 20  years of marketing experience, including over a decade in FMCG across brand  management, trade marketing, product development, market research and on-ground  activations. DBLshot brings that trade-marketing discipline of placement, visibility and  share of shelf into e-commerce. 

Social Media Content Strategy: Built to Sell 

For DBLshot, social media is the start of the shopping journey. Every post, reel and story  has a commercial job to do. 

The agency’s social media content strategy is built on a few clear principles: 

• Commerce-first content pillars. Every brand’s content plan is structured around  what moves people to buy: product benefits, usage moments, proof and social  validation, education, and offers. Each pillar maps to a stage of the funnel, from  discovery to consideration to purchase. 

• Platform-native, not copy-paste. TikTok, Instagram and Snapchat each have their  own language. DBLshot creates content in the native format of each platform,  whether that is short-form video, creator-led content, carousels or stories, instead  of pushing one design everywhere. 

• Content that feeds performance. Organic content is the testing ground. The posts  that win organically get turned into ad creatives, and ad insights feed back into the  content calendar. Social media and performance media run as one engine, not two  separate departments.

• Creators and UGC for trust. Shoppers trust people more than brands. DBLshot  builds creator and user-generated content into the strategy to give products the  proof they need to convert. 

• One story from feed to checkout. The message a shopper sees on social is the  same message they meet on the Amazon listing, the A+ Content and the brand  store. That consistency builds trust and lifts conversion. 

• Community that drives repeat purchase. Social media management doesn’t stop  at publishing. Handling comments, messages and questions turns followers into  customers, and customers into repeat buyers. 

This is what makes DBLshot’s social media work different. It is managed by an e-commerce  partner, so every piece of content is judged by what it contributes to sales, not by likes  alone. 

Amazon Brand Stores and A+ Content 

On Amazon, the product page is the salesperson. DBLshot builds Amazon Brand Stores  that act as the brand’s own storefront inside the marketplace, with clear navigation, strong  storytelling, and a structure that drives cross-selling across the range. 

Its A+ Content turns flat listings into visual, benefit-led pages that answer questions,  handle objections and raise conversion. Combined with optimised listings, keyword  strategy and Amazon Ads, this gives brands a complete, consistent presence on the  platform. 

Results That Speak in Sales 

DBLshot’s partner model shows up in the numbers: 

• Isis Herbal Tea achieved more than 900% growth in its first year. 

• Spritz Cooking Spray grew more than 400% across just three SKUs within its first  four months. 

• Zeina in Saudi Arabia delivered more than 200% growth in H1 2026. 

These results come from running brand, content, social media, marketplaces and media as  one connected system under one partner. 

Built for Egypt and the GCC 

From Amazon in Egypt to HungerStation in Saudi Arabia, DBLshot manages e-commerce  activity on more than 10 platforms across Egypt and the GCC. Every marketplace has its 

own algorithm, shopper behaviour and best practices. DBLshot adapts to each one while  keeping every platform working toward the same commercial goals. 

A Knowledge-First, AI-Enabled Team 

E-commerce changes fast, and DBLshot’s culture is built to keep up. Team members are  expected to stay current with the latest technology and AI tools and to use AI in their  everyday work, from research and content production to data analysis and optimization.  The result is a team that learns as fast as the platforms change. 

Building the Next Generation: Junior Marketer 

DBLshot’s commitment to marketing goes beyond client work. Through Junior Marketer, a  program for children aged 10–15, young learners study marketing fundamentals: market  research, launching their own business social media pages, running ads and reading data.  It gives the next generation an early understanding of how businesses find audiences and  make decisions based on evidence. 

Looking Ahead 

As more buying moves online across Egypt and the GCC, the brands that grow won’t be the  ones spending the most on ads. They’ll be the ones with a partner who owns the full  journey, from the first scroll to the digital shelf. 

DBLshot is  building for that future as one e-commerce partner that runs the model end to end. 

CEO Network recognizes DBLshot as an emerging e-commerce growth partner that brings  FMCG discipline, social-first content, marketplace expertise and performance thinking  together into one model built for measurable growth.