Blue Ocean Global

Blue Ocean Global Picks NetSuite to Fuel Its Ecommerce Expansion

Operational excellence and strong trade relationships have propelled Blue Ocean Global to become one of the Middle East’s leading ecommerce players and master distributors of some of the world’s most recognisable electronics, telecom and home appliance brands, including Gigaset, Black & Decker, Daewoo, Motorola and NEC. Blue Ocean Global sells through more than 100 distributors across 40 countries and directly to customers through marketplaces like Noon and Amazon. The Dubai-based company is also a brand licensee for major household appliance brands that manufacture in Turkey and China.


Blue Ocean Global


Dubai, United Arab Emirates


Wholesale Distribution


50 to 99


100 million dirhams



Number of Countries



SAP Business One

NetSuite Products Implemented

NetSuite OneWorld
NetSuite WMS


Cloudio Technologies

“We found NetSuite to be more user-friendly as far as the GUI [graphical user interface] is concerned, the reporting and data extraction is much easier to understand.” Muhammad Salahuddin, Chief Finance and Strategy Officer, Blue Ocean Global

Standardisation Fuels an Ecommerce Vision

Homegrown ERP can’t keep up
Since Blue Ocean’s birth in a management buyout from parent Gigaset AG, it has been at the forefront of meeting surging ecommerce demand in the Middle East. Its basic, homegrown ERP system struggled to support its consumer ecommerce and B2B growth as transactions soared to 30,000 invoices a month.
NetSuite over other competitive ERPs
Blue Ocean Global’s history of using large ERP systems at Gigaset put other competitive ERPs into consideration as a new system, alongside NetSuite. The team deemed NetSuite more user-friendly and affordable, specifically when it came to ongoing customer support, and superior in reporting and dashboard functionality.
One system, quick decisions
Blue Ocean Global now runs all processes related to sales, procurement, accounting and financial reporting in NetSuite, managing transactions in the pound, dirham and U.S. dollar. With access to role-based dashboards on mobile devices, the team can spot outliers and make quick decisions.
Ecommerce gains more ground
In just two years, Blue Ocean Global’s ecommerce revenue has grown to 35% of total revenue. The team plans to integrate NetSuite with the 3PL it uses for warehousing to accelerate the order-to-cash cycle. It also plans to open more ecommerce subsidiaries globally, most recently launching a U.K. and Saudi Arabia subsidiary.


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