Shell Lubricants Egypt
Shell Lubricants Egypt: Reimagining Automotive Commerce on Shopify 2.0
Robusta redesigned and rebuilt Shell Egypt's store on Shopify 2.0, adding vehicle-specific product discovery, oil-change booking, and Arabic localization — driving 104% growth in gross sales.
The Challenge
Shell Lubricants Egypt's existing online store had an outdated design that no longer reflected the company's international brand identity. Its legacy pre-Shopify 2.0 setup limited design flexibility and customization, while customers had no simple way to identify the right lubricant for their vehicle or book an oil-change service directly through the store.
The Solution
Robusta delivered a complete UX/UI redesign and rebuilt the existing store on Shopify 2.0 as an enterprise engagement. The new experience aligns with Shell's global brand identity and introduces Lube Match, which filters products by vehicle make, model, year, and mileage; direct oil-change service booking; full Arabic RTL localization; and an ongoing development and support partnership.
The Process
Benchmarking
Reviewed leading automotive commerce experiences and Shell's global standards to establish the redesign direction.
UX/UI Design
Created the refreshed customer experience in Figma around clearer product discovery, service booking, and Shell's international identity.
Technical Validation
Validated the new experience and custom features against the existing store, integrations, and Shopify 2.0 capabilities.
Shopify 2.0 Development
Rebuilt the storefront and developed Lube Match and Book Oil Change Service as purpose-built customer journeys.
RTL Localization
Delivered a complete Arabic right-to-left experience tailored to customers in Egypt.
Testing
Tested the rebuilt storefront, vehicle filtering, service booking, and localized experiences before launch.
Ongoing Support
Continued the partnership after launch through ongoing development, maintenance, and support.
Results
Modern Shopify 2.0 Storefront
Modernized the experience to reflect Shell's global brand identity and unlocked customization that was not possible on the legacy setup.
Lube Match
Removed a key product-discovery barrier by helping customers find lubricants using their vehicle's make, model, year, and mileage.
Book Oil Change Service
Brought oil-change appointment scheduling directly into the e-commerce experience.
Arabic RTL Experience
Delivered a fully localized Arabic storefront for the Egyptian market.
Conclusion
Robusta partnered with Shell to fully reimagine its Egypt e-commerce experience, redesigning the store to reflect Shell's global brand identity, rebuilding it on Shopify 2.0, and introducing Lube Match and Book Oil Change Service to remove friction from vehicle-specific product discovery and service booking. Gross sales more than doubled, and Robusta continues as Shell's ongoing development and support partner.
