Beyond retail: How B.TECH found its next growth engine

Founded in 1997, B.TECH is Egypt’s largest consumer electronics retailer, generating around $21.4 million in revenue in 2025. Over nearly three decades, the company has evolved beyond retail to build a broader ecosystem of businesses serving both consumers and enterprises. This includes subsidiaries such as b_ads, an omnichannel advertising platform that enables brands and vendors to reach up to 45 million customers across digital and physical channels; and B.TECH Business, a specialized B2B division providing comprehensive technology solutions in a one-stop shop.

Although B.TECH had built a strong brand and successful business, the organization realized that sustaining growth would require a fundamental reinvention, particularly as customer preferences have shifted more and more toward online shopping.

Read the case to find out how B.TECH partnered with McKinsey to reinvent customer commerce through AI-powered pricing, fulfillment, and fintech.