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All work

At noon

In production

The seller platform at noon

Ten years of tools for the sellers and partners who run on noon.

Role
Tech lead · SDE III
Period
Nov 2016 – present
Built with
GoNode.jsPythonElasticsearchTemporalBigQueryKubernetesTypeScriptReactNext.jsReact Native

I joined noon in November 2016, before it launched, and have spent ten years building the tools its sellers and partners use to run their business: first the seller centre, then the shared toolbar and sign-in layer every partner app runs on, and in 2026 the noon Business seller portal from its first commit.

190+
apps load the partner toolbar
60M+
toolbar loads a month
6
Next.js apps in the noon Business portal
5
engineers mentored

What I built

The partner toolbar
A versioned SDK plus a Node.js server, loaded by every partner app at noon, Namshi, noon Food and quick commerce (Minutes, NowNow).
authproxy and sign-in
authproxy, written in Go, is the auth layer for noon.com, noon.partners and noon.team. I also built OTP and Google sign-in, the PartnerPass TOTP authenticator app, and user and role management.
Seller Lab
noon's first seller centre, built from incubation, with Elasticsearch catalog search.
Store page builder
A CMS for store pages with drafts, scheduled publishing and device previews.
Warehouse and data pipelines
Warehouse workflows with picklist locking, and Impex pipelines on Temporal with BigQuery.
Design system and mobile
A shared design system, shipped as an npm package, and React Native screens for the consumer app.
noon Business seller portal
Six Next.js apps for onboarding, catalog, pricing, RFQs, VAT invoicing and support, in English and Arabic, on microservices. Set up from the first commit in February 2026, with the Help Centre and an event-driven ticketing service synced to Zoho Desk.
AI assistants
Seller assistant v1 and v2, then Sanad and Need Help. See that case study for the thinking behind them.

How the work moved

  1. 2016 – 2018

    The store and the first seller centre

    Arabic and right-to-left support for the JadoPado store, delivery and shipment tooling for noon.com, and noon's first seller centre.

  2. 2018 – 2022

    The first Partner Center apps

    A set of seller tools for catalog, warehouse and sign-in, brought together in one unified partners app, which I led.

  3. 2023 – 2025

    New Partner Center web apps

    A fresh set of apps on a shared toolbar and a design system as an npm package. The first AI assistants arrived here.

  4. 2026

    noon Business

    The B2B marketplace's seller portal from its first commit, then Sanad and Need Help.

How I work as a tech lead

Break down the large work
Turn big, vague projects into reviewable pieces that several engineers can build in parallel.
Reviews and mentoring
I run design and code reviews, mentor five engineers and interview candidates for noon.
Raise the floor
I introduced release tagging, pull-request templates and security-scan workflows across our repositories.
Own delivery
I own CI/CD and Kubernetes for the apps I build, so the people who write the code can also ship it.