Overview
Geidea Merchant Portal is a modern web platform that gives merchants complete visibility over their business operations in real time, from daily transactions and payouts to performance analytics and user management.
Built by Blink22 for Geidea, one of the Middle East’s leading fintech innovators, the portal serves as a central hub for merchants across KSA, Egypt, and the UAE.
Through an elegant, Angular-based interface, it empowers users to track performance, manage staff permissions, issue payment links, and oversee every financial activity, all from a single, secure platform.
Technologies Used
Technologies Used- Java
- Angular
- TypeScript
Category
- Finance (FinTech)
- Payments & Account Services
Platforms
- Web
App Links
Timeline
2+ year (MVP Development)
Initial Requirements
As one of the largest fintech providers in the MENA region, Geidea (UAE & Egypt) provides payment and business solutions to merchants of all sizes, from small shops to enterprise retailers.
To streamline merchant operations across multiple markets, Geidea envisioned a business-grade, browser-based experience where business owners could:
Access all transactions, reports, and payouts in one place.
Manage staff through user roles and permissions.
Utilize Pay By Link to process payments remotely.
Oversee product catalogs and support tickets efficiently.
With these goals, Blink22 partnered with Geidea to design and develop a merchant-first web portal that would elevate visibility, security, and operational efficiency for thousands of businesses.
Challenge
When Geidea initiated the project, several key challenges stood in the way of building a unified, scalable system:
Fragmented operations: Merchants relied on multiple disconnected systems for reports, transactions, and user management.
Limited visibility: There was no single dashboard offering unified insights into payouts, settlements, or refunds.
Complex access control: Role-based permissions were inconsistently implemented across stores and staff levels.
Scalability requirements: The system needed to accommodate both small businesses and enterprise-scale clients.
Compliance & security: Full adherence to PCI-DSS, SAMA, and AML regulations was mandatory and demanded a robust architecture and secure data flow
Blink22’s mission was to design a solution that brought everything together, a platform as intuitive for small retailers as it was robust for large organizations handling thousands of daily transactions.
Approach
Blink22 led the end-to-end development of the Geidea Merchant Portal, focusing on scalability, usability, and regulatory compliance at every step.
Merchant-Centric Design
We crafted the user experience around real merchant workflows, ensuring fast access to the most critical insights:
Intuitive navigation with streamlined access to transactions, reports, and payouts.
Multi-language support (Arabic/English) with RTL compatibility.
Consistent layouts and responsive design for smooth performance across browsers.
Modular Architecture
Built using Angular with a microfrontend-ready architecture for future scalability.
Shared component libraries reused across other Geidea platforms.
Integrated with Geidea’s APIs for transactions, reports, and payouts, ensuring seamless data flow.
Security & Compliance
Full adherence to PCI-DSS, SAMA, and AML frameworks.
Encrypted user sessions and secure API communication.
Role-based permission layers with detailed audit logs to ensure transparency.
Iterative Collaboration
Weekly sprint reviews, demos, and compliance checkpoints.
Continuous alignment with Geidea’s product, compliance, and technology teams for precision and speed.
Data-Driven Insights
Unified dashboard visualizations built using dynamic charting tools.
Real-time analytics for transactions, settlements, and refunds.
Solution
Blink22 delivered a responsive, enterprise-grade merchant web portal with a modular, extensible structure that enables Geidea’s merchants to operate efficiently and securely.
Portal Sections & Features
Dashboard:
Unified view of key metrics: total sales, transactions, payouts, and store performance at a glance.Transactions:
Advanced search, filtering, and exportable reports (PDF/CSV) for deeper insights.Payouts:
Visual and tabular comprehensive reports on settlements, including filters by date, amount, and status.Reports:
Aggregated financial and operational performance data and visual insights for decision-making across multiple channels.Shop / Pay By Link:
Simplified digital invoicing and link-based payment tools to help merchants complete remote transactions effortlesslyUser Management (Users & Roles):
Robust access management system allowing business owners to add users, assign roles, set permissions, and manage employee access securely.Product Management:
Full catalog management: add, edit, and track products linked to merchant operations.Tickets / Support Center:
Integrated support and issue management for merchants to log and track their requests or inquiries directly from the portal.
Each module was designed with performance, clarity, and security in mind, giving merchants total visibility without complexity.
Outcome
The Geidea Merchant Portal transformed how merchants manage their financial and operational data across the region.
For Merchants:
Centralized access to dashboards, transactions, and payouts, improving decision-making and efficiency.
Simplified workflows and real-time data that empower smarter financial management.
For Employees:
Streamlined user and role management, ensuring secure and accurate access control.
For Business Owners:
End-to-end oversight across stores, transactions, and team activities from a single platform
For Geidea:
A scalable, modular fintech foundation ready for new features, integrations, and regional expansion.
The platform has since become a cornerstone of Geidea's B2B digital payments ecosystem, supporting thousands of merchants and driving the company's broader mission of empowering businesses through technology.