ELARABY Group
Consumer-electronics leader re-platforms e-commerce on AWS.
“One of the region's largest home-appliance and consumer-electronics groups — trusted in millions of homes across Egypt and beyond.”
Egypt
ELARABY Group is one of Egypt's largest home-appliance and consumer-electronics groups — manufacturing and distributing trusted household brands to millions of customers across the region.
Alongside its manufacturing base and a nationwide retail and after-sales network, ELARABY runs a growing direct-to-consumer e-commerce business — a public-facing storefront that has to stay fast, available and secure through the busiest sales periods.
As online demand grew, that Magento-based platform needed a modern, scalable home in the cloud: infrastructure that could keep pace with traffic spikes, protect customer-facing services, and give the business room to grow.
ELARABY Group set out to modernize and host its business-critical e-commerce platform on AWS — a scalable, highly available, secure and performant environment for its online operations.
Phoenix designed and implemented an AWS architecture for the Magento application using managed and cloud-native services — improving availability, security, scalability and delivery performance, and re-platforming the storefront onto a foundation built to grow with the business while reducing day-to-day operational complexity.
What the customer needed to solve.
Modernize ageing e-commerce infrastructure and reduce the operational complexity of running it.
Move the Magento application to a scalable AWS environment that keeps pace with demand.
Improve availability and resilience for a public-facing storefront that can't afford downtime.
Improve application performance and content delivery for end users across the region.
Protect the public Magento application from common web attacks and malicious traffic.
Improve database performance and reliability, including replication-related challenges.
Create a scalable foundation for future business growth.
The approach.
Host the Magento application on Amazon EC2, with a production auto-scaling group so capacity expands and contracts with traffic.
Distribute traffic across application servers with an Application Load Balancer (ALB) for availability and resilience.
Accelerate delivery and offload the origin with Amazon CloudFront, improving performance for end users.
Shield the public storefront with AWS WAF against common web-based attacks and malicious traffic.
Run the database on Amazon RDS for MariaDB, and resolve performance and replication issues for reliable, consistent data.
Separate staging and production in non-overlapping VPCs — public, application and database subnets with a NAT gateway for controlled egress.
Govern the estate with a multi-account landing zone (Control Tower, Organizations, IAM Identity Center) and cloud-native operations (CloudWatch, Systems Manager, Backup), connected to ELARABY's existing Azure environment via AWS Transit Gateway and a site-to-site VPN.
AWS-native by design.
A secure, scalable foundation — from automated data collection through to analytics, AI and business-ready dashboards.
The AWS architecture: a governed multi-account landing zone hosts the Magento storefront on Amazon EC2 behind an Application Load Balancer, with Amazon CloudFront and AWS WAF at the edge, Amazon RDS for MariaDB for data, and staging/production isolated in separate VPCs — connected to ELARABY's Azure environment over AWS Transit Gateway and VPN.
What changed for the business.
Measured outcomes — reported by the customer after go-live.
A modern, cloud-native home for the e-commerce platform — less ageing infrastructure to maintain.
Elastic capacity: the auto-scaling group and ALB absorb traffic spikes without manual intervention.
Higher availability and resilience for the public storefront through multi-AZ, load-balanced design.
Faster content delivery and page performance for end users via Amazon CloudFront.
A hardened security posture — AWS WAF filters malicious traffic before it reaches the application.
Improved database performance and reliability after resolving replication and tuning issues on Amazon RDS.
Lower operational complexity through AWS managed services and a governed multi-account landing zone.
A scalable foundation ready to support ELARABY's future e-commerce growth.
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