Bosta Partners with Tactful AI to Revolutionise Middle Eastern Logistics Experience

Bosta has teamed up with Tactful AI in a move that feels like a natural next step for two Egyptian-built companies that have been steadily expanding their regional footprint. The partnership aims to sharpen how customer interactions are handled across the Middle East, blending Bosta’s growing logistics network with Tactful’s conversational‑intelligence tools. I’ve seen plenty of collaborations in the logistics space over the years at Arageek, but this one struck me as particularly spot on — mainly because both sides seem to be solving different pieces of the same puzzle.

Bosta, which kicked off in 2016, has become a familiar name for thousands of e‑commerce merchants. Beyond its well-known last‑mile delivery operations, the company also offers fulfilment services and even a financing arm through Bosta Capital. Their overnight delivery success rate reportedly hovers around 96%, which — having watched many SMEs struggle with consistency — is nothing to sneeze at. That said, scaling logistics across a region as varied as MENA can be a bit of a faff without the right customer‑experience layer on top.

This is where Tactful AI comes into the picture. Founded in Egypt and now operating between the UK and the Middle East, the company provides an omnichannel CX platform that pulls together chat, social media, messaging, analytics and workflow automation. It handles millions of interactions each month, helping businesses lift customer satisfaction by roughly 60% and bump revenues by around 25%. I reckon that kind of impact is why more established operators like Bosta are taking AI‑driven CX more seriously these days.

According to statements shared publicly, Tactful’s CEO Mohamed Elmasry framed the partnership as a way to turn customer conversations into “strategic assets” through automation and data-driven decision making. On the flip side, Bosta’s co-founder and CEO Mohamed Ezzat emphasised that improving customer experience is central to the company’s next phase of regional scale, and highlighted the importance of backing homegrown tech — a sentiment that, truth be told, always makes me a bit chuffed to bits, considering how often we champion the same idea here at Arageek.

By integrating Tactful’s platform, Bosta will be able to route all digital customer interactions into one real-time interface, giving teams a 360‑degree view of shipments and support needs. Automation should shave off repetitive tasks, freeing agents to focus on more complex issues, while conversational analytics helps flag trends and service gaps. And believe it or not, the no‑code setup means Bosta can roll out new workflows quickly without waiting on heavy development cycles — something that usually slows companies down, especailly in logistics.

Both sides say the collaboration will raise the bar for service quality in regional logistics, and it certainly speaks to a wider trend: locally built tech becoming competitive at a global level. If the rollout goes as planned, this could nudge more MENA operators to rethink how they handle customer engagement — not just as a support function, but as a core part of their strategy.

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