The increasing complexity in cross-border e-commerce is forcing brands to seek strong solutions not only before the sale but also after the purchase. At this point, Primis stands out with its integrated structure extending from returns management to compliance, from logistics to digital invoicing. Operating in global markets, primarily the GCC, Primis offers e-commerce brands a next-generation cross-border operating model that aims to deliver not only operational efficiency but also sustainable growth and customer loyalty. We spoke with Primis Founder and CEO Rebecca Griffiths about the company’s vision!
“We Built a Unified Platform That Centralizes Sales, Inventory, and Returns”
Rebecca Griffiths said, “The story of Primis is based on solving the fragmented structure of cross-border trade through technology,” and continued as follows: “Although many brands have a returns portal, they lack the core infrastructure to make it work at a global scale. We solve the part of international logistics that remains a ‘black box.’ We built a unified platform that centralizes all sales, inventory, and returns. However, unlike a standard SaaS tool, our technology is vertically integrated with physical hubs. This structure solves core problems such as compliance and visibility: it ensures that products are legally able to enter a market before they are shipped and that returns are processed locally and efficiently.”
In response to the question, “How do you evaluate the impact of post-purchase processes (shipping, tracking, returns) on customer loyalty for e-commerce brands?”, Griffiths replied: “Post-purchase is the point where loyalty is either gained or lost. In markets like the GCC, the complexity of customs and returns processes often undermines trust. Our technology bridges this gap. By offering Branded Tracking and a localized Returns Portal in Arabic, we keep the customer within the brand’s ecosystem rather than the carrier’s. When you digitize the experience—like with our new Primis Paperless solution—you not only ensure compliance (such as Saudi Arabia’s ZATCA regulations) but also create new touchpoints for loyalty through dynamic advertising slots on digital receipts.”
Primis’s Core Engines
Rebecca Griffiths also explained the modules developed by Primis for brands:
“Currently, our clients derive the greatest value from our core engines: Primis Tracking & Returns and Primis Connect (GCC).
- Primis Connect (GCC): This is the solution that ‘unlocks’ international brands. It provides an end-to-end infrastructure that connects digital storefronts directly to our local warehousing and 3PL network, enabling retailers to enter the GCC market with the speed and reliability of a local player.
- Primis Tracking & Returns: This module significantly reduces support requests by keeping customers on a branded tracking page and automating the returns flow, which is critical for maintaining customer satisfaction in this high-demand market.”
“We Eliminate the Costs of Stuck Shipments and Return-to-Sender”
Primis Founder Griffiths also touched on the differentiation the company creates in reducing shipping costs and increasing operational efficiency: “Competitors often leave customs compliance to the merchant or the carrier. Our system integrates Compliancy Guidance directly into the workflow. By ensuring that a product catalog is compliant before shipment, we eliminate the costs of stuck shipments and return-to-sender. In addition, our ‘Easy Export’ feature simplifies the data flow from your Shopify store by providing reporting in multiple formats, while allowing you to retain full data ownership.”
“In 2025, We Evolved from a ‘Returns’ Player into a ‘Compliance and Operations’ Platform”
Griffiths evaluated the company’s 2025 performance as follows: “2025 was a year of technological consolidation. We moved beyond being just a ‘returns’ player and became a ‘compliance and operations’ platform. We successfully launched our HS Code application, proving that we can automate the most complex part of cross-border trade. We also rolled out Primis Paperless, positioning us ahead of the regulatory curve in the GCC.”
Commenting on the challenges e-commerce brands faced in post-purchase processes in 2025, Griffiths stated, “The biggest challenges were global compliance and data ownership.” She added: “Brands using competitor solutions experienced fragmented data silos or customs delays because their returns software did not communicate with the logistics reality. Brands struggled with ‘fragmented logistics’ and ‘complex returns.’ They needed a solution that allowed product data to remain in the store (for example, on Shopify) while still being optimized for international borders—this is exactly what our new compliance tools address.”
“The Dominant Trend Will Be ‘Compliance as a Service’ and ‘Paperless Operations’”
She explained the trends expected to stand out in e-commerce on the post-purchase experience side in 2026 as follows: “The dominant trend will be ‘compliance as a service’ and ‘paperless operations.’ As regions like Saudi Arabia introduce strict digital invoicing mandates (ZATCA), brands effectively cannot operate without technologies like Primis Paperless. The trend is shifting from a focus on returns alone to total lifecycle management—from HS code classification at checkout to digital receipts and fraud-proof returns at the counter.”
Features That Differentiate Primis from Competing Solutions
Primis Founder and CEO Rebecca Griffiths said: “The most fundamental difference is compliance and control. Solutions like Rebound, Loop, or Returnbear are extremely good at generating a QR code for a return. But they often stop there. Primis goes deeper. We own the compliance layer (HS codes, ZATCA compliance) and the physical layer (warehousing, local hubs). Competitors focus on the software interface. Primis focuses on the entire cross-border reality. We ensure the product is legal to ship, manage digital invoicing, and physically process the return in-market. We are not just a returns app; we are a cross-border operating system.”