THE SCANDINAVIAN RETAIL-TECH INNOVATOR SHAPING THE MIDDLE EAST’S CASHLESS FUTURE
Emerging from Sweden’s dynamic startup landscape, Satocci Scan & Pay has become one of the most closely watched retail-technology ventures entering the Middle East. Founded and led by Swedish entrepreneur Melodi Askelöf, the company is redefining how consumers shop and how retailers operate by delivering seamless, mobile-first checkout experiences that align with the region’s rapid push toward digital transformation.
Satocci’s core product, Scan & Pay, enables shoppers to scan items with their mobile phones, pay instantly within the app, and leave the store without ever standing in line. This frictionless model improves operational efficiency for retailers while offering customers the convenience and autonomy they increasingly expect. What began as a Scandinavian innovation has quickly evolved into a solution uniquely suited to the Gulf’s ambitious retail modernization agenda.
“Our mission is to make everyday life simpler through technology that feels intuitive and empowering, both for consumers and for retailers,” explains Askelöf. Her forward-looking, human-centered leadership has become a defining force behind the company’s growth and its rise as one of the region’s most promising retail-tech contenders.
A Strategic Expansion Across the Middle East
Satocci’s Middle Eastern journey began in Dubai, one of the world’s most active hubs for innovation adoption and smart retail infrastructure. The city’s appetite for digital-first consumer experiences made it a natural entry point. Building on early momentum, Satocci is now preparing for its next major milestone: the company will officially launch in Saudi Arabia in Q1 2026.
ePaid Satocci™
A Game-Changing Joint Venture accelerating cashless retail transformation across Saudi Arabia and the MENA region, fully aligned with Saudi Vision 2030.
In the lead-up to this launch, Satocci has already established strategic partnerships in Saudi Arabia, collaborating with major retail groups and key regional ecosystem stakeholders. These alliances create a strong foundation for rapid market entry and scalable implementation, enabling Satocci to seamlessly integrate its technology across a wide range of retail environments.
From large supermarket chains and convenience stores to lifestyle concepts and specialty retail, Satocci’s solutions are designed to adapt to diverse store formats while enhancing operational efficiency, customer experience, and data-driven decision-making. Together with ePaid, Satocci is positioned to play a pivotal role in shaping the future of cashless commerce across the region.
Saudi Arabia’s national digital transformation agenda, particularly its drive toward a cashless society as part of Vision 2030, aligns directly with Satocci’s offering. As the Kingdom shifts toward modern, secure, and highly efficient transaction ecosystems, Satocci Scan & Pay is positioned to contribute meaningfully to this transition, supporting both private-sector retailers and broader government modernization goals.
Beyond Saudi Arabia, Satocci plans further expansion into Qatar, Bahrain, and Kuwait, establishing a scalable presence that will continue to grow across the wider MENA region. Industry analysts increasingly point to the company as a future retail-tech unicorn emerging from the region.
The Founder Behind the Vision
At the center of Satocci’s rise is Melodi Askelöf, whose career spans telecommunications, retail operations, and digital transformation. Her extensive experience in both the telco and retail industries provided her with deep insights into consumer behavior, digital infrastructure, and the operational challenges retailers face daily. This background strongly influenced the design of Satocci Scan & Pay: a solution built not just for technological novelty, but for real-world efficiency and consumer ease.
Askelöf also holds an Executive MBA from Stockholm University, strengthening her capabilities in strategic leadership, finance, and organizational development. This academic foundation, combined with her cross-industry expertise, has enabled her to lead Satocci with both visionary clarity and robust business discipline.
Colleagues frequently describe her approach as a blend of creativity and analytical rigor. “Technology should simplify the customer journey, not complicate it. Real value comes from solutions that feel natural and solve real problems,” she often notes, capturing the philosophy that guides Satocci’s product development.
Her leadership has played a key role in attracting investors, building strategic partnerships, and developing a team equipped to scale across international markets.
Positioned for Unicorn-Level Growth
The Middle East is experiencing one of the fastest retail modernizations globally. Governments and private sectors alike are investing heavily in technologies that support efficiency, digital payments, and enhanced customer experiences. Satocci’s solution meets these needs directly: it reduces queue times, optimizes labor use, increases store throughput, and aligns with national digital strategies.
Satocci Scan & Pay is scalable, data-driven, and adaptable across multiple retail categories. Combined with strong regional partnerships and expansion into key markets, the company is well positioned for unicorn-level valuation in the coming years.
Upcoming phases include expanded operations in Dubai and Riyadh, continued product innovation, and large-scale rollout across Saudi Arabia as part of its Vision 2030 cashless transformation.
Looking Ahead
Satocci continues to grow while staying grounded in its founding principles: innovation with purpose, seamless user experience, and a commitment to enabling the future of retail. Under Melodi Askelöf’s leadership marked by empowered teams, disciplined execution and strategic clarity Satocci™ is building a globally scalable retail technology platform. Guided by its core principle,“ Strategy, Focus and Action,” the company empowers retailers with actionable data, higher conversion rates and operational efficiency, while offering consumers a seamless, personalized shopping experience. With active expansion across Dubai, Saudi Arabia, wider MENA region and selected for the EIIS Masterin Space Entrepreneurship program with Airbus as the main partner Satocci™ operates at the forefront of tech innovation alongside world-class researchers and founders. Next stop: Mars!
