by Zsofia Raffa * –
Qatar is undergoing a remarkable transformation, shifting from an energy-dependent economy to a vibrant digital hub for innovation and entrepreneurship. With a clear national vision focused on a future-driven economic model, the country is positioning itself as a leader in the digital era, empowering a new generation of forward-thinking entrepreneurs who are redefining its global reputation.
One of the most compelling examples of this shift is Snoonu, a pioneering Qatari start-up ecommerce company founded by Hamad al-Hajri. His journey reflects the broader ambitions of a nation that is adopting technology as a strategic driver of sustainable growth.
Snoonu: A Vision Rooted in Global Experience and Local Insight.
Snoonu is a super-service app that connects consumers, merchants, and logistics services in real time, creating a seamless digital ecosystem. Unlike traditional delivery apps, it goes beyond food delivery, offering a wide range of services to meet various needs. Designed to simplify and enhance everyday life, the platform combines innovative technology with a strong foundation in Qatari values and the vibrant dynamics of the local market.
Founder Hamad al-Hajri’s global experiences and studies in Japan, the U.S., and France shaped his leadership, blending discipline, creativity, and empathy. This international perspective fosters a diverse, inclusive work environment at Snoonu, where half of the management team are women and employees come from 90 countries, collaborating to create world-class solutions.
Innovation at the Core of Operational Excellence.
Snoonu integrates artificial intelligence across its operations to enable smart, real-time decisions, from assigning deliveries to optimizing routes and forecasting demand. This intelligent infrastructure has helped reduce operational costs by up to $2 million monthly, all while delivering consistent, high-quality customer experiences.
AI and data science also personalize the platform experience. Recommendation engines curate offers based on user behavior, while real-time dashboards provide merchants with insights into purchasing patterns and customer preferences.
The same innovation mindset shapes the company’s approach to talents. The founder promotes a leadership framework built on four pillars: challenge, confidence, coaching, and compensation. Employees are encouraged to solve challenging real-world business cases, taking full ownership of their projects, and advance through mentorship and structured learning programs, including executive training opportunities at world-renowned institutions like MIT and Stanford.
By aligning digital transformation with deep investment in people, Snoonu has created a culture where employees drive the business forward as problem-solvers, decision-makers, and co-creators of the company’s future.
Personalized Experiences Powered by Ethical AI.
In a multicultural society such as Qatar, where more than 80 percent of the population are expats, personalization is essential to meaningful customer engagement. Rather than collecting extensive personal details, the app asks for a user’s nationality. This thoughtful design allows the company to deliver customized experiences while respecting individual privacy. As an example, during national celebrations such as Philippine Independence Day, Snoonu had special promotions that speak directly to the Filipino community in Qatar. These efforts highlight not only precision in marketing but also cultural awareness and empathy.
Qatar has established a robust regulatory framework to safeguard digital privacy through its Personal Data Privacy Protection Law. This legislation mandates clear user consent, strict data protection measures, and transparency in how personal information is used. Operating within this environment, Snoonu upholds high ethical standards by anonymizing user data and leveraging it solely to enhance service quality without compromising privacy.
The country’s legal landscape, which also requires foreign apps to store data locally or collaborate with Qatari entities, favors local solutions such as QPay over international payment providers, nurturing digital sovereignty while fostering innovation. During the Web Summit Qatar 2025, Snoonu announced a strategic partnership with global fintech Yuno to further strengthen its payment infrastructure, showcasing how local platforms can scale responsibly and effectively within Qatar’s data-first digital economy.
Reflecting Qatar’s National Vision.
The growth of Snoonu is closely aligned with Qatar’s broader national objectives. The country is actively shifting toward a knowledge-based economy, with strategic investments in sectors such as education, technology, tourism, and health. In Doha, Georgetown University and Carnegie Mellon University play a vital role in developing intellectual capital, helping position Qatar as a regional leader in human development.
Snoonu contributes by demonstrating how technology can fuel sustainable growth, generate opportunities, and create meaningful employment. While serving the domestic market, it also sets a powerful example for regional startups on how to scale with purpose. As Hamad al-Hajri emphasizes, success is not just about ideas—it’s the strength and unity of the team that truly drives outcomes. Snoonu’s journey stands as a compelling testament to that belief.
Creating Bridges Between Qatar and Europe.
As Qatar strengthens its position as a pioneering innovation hub, it is also becoming a natural partner for European institutions, businesses and venture ecosystems. Leaders like Hamad al-Hajri exemplify a new generation of entrepreneurs who combine global experience with local insight by creating fertile ground for cross-border collaboration, knowledge exchange, and joint ventures that drive shared growth.
About the author.
* Zsofia Raffa is a global digital marketing strategist with a strong journalistic background. With over 15 years of international experience, she has led digital initiatives for major brands including Kodak Alaris, NVIDIA, BlackRock, and Lufthansa.
Her work sits at the intersection of data-driven marketing, strategic communication, and thought leadership. As a freelance journalist and columnist, Zsofia brings analytical depth and storytelling clarity to complex topics.
