I'm Alaaddine Nasloubi, Co-founder and CEO of Fufills. I'm based in Tétouan, in northern Morocco, and most of my working life has been spent figuring out how to sell something made or sourced in one part of the world to a buyer in another.

How I got here

I started young, listing products on eBay back in 2014. By 2018 I was selling on Amazon and running e-commerce marketing for other brands as a freelancer. Somewhere in there I spent years as a part-time financial trader, learning to read risk and discipline under pressure. I managed an import/export project, and led digital marketing and commercial work at Renault Group in Tétouan.

None of that was a straight line. But every step taught me the same lesson from a different angle: the product is rarely the hard part. The hard part is everything between the seller and the buyer — confirmation, payments, shipping, trust, and the local rules nobody warns you about.

Why Latin America

Latin America is one of the fastest-growing e-commerce regions in the world, and at the same time one of the most underserved by good infrastructure. Logistics are fragmented. A large share of buyers still prefer to pay cash on delivery — not as a fallback, but as the default that fits how people actually trust and transact. Regulation shifts country to country.

For a seller in Morocco or the wider Arab world, that complexity is usually enough to stop them before they start. I believe that's the wrong outcome. Talented entrepreneurs across MENA and Africa shouldn't be capped at their local markets just because the path abroad is hard to navigate.

What Fufills is

Fufills is the COD operating system for Latin America. With my co-founder Nizar Chtioui, we built a network across 16 LATAM markets — 10 fully operational, 6 in active expansion. We run hard-gated confirmation (no confirmation, no dispatch), multi-carrier last-mile execution, fulfillment and warehousing tailored to COD sellers, and a cash-collection finance loop that reconciles and transfers to your bank in USD or local currency on a published 7-day cycle. Shopify and API integrations keep it scalable.

“Couriers deliver. We run confirmation, SOPs, multi-carrier execution, and the COD finance loop. The promise is simple: if it's not confirmed, it doesn't ship.”

What I'm trying to build

I want Fufills to be the go-to partner for any entrepreneur in the Arab world who wants to expand into Latin America. Not through hype, but through infrastructure that quietly works — backed by three independently verifiable government registries (Wyoming, Puerto Rico, and Morocco). If we do that well, we turn a region full of friction into a region full of opportunity.