With a shopping trolley in one hand and a smartphone in the other, shoppers have evolved from using their mobile phones as simple texting and talking devices into making them a constant companion, with the ability to influence people along every step of their consumer journey. Shopping via mobile devices, personal computers, tablets and connected devices is now a part of the everyday lives of consumers globally. Estimates published by Dubai Economy and Visa Middle East show that global retail e-commerce sales were $3.563 trillion in 2019, commanding 13.7 per cent of total retail sales, an increase of 21.5 per cent over 2018 (excluding travel).
High digital and social penetration have meant that
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