Nobody likes a pragmatist. I say this as one. Passionately set forth your plans to change the world and a pragmatist will drag you crashing back to reality faster than Shiba Inu Coin after an Elon Musk tweet. That’s why we don’t get invited to parties. At least, this is what I tell myself.
As a pragmatist, or perhaps because I’m a pragmatist, I’ve routinely rejected the rhetoric that e-commerce in the Middle East is on this hyper-growth trajectory, and I’ve dismissed the meteoric five-year growth projections as the hyperbole of optimists. At least, I had until now.
2022 looks set to be an inflection point for e-commerce in the region. Penetration is now approaching double digits
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