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posted on Nov. 17, 2025 at 12:15 pmNov 17, 2025

Peak shopping season: What do consumers want? Biggest challenge for MENA brands?

posted on Nov. 17, 2025 at 12:15 pmNov 17, 2025

Up to 58 per cent of MENA brands struggle to connect meaningfully with customers despite strong adoption of channels such as email, social media, live chat, SMS and WhatsApp as fragmented tech stacks deepen complexity.

As retailers across the Middle East region prepare for 2025’s high-impact White Friday and Cyber Monday shopping season, consumers are demanding real-time, personalised, and interactive engagement with brands – amid significant growth in conversational messaging channels – according to findings from a new report released by global cloud communications platform Infobip.

The platform has revealed how consumers on the Middle East prefer personalised interactions across multiple channels supported by AI-powered platforms.

WhatsApp remains a key conversational channel, with messages expected to rise 35 per cent compared to the previous year on White Friday, and Cyber Monday volumes growin

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Tags:AI-powered platforms Black Friday brands channels communications consumer demand consumer interactions conversational messaging Cyber Monday Darijan Bošković email marketing Engagement Infobip Interactive mobile marketing peak shopping season personalised Real time shopping SMS WhatsApp White Friday

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.