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posted on Mar. 03, 2025 at 3:20 pmMar 3, 2025

Visa’s Tarek Abdalla on social commerce and changing consumer expectations

posted on Mar. 03, 2025 at 3:20 pmMar 3, 2025

Visa’s Tarek Abdalla explains why businesses must tailor their digital payment strategies to meet evolving consumer behaviours, prioritising trust, seamless experiences and robust security.

Tarek Abdalla, SVP, Chief Marketing Officer CEMEA, Visa on social commerce

Tarek Abdalla, SVP, Chief Marketing Officer CEMEA, Visa

From manual point-of-sale machines to the seamless flow of social commerce today, the world of payments and consumer purchase expectations has undergone a dramatic transformation.
With global social commerce revenues projected to grow to more than $1 trillion by 2028, the demand for fast, secure and integrated payment solutions is more critical than ever. The future of shopping is here and it’s social.

Immersive, interactive and powered by technology
By integrating entertainment and social interaction with commerce, social commerce – including live shopping experiences on platforms such as Instagram and Facebook – facilitates seamless in-app purchases. This innovation not only streamlines the

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Tags:ar augmented reality Brand Focus brands consumer behaviours consumer experiences immersive Interactive mobile first retail security shoppertainment shopping experience social commerce Tarek Abdalla transactions trust virtual reality visa VR

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.