After such a whirlwind year, it is easy to lose sight of the scale of change underway in the Middle East’s digital commerce. Boosted by shopping at home, now 80 per cent of young Arabs shop online frequently, and 50 per cent of shoppers aged 18-24 in the Middle East and North Africa are shopping more online post-pandemic, according to a recent report by MIT and Wamda.
Given the changing market dynamics, an increasing number of consumer brands are assessing what — if any — direct-to-consumer digital commerce strategy to take in a post-Covid world. Some are understandably hesitant to get distracted by an e-commerce play, not wanting to undermine existing retail partnerships or brand equity w
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