MENA and the potential for social commerce

All the necessary factors are in place for social commerce to take off in the Middle East: there is high smartphone penetration and a young population which spends a lot of time on social media.

The MENA region has a young population – more than 28% of the population is aged between 15 and 29 – and one of the highest smartphone penetration rates in the world. User rates continue to increase on social platforms and the rise of influencers shows no sign of slowing. This combination of factors makes the Middle East perfectly poised to be a leader in social selling, a Digitalks conference (Dubai, January 2018) heard.

Heba Al Samt, digital media director of TV and radio at Dubai Media Inc, noted how things have changed in the region over the...

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