Gartner defines three most important elements for the development of digital commerce in the Middle East




The delivery and payment and customer service operations of the most important elements that need to be on the top players in the field of digital commerce in the Middle East highlight them so that they can grow their business, according to the results of the latest studies and global research Gartner reports.

In this context , he said Gene Alvarez , deputy administrative head of the research studies the global Gartner: “owns more than half the population of the Middle East access to the Internet ‘s ability, but the online shoppers do not make up more than 20 percent. Although the region show a lot of growth drivers. Today, only it owns 15 percent of companies in the Middle East actually a presence on the Internet, and only distributed 10 percent of the digital commerce transactions between local residents and companies operating in the region, while the action the rest of the purchases from outside the Middle East. In light of the region enjoy one of the highest GDP per capita rates in the world, and the affiliation of the majority of the population segment of young people, and encouraging government initiatives, the Middle East will see strong growth in the areas of digital commerce in the coming years. ”

Governments in the region and offers many of the online services, including special traffic fees, payments and utilities, services and public institutions, which provides access fast and easy way for citizens, with a brief definition of the persons and the nature of digital transactions. The UAE government has launched an e-commerce center is exempt from fees under the title “mahajircom”, to serve corporate technology platforms, and payment gateways, logistics, backed by commercial and preferential tax policies.

Alvarez touched on this point, saying: “There are a number of companies that invest in digital commerce, in an effort to become as Amazon in the Middle East, but many companies did not take into account the post-digital channels seriously. On the other hand, there is a sufficient number of digital trade deals in the Middle East, leading to a decline in the rate of adoption by customers, thus turning most of the buying companies that are located outside the boundaries of the region operations. ”

Gartner has identified three main elements should be on the top players in the Middle East highlight them for the development of digital commerce, are:

Deliveries: They constitute the first challenge in the region, it is a reliable system of delivery operations in most cases, some areas do not have the existence of any system of addressing. Exacerbated by the complexity of this issue in countries such as Saudi Arabia, the level of women can not open the doors to the delivery men, as well as not allowing women to drive vehicles. So, should companies offer digital commerce services significantly either invest in the process of building their own network of logistics and manpower in the field of delivery, or establish a partnership with one of the largest companies providing logistics services, which has a high capacity for coverage across the region. They should also take into account the receipt option from inside the store, which would somewhat reduce the challenges facing the delivery operations. On top of all this, companies should provide services, taking into account the free shipping offers, which is very popular among consumers, they also have a significant impact on conversion processes.
Payment Operations are conducted 80 percent of their shopping online in the Middle East by paying cash on delivery, which limits the level of effectiveness and efficiency of this deal commercially, as well as the extradition process will take longer, and that these operations Temel to record revenue rate high. Therefore, companies have to provide digital cooperation with companies providing payment services trade services in order to offer more payment options, in order to simplify the shopping process, and enhance the rate of conversion processes. And other payment options online banking, wallet payment via mobile phones, vouchers and cash purchase, credit card default.
Customer service operations: These operations provide immediate assistance over the Internet, call centers, and the ability to track the purchase and shipping orders, which will limit customers ‘ facilities of concern to conduct digital transactions. It will also help the generous returns policy and re free shipping in enhancing the level of loyalty among customers, and to encourage the purchase of conducting high value, and repeat purchases. Upon receiving the provision of in-store service, will be available to customers the opportunity to experience the product before you buy it, and give them many of switch options, or return the product.


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