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Middle East & Africa - read our essential guide to Performance Marketing and discover how the Middle East & Africa contains some of the fastest growing ecommerce markets in the world and what best practice for cross-border ecommerce really means.
Middle East & Africa - read our essential guide to Performance Marketing and discover how the Middle East & Africa contains some of the fastest growing ecommerce markets in the world and what best practice for cross-border ecommerce really means.
Middle East and Africa - the fastest growing ecommerce markets in the world
The Middle East ecommerce market will be worth US$69 billion by 2020 and US$75 billion in Africa by 2025.
Optimise, the global performance marketing company, has today launched an industry-first guide to performance marketing in the Middle East and Africa (MEA). In this guide you’ll discover that the ecommerce markets of the Middle East and Africa are growing at unprecedented rates, with the growth in domestic ecommerce and emerging middle class paving the way for international retailers.
MEA has the highest growth in internet users worldwide
With its population of 1.5 billion, MEA is second to only Asia-Pacific (4.2 billion) in terms of size. With only 600 million internet users MEA may be the smallest out of the big four (Asia-Pacific, Europe and the Americas), but it has the highest growth in internet users worldwide. When you consider its 1.5 billion population and low internet penetration at 40%, you’ll soon come to realize that MEA offers significant growth opportunities for international brands.
Mobile has already surpassed Asia-Pacific
Asia-Pacific is often described as being the world’s only ‘mobile first and mobile only’ region, however, MEA has now surpassed Asia-Pacific in terms of mobile’s share of traffic. Six of the top ten countries worldwide with the largest share of mobile traffic come from the MEA region.
Mobile is the enabler for seismic growth in commerce
Despite already having 1.5 billion mobile connections (second to only Asia-Pacific), mobile adoption continues to grow rapidly. This is being driven by the expansion of 3G and 4G networks and increased availability of low-cost smartphones.
The Middle East roadmap
Many of the challenges that International retailers face in Africa, are like those which have already been overcome in many Middle Eastern markets. A high unbanked population, low credit card penetration and the preference of cash on delivery, have been successfully navigated by International retailers in the Middle East.
Many African ecommerce players have already developed their own mobile wallet payment solutions and logistics networks to provide the basic infrastructure that will pave the way for ecommerce growth. It’s this reason why local partnerships are key for international brands wanting to sell cross-border.
The essential guide to performance marketing in MEA
In this industry-first guide to performance marketing for the Middle East & Africa you will discover:
- The nuances of the MEA performance marketing landscape, the key regions, countries, key players and cross-border ecommerce opportunities it offers international advertisers
- Key markets to prioritise, ecommerce barriers to overcome, which brands are the most valued and why forming local partnerships is key
- Best practise for cross-border performance marketing, including the four fundamentals to get right