Business in MENA are taking digital journey led by social media, for marketing its products and services to customers

Published on: Jul 2019

MENA region comprising of GCC, Levant and North Africa is home to 40+mn businesses represented by corporates, government, SMEs and self-employed. These businesses in the MENA region are increasingly using digital platforms to market their products and services. Social media platform led by Facebook and Google group of products is the most popular digital marketing platform.

Adoption of digital platforms among customers in MENA has increased; customers are increasingly making use of social media to make purchase decisions

Internet penetration of 90%+ and smartphone penetration 65%+, GCC countries perform much better than many developed economies in access to technology. In other MENA countries, these indicators are growing fast. This has resulted in high adoption of social media among MENA customers.

Our research shows that social media was consistently ranked as the most influencing channel for helping make purchase decisions by the customers in MENA. It was followed by company websites and TV. Within social media Facebook, Instagram and YouTube were rated as the most influencing channels of information followed by Snapchat.

Social media players are adapting fast by offering products customized to the needs of businesses by studying the behaviour of its customers

Social media players are realizing the increasing interest of businesses and have developed products which are customized for them and enabling product/service discovery, purchase and post-purchase process. Facebook and Google group of companies are leading this journey in the region.



  • Sandeep is the Partner of Redseer Strategy Consultants looking at the Middle East and Africa. He has 13+ years of experience in consulting and technology.