Panel: Brand-Building through Ecommerce

According to CommerceHub, brands are increasingly interested in eCommerce as a channel, with 30% of brands looking at selling products via their own eCommerce sites and 34% through existing marketplaces. As brands begin to pursue eCommerce strategies, this changes the customer journey and opens up new concerns and requirements around logistics and fulfillment. It also provides the brand with new touch points to collect data and insights, increases the importance of conversion / performance marketing, and poses new challenges and opportunities for brand communication. With this increased interest, media agencies are building out new divisions focused on eCommerce to support the brands they work with in this transformation. This panel explores how MENA brands are delving into eCommerce, the challenges and lessons learned from early adopters, and how eCommerce as a new channel will impact marketing and communication strategies.


Amy Johnson, Client Partner - MEA, Criteo
Khaled Adawi, Vice President, Elite Brands International Trading
Rani Nasr, Head of Ecommerce, Chalhoub Group

Moderator: Boye Balogun, Managing Director, Future Tech Media