SAP Hybris symposium explores impact of rising e-commerce market

According to a PayFort report, the Middle East’s e-commerce market is set to double and reach $69bn by 2020

Tags: Alfanar Group (www.alfanar.com/)E-commerceSAP Middle East and North AfricaUnited Arab Emirates
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SAP Hybris symposium explores impact of rising e-commerce market The UAE and Saudi Arabia are expected to be the two largest markets in the region by 2020, valued at $27bn and $22bn, respectively.
By  Alexander Sophoclis Pieri Published  September 14, 2017

The growth of the Middle East's e-commerce market and the exchange of best practices in digital marketing were amongst the many topics discussed at the recent SAP Hybris Customer Engagement Symposium in Dubai.

Drawing representatives of organisations active across a number of verticals within the Middle East market, the event delved into the latest developments in e-commerce and its impact on consumers.

According a recent report produced by PayFort, the Middle East's e-commerce market is projected to double to reach $69bn by 2020. Additionally, the UAE and Saudi Arabia are expected to be the two largest markets in the region by 2020, valued at $27bn and $22bn, respectively.

Sam Alkharrat, global chief operating officer for SAP Hybris, said: "Middle East market businesses are racing towards the most meaningful and rewarding customer experience. Combining omni-channel commerce with digital marketing, sales, service and revenue management is no longer a luxury. Organisations can compete effectively by meeting their customer needs in a mobile, personalised, and intelligent interaction, anywhere, anytime, and at any touch point in their journey."

Present at the were organisations such as MODUL University Dubai and alfanar, who showcased their respective practices in digital marketing and their successes in utilising the SAP platform.

In the case of alfanar, a KSA-based electrical manufacturing and constructing firm valued at $2bn, the company utilises e-commerce to serve its wholesalers base numbering over 3,000. Their e-commerce solution has helped reduce servicing time by 40%, while simultaneously boosting customer satisfaction.

Raed Suhil Aleid, vice president of Marketing and Sales, alfanar Electrical Division, said: "Real-time customer insights have been a game-changer for alfanar's business and customers. We can now send technicians with iPad tablets instantly following customer notifications, who have greater insights on our resource planning and management, and can better predict product demand."

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