INTELLIGENT BRANDS // Mobile Technology
Over 80 % of MEA mobile transactions are through smartphones
Criteo , the performance marketing technology company , recently hosted their annual flagship event Criteo Live for the first time ever in the UAE in Dubai on 9th November . The ‘ What ’ s Next ? The Future of E-commerce ’ conference took place on a yacht docked at the Dubai Marina Yacht Club . The main focus of the event was the consumer journey and the challenges that marketers face in delivering a personalized experience that is seamless across all platforms .
Criteo and industry experts discussed key trends and innovations in e-commerce and the attribution strategies that are transforming e-commerce globally and locally . The highlights of the afternoon included panel discussions on retail industry insights from some of the biggest e-commerce names in the region such as Markavip , Virgin , Souqalmal , and keynote speeches by Criteo ’ s top executives on a greater understanding on being successful in cross border e-commerce .
Gregory Gazagne , Executive Vice President EMEA emphasized the importance of people centric
By implementing technology , retailers can connect with people as opposed to devices by using real-time customer and device data to create a seamless experience and a consistent brand story . Cross device purchasing is 50 % of all e-commerce globally and 42 % in Middle East and Africa .
marketing . He said “ Today ’ s consumer is driving a seismic shift in e-commerce . Millennials have grown up with digital and Gen Z are ‘ technohilics ’, they expect everything on demand and thus smartphones are increasingly becoming the device of choice for e-commerce .”
In 2016 , approximately one billion active mobile payment users exist globally . By 2019 , the number is predicted to reach two billion .
Mobile is driving an unprecedented shift in consumer behavior and has reduced the use of cards and cash . “ A mobile first approach is key for any e-commerce business or retailer to succeed in this day and age . Globally , smartphones are leading the way and the MENA region is a 81 % smartphone driven region with 43 % e-commerce transactions happening through mobile , in comparison to 39 % globally .” said
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