Retail and Marketplace Success in MENA & APAC

Emerging markets in the Middle East/North Africa (MENA) and Asia-Pacific (APAC) are driving the next wave of retail growth. By 2024–25, MENA’s online orders jumped ~30% while APAC now accounts for 64% of global retail growth through 2029. Strong mobile adoption (e.g. 90% of Southeast Asian e‑commerce is on smartphones) and expanding middle classes mean more consumers are shopping online – yet offline channels still matter. In fact, 75% of shoppers expect a seamless experience across digital and physical channels and roughly one in three still prefer starting their purchase in a local store. Savvy brand owners must therefore blend online marketplaces with retail partnerships to maximize reach and resilience. Below we outline strategies and examples tailored for MENA and APAC, with actionable tips for international brands.

Leading platforms vary by region. In MENA, Amazon.ae (formerly Souq.com) dominates the UAE (~25 million monthly visits) and Noon.com serves UAE, Saudi Arabia and Egypt (~17 million). In APAC, local marketplaces lead: Shopee, Lazada, Tokopedia (GoTo), Tmall/JD (China), Coupang (Korea) and others. For each, brands should:

• Localize listings. Tailor product pages with high‑quality images and detailed descriptions in the local language. Use relevant keywords and culturally familiar copy. For example, DHL recommends adapting your site to local languages, mobile layouts, and payment habits.
• Leverage platform tools. Use marketplace advertising and fulfillment services. Amazon UAE Seller Central, Noon’s vendor platform, or Shopee ads can boost visibility. Competitive pricing and fast shipping (e.g. FBA or local fulfillment) drive higher sales. Data‐driven marketing – tracking impressions, conversion, and inventory – helps refine campaigns.
• Prioritize top categories and trends. Focus on high‑demand segments: in MENA, fashion, beauty and electronics are surging; in APAC, social commerce is booming. Shopee (SEA’s largest marketplace) grew 41% in Q3 2024, and social media shopping (via TikTok, Instagram) may reach 20% of SEA e‑commerce by 2025. Brands should engage local influencers and social channels popular with Gen Z (e.g. TikTok Shop) to tap these trends.
• Use local trade partners or experts. Navigating each marketplace’s rules is complex. For instance, Chinese sites require local partnerships. A certified trade partner can help brands set up on Tmall, Taobao or Coupang, providing on-the-ground support. Pattern – an ecommerce partner – notes that such local expertise is critical for success in APAC’s varied marketplaces.

By combining these tactics, brand owners can build strong online sales channels. The key is treating each platform as its own "shopfront" – optimized for the region’s consumers and shopping patterns.

Even with soaring e‑commerce, brick‑and‑mortar still drives sales and brand experience. Omnichannel shoppers often research online but buy in stores (or vice versa). To integrate physical retail:

• Choose the right retail partners. Select established retailers or department stores with complementary customer bases. For sneaker or apparel brands, this might mean partnerships with regional chains (e.g. Alshaya in GCC, Uniqlo/Taobao flagship in Asia) or trendy boutiques. Local experts recommend exclusive distribution deals that ensure brand control and premium positioning.
• Co-marketing and in-store promotions. Work with retailers on joint events, pop-up shops or limited-edition drops. For example, launch collaborations or in-store demos timed with local holidays to drive foot traffic. Shared marketing (social, PR) creates buzz. The goal is to make the physical store an extension of your brand’s online presence – coherent in look, messaging and experience.
• Train store staff & ensure consistency. Educate retail employees about your products so they can sell them effectively. Consistent branding and pricing across channels builds trust (customers notice if the price differs wildly online vs offline). Use unified loyalty programs or QR codes linking in-store shoppers to online content (videos, reviews, digital catalogs). Easy in-store return/exchange for online orders (and vice versa) can also boost confidence.
• Integrate services for convenience. Many consumers now expect services like "click-and-collect" and curbside pickup. Where feasible, enable online orders to be picked up or returned at partner stores. Use physical locations as mini-warehouses: APAC retailers increasingly offer ship-from-store or onsite fulfillment for online orders. Such "phygital" approaches (e.g. in-store AR try-ons, mobile payments at checkout) can differentiate your brand and meet omnichannel expectations.

Even in tech-forward markets, physical presence remains vital. In APAC countries like Singapore and Korea, omnichannel retailing already accounts for over half of all spend. In MENA, large malls and local shops are cultural staples – combining them with e‑commerce (for example, by selling in-store vouchers or gift cards redeemable online) maximizes reach.

The most successful brands treat all channels as one ecosystem. Rather than siloing online vs store sales, integrate data and marketing:

• Consistent branding and inventory. Use a single inventory management system so stock levels and pricing are aligned. Avoid "channel conflict" by setting minimum advertised price (MAP) policies. Many retailers and marketplaces reward brands that maintain healthy supply and avoid stockouts.
• Data-driven insights. Track customer behavior across channels. Collect online and offline sales data to understand which products sell where, and tailor your strategy. A recent survey found brands that leverage multichannel analytics can adapt faster to trends.
• Customer experience. Millennials and Gen Z expect a seamless journey. Ensure marketing campaigns tie online ads to in-store promotions (e.g. QR codes on posters leading to your e‑store). Loyalty programs should reward all purchases, whether in-person or online. In China and Korea, retailers already merge loyalty data and payments digitally, which could be a model for MENA/APAC players looking to deepen customer engagement.

Importantly, omnichannel diversification builds resilience: if one channel slows, others can compensate. For example, global disruptions (like port delays) might impact exports, but local retail and e‑commerce can maintain sales momentum.

Explosive growth: MENA’s e‑commerce market exceeded $50 billion in 2024 and is projected to keep expanding into 2025. Saudi Arabia and UAE are MENA’s fastest growers, but other countries (Egypt, Morocco) are catching up. Across the Pacific, APAC is projected to contribute 64% of global retail expansion through 2029. China alone will dwarf all others, but emerging APAC markets (Indonesia, Vietnam, India) are growing even faster (often 20–30% per year).

Omnichannel adoption: In Singapore, omnichannel (online+offline) already accounts for 57.6% of retail spend. Globally, e‑commerce made up 22% of all retail in 2024 and is on track for nearly 28% by 2029. Even more striking, South Korea is set to become the first country where most retail spending is online by 2025. However, many MENA consumers remain "omnichannel converters" – they research online but buy offline (or vice versa). By 2030, MENA’s online penetration is expected to rise from ~9% to ~16% of total retail, creating a growing, digitally savvy consumer base.

Local trends: Young shoppers in both regions favor international brands and novel formats. For example, in MENA, gift and fashion marketplaces grew 25–30% last year. Brands capitalizing on social commerce (TikTok, Instagram) and quick-commerce (instant delivery) are winning loyalty. In APAC, rapid shifts in consumer loyalty ("zero consumers" who switch brands easily) mean retention strategies and community marketing are crucial.

Key Takeaway: The momentum is clear: digital adoption is sky-high, but so is the value of local touchpoints. Brands that localize their offerings, optimize each marketplace, and partner with retailers effectively will capture the lion’s share of this growth. Integrating channels is no longer optional but a driver of market leadership.

Success in MENA and APAC requires both global vision and local execution. For emerging brands, this often means working with experts who understand regional nuances. At GetDistribution.pro, our teams in the Middle East and Asia combine marketplace know-how with retail network access. We help brands optimize e-commerce listings, implement data-driven marketing, and secure premium retail partnerships tailored to each market. If you’re a brand owner seeking to expand in these fast-growing regions, reach out to our experts at GetDistribution.pro. We can co-create a strategy that balances online marketplaces with brick-and-mortar distribution – maximizing your sales and building a lasting presence in MENA and APAC.