Walter Lironi, Senior Vice President, Head of Advisory and Value-Added Services, CEMEA at Visa explored how brands can navigate the evolving expectations of consumers through the adoption of innovative technologies.

Four pivotal areas are highlighted: personalization, convenience, the integration of digital and physical shopping experiences, and the paramount importance of trust in brands and payment methods. This holistic approach not only aligns with consumer demands but also sets the stage for future-proofing businesses in a rapidly changing retail environment.

Personalization is a core consumer demand, with 80% of consumers expressing a preference for personalized offers. This involves not just understanding their shopping habits and preferences but also engaging with them beyond the point of sale and integrating sustainability into brand values, as 63% of consumers have shifted towards more sustainable products, particularly significant in the GCC where 73% of consumers demand brand commitment to sustainability.

Convenience in payment options is crucial, with 70% of consumers having a preferred method. The decline of cash on delivery in favor of digital payments, including the rise of Buy Now, Pay Later services projected to reach $90 billion by 2030, underscores the shift towards more flexible financial transactions. Additionally, the blending of digital and physical shopping experiences, or “click and mortar” where consumers do not differentiate between the two shopping channels, points to a growing trend that combines the best of both worlds.

Social commerce is expected to grow to more than 60 billion, doubling again the percentage of the last two years, highlighting a significant engagement with shopping through social and messaging channels in the MENA region. This trend is driven by the integration of shopping experiences into daily social media use, requiring brands to develop strategies that leverage these platforms effectively.

Trust is a fundamental aspect of the digital commerce experience, with a focus on securing transactions against fraud and ethical handling of consumer data. With over 50% of consumers in the region having experienced scams, and 52% thinking that many sellers use data privacy policies just to protect themselves, there is a clear demand for more secure and transparent practices.