E-commerce remains the key route to market if you’re looking to sell to consumers in the Middle East, while getting into those regions requires careful selection of local partners.
That was some of the advice from a panel of experts at a webinar exploring Middle Eastern markets, hosted this week (29 April) by the Chartered Institute of Export & International Trade and Aramex.
‘From strength to strength’
Umar Butt, European regional CEO for Aramex, also spoke at the session to advise attendees on ‘unlocking’ the region.
He put the focus on e-commerce, where growth is likely to be much more rapid than in Europe, for example.
“E-commerce in the Gulf Cooperation Council (GCC) is projected to hit US$50bn in 2025, and we see this going from strength to strength. It’s a huge opportunity, not only today but moving forward.”
He highlighted a host of industries that offer growth markets in the region for UK exporters, including fashion and retail, where there is a “huge demand for Western brands”, as well as health and ‘wellness’.
Automotive and education exporters could also benefit from a renewed look at the region, Butt said.
Reputation for quality
“I cannot emphasise enough the value of the UK as a brand. It has a strong reputation not only for quality, but also for innovation,” he noted.
According to Butt, the strong bilateral trade that already exists between the UK and the GCC is built on a view of UK goods as “luxury-standard or aspirational”.
Victoria Boldison, CEO of Bolst Global, emphasised that connecting with those in organisations based in the Middle East was vital for getting your foot in the door when exporting.
“Every kind of conversation that you can have when you’re trying to develop and explore a new market can be valuable,” she said.
Knowledge power
Andy Bridges, academy trade and customs consultant at the Chartered Institute, echoed Boldison when highlighted the importance of having “knowledgeable contacts” in the region.
He also said it was important to keep up to date with changes in the trade relationship between the UK and GCC, with as both countries continue to negotiate a free trade agreement (FTA).
Bridges said there are “unique compliance requirements” for those exporting to the region to keep in mind.
These include specific product labelling standards in the UAE and “particular certifications for all imported goods” to Qatar.
Having a good understanding of these requirements as well as a freight forwarder or other intermediary with detailed knowledge can help you navigate these regional challenges, he said.
