If you aren’t re-thinking your eCommerce strategy - you’re already behind

Many eCommerce platforms and digital strategies were built for a different era, when scaling meant bolting on more tech and hoping it held together.

Things have changed. Fast-moving markets, shifting customer expectations and a wave of new platforms mean what once was ‘good enough’ can quickly become a liability. 

In MENA, growth is being driven by businesses willing to step back, challenge their assumptions and make decisions based on where they want to go.

This shift starts with the customer. Winning brands are doubling down on speed, convenience and relevance – from faster checkouts to smarter personalisation - and loyalty that actually means something. It’s not about rebuilding everything; it’s about making your digital systems work harder, where it counts.

Global eCommerce sales hit $6T last year, with 31 per cent growth expected by 2028. MENA remains a major part of the story, with online orders up by 30 per cent in 2024 and Saudi Arabia and UAE leading the way in GMV.

Government initiatives providing support for businesses undergoing digital transformations throughout MENA helped fuel this growth. Saudi Arabia’s Vision 2030 and the UAE’s Digital Economy Strategy, have supported the march towards a more streamlined and innovative digital future.

Is your eCommerce set-up built for where you want your business to go? Now’s the time to re-think your digital strategy. Here’s how forward-thinking brands are moving ahead.

From incremental improvements to a complete re-platforming, modernising a businesses’ digital eco-system involves: 

Discovery and planning

What’s slowing your business down? Where are your customers dropping off? The first step is understanding what’s really going on and blocking your growth.

That starts with a clear-eyed assessment of where you are now - from your platform’s performance to what the data’s telling you, and where internal teams see gaps or opportunities.

Wesam Lamassie, SQLI ME Business Development Director said: “You can’t move forward without first understanding where you stand.  It’s not just about the platform - it’s about what the business is trying to achieve, whether that’s revenue growth, a better customer experience, or something else entirely.

“Bringing the right stakeholders into the conversation gives a clearer picture of the business and helps shape a roadmap that reflects its real priorities.

“We recently worked with a major international brand during its discovery phase, running a series of focused workshops with our experts. It’s an opportunity to get to know the business and determine what the customer needs, not just from a technological and digital point of view, but strategically and really help it develop its digital and business roadmap.” 

Choosing the right digital strategy

Following discovery and planning, businesses can take several paths—making targeted improvements, replatforming entirely, or adopting a hybrid approach of both.

Wesam continued: “It’s not a one-approach fits all. Every business has a completely different set of needs and goals. 

“An incremental approach replaces parts of the legacy system over time—introducing modern microservices or APIs while keeping core operations running. Replatforming is a bigger step, involving a full move to a new solution—whether that’s another monolith, a SaaS platform, or a headless set-up.

“Even a full replatform can be phased to reduce risk. A hybrid approach blends both strategies - like replatforming the front-end while gradually upgrading the back-end. That’s exactly what we’ve done recently for a major B2C brand.”

Tech, integrations and solutions

Determining the right platform or tech stack can seem a complex job, but made easier by a full audit and assessment period. If you can determine where you want to get to and what your pain points have been, the right solutions are more easily identifiable. 

Wesam Lamassie said: “Are you looking to scale quickly? What features are a must-have? What is your budget? Other considerations include developer familiarity, vendor support and what integrations would support your business needs and goals. 

“When you know the answers to these, selecting the right platform, the best tech stack and planning integrations with other systems such as PIM (Product Information Manager) and ERP (Enterprise Resource Planning) becomes an easier task.

“One client came in convinced they needed a full replatform. After a deep discovery, they saw it was unnecessary. What they really needed was a headless setup to improve the customer experience.  It has paid off, with sales increasing tenfold.”

In conclusion

For many businesses, growth relies on digital commerce. Businesses need to revisit their digital strategies regularly—not just for growth, but to maintain efficiency and meet changing customer expectations.

Modernising your digital platform isn’t about chasing every new technology. It’s about understanding your unique challenges, making informed decisions, and applying practical solutions that deliver real impact.

Working with a partner like SQLI means getting expert guidance tailored to your business - backed by extensive experience across industries and technologies. We help you focus on what matters most: your goals, your customers, and a clear path forward.