Pioneering E-commerce in the UAE: The Margin Business Story

Introduction

In this installment of our Agency Spotlight Series, we sit down with Omar Angri, the CEO of Margin Business. With a decade of experience in helping Amazon sellers expand globally, Omar shares his journey, the unique services offered by Margin Business, and valuable insights into the e-commerce landscape. This interview highlights how Margin Business has carved a niche in the competitive world of e-commerce by focusing on localization, optimization, and innovative service offerings. Omar’s expertise and hands-on approach provide a blueprint for businesses looking to thrive in the UAE and beyond.

Can you tell us something about yourself?

My journey began about ten years ago. Born and raised in Germany, my language skills played a significant role in the creation of Margin Business. Around a decade ago, we noticed a significant demand for translating and localizing listings as American sellers entered the European Union. Many relied on Google Translate, which proved ineffective. We found that incorporating appropriate keywords and localization strategies significantly boosted sales. We apply the same methodology for the UAE market, where cultural nuances require customized photos and targeted approaches.

My passion for localization and understanding diverse markets is rooted in my extensive travels. Currently based in the UAE, our team of about 15 employees helps clients accurately localize their listings and optimize keywords to increase their sales. Traveling and experiencing different cultures taught us that customer needs vary by country, necessitating tailored approaches. This blend of personal and professional experiences shapes who I am and what our company stands for.

Can you introduce us to Margin Business and explain what led you to specialize in assisting Amazon sellers expand internationally, particularly from the UK and Europe to markets like the UAE and the broader Middle East and North African region?

Margin Business specializes in helping Amazon sellers expand internationally. Although we don’t handle tax-related services, we have a comprehensive network that ensures our clients receive all the necessary support. The UAE market is particularly compelling because it acts as a strategic gateway to the broader Middle Eastern market. While the UAE itself is relatively small, it serves as a crucial entry point for expanding into other regions.

We guide clients in transitioning from the US or the European Union to the UAE because there is a growing demand for expertise in this market. Many large companies aim to enter early to establish a foothold. Entering the UAE market now may not yield substantial immediate profits, but it positions businesses for significant future growth. Being an early entrant allows companies to understand the market intricacies and establish their presence before it becomes highly competitive.

Think of the UAE market like Amazon ten years ago—it’s in its early stages but has tremendous potential. Companies that invest now will likely reap significant rewards in a few years. Additionally, the UAE serves as an excellent base for expanding into other Middle Eastern markets, such as Saudi Arabia, where there are vast opportunities for various products. We assist sellers in navigating these markets, ensuring they are well-prepared for success.

Beyond language translation, what unique services does Margin Business offer that set you apart in the business landscape?

We are well-known for our localization, optimization, and translation services, which help make listings stand out with compelling photos and engaging content, ultimately driving customer purchases. However, we recently launched a new service called DIAFY (Do It All For You) Amazon, which has garnered significant interest, especially from our UAE customers.

Many clients in the UAE work long hours and lack the time or expertise to manage their Amazon accounts. They approach us for comprehensive support. With DIAFY, we offer a retainer-based service where we handle everything: identifying winning products, sourcing them, managing Amazon accounts, creating shipments, handling PPC (pay-per-click) campaigns, and producing high-quality images and listings. We take over the entire process until the items are listed and selling.

This service is unique in the UAE market. We aim to empower our clients by teaching them the process. Ideally, after three to six months, they can manage their Amazon sales independently. This approach ensures that clients learn and grow rather than becoming reliant on our services long-term. We already have numerous satisfied customers who appreciate our help in successfully entering the UAE market.

How do you modify your strategies to cater to the distinct business environment and consumer culture in the Middle East and North African region compared to Europe?

Our primary focus is twofold: the product and the cultural context. In the UAE, which has a predominantly expatriate population, we often need to adapt products and listings to suit the local market. Photos are crucial in this process. You can’t simply use photos from the US or Germany in the UAE or Saudi Arabia, as they might not be culturally appropriate. We adapt these visuals to ensure they resonate with local consumers.

For example, products such as taps for washing machines or dishwashers might not be necessary in the UAE, where household help is common, unlike in the European Union. Such cultural nuances require a tailored approach. We either educate our clients about these differences or manage the localization for them, ensuring that their listings are culturally sensitive and relevant.

Understanding the local customer behavior is vital. We help our clients identify whether their products are suitable for the UAE market or if modifications are needed. This might involve conducting a new photo shoot or rewriting listings to better fit the cultural context. These steps are essential for ensuring successful sales in the region.

By focusing on these key aspects—product relevance and cultural adaptation—we help our clients navigate the unique challenges of the Middle Eastern market and achieve success.

Can you share a particular example where you helped a client expand? If there’s a story behind it, please share.

Wow, yes, we have helped quite a lot of people over the past 10 years. One memorable example involves two baby brands we worked with that wanted to expand throughout the entire European Union. These companies were already quite large, but they sought our expertise for localization. Through our efforts, they saw a significant increase in sales.

Similarly, for the UAE market, these large companies approached us with high expectations. They aimed to minimize costs while maximizing sales, hoping for a streamlined process where everything could be handled with just a click of a button. Baby products, in particular, have proven to be very successful in these markets. There are definitely multiple success stories where we’ve significantly boosted sales for baby product companies.

What are some of the most common challenges you’ve faced throughout your journey, particularly focusing on the Middle Eastern and North African markets?

For the UAE, one of the main challenges is managing client expectations. Sellers often expect to move large volumes, similar to what they might see in the European Union or the US—like selling 200-300 units per day or per week. However, the UAE market operates differently. To achieve such high sales figures, a substantial advertising budget is required.

Another key point is that success in the Middle Eastern market takes time. It took Amazon 10 years to reach its current status. So, my best advice is to understand that nothing happens overnight. You really have to put in the effort and stay the course. This market is extremely competitive, possibly one of the most competitive environments in e-commerce today. Even established brands like Nike have to work diligently to maintain their position. It’s not just going to happen by miracle; consistent effort is crucial.

How does Margin Business approach building client relationships, especially in new and diverse territories?

Okay, so for example, just like I mentioned with our DIAFY (Do It All For You) service or in general, I am personally involved in speaking with clients. Although we have employees who handle client communication, I make it a point to engage directly with at least 50% of our clients. This personal touch is what defines Margin Business. Unlike larger agencies that rely on account managers, I prefer to take the time to walk clients through the process myself. Whether it’s a small business or a larger company looking to do significant business, I am there to guide and assist them. This hands-on approach helps build strong, trust-based relationships with our clients.

What growth opportunities do you see for e-commerce sellers in the Middle East and North African region in the coming years? How is Margin Business positioned to support these opportunities?

Okay, speaking about North Africa, for instance, we have Jumia in Morocco, which is a major player in the e-commerce business across Africa. Jumia is growing steadily, especially as more people in Morocco gain access to credit cards each year. In the rest of Africa, particularly in Nigeria, Jumia is very advanced and well-established. In Egypt, Amazon is expanding significantly due to the large population and market potential.

For the Middle East, Saudi Arabia is poised to become a dominant player in the region over the next few years. I predict that Saudi Arabia and the UAE will lead the e-commerce market, with other countries in the region buying from these markets. Due to the GCC’s streamlined rules and taxes, people within the GCC can easily order from Amazon Saudi or Amazon UAE. There likely won’t be a need for more Amazon locations in smaller countries like Qatar.

The GCC region’s strategic location offers easy access to major sourcing markets like India, Vietnam, and China. This central position makes it highly attractive for e-commerce businesses. The region is not only well-connected but also offers a significant opportunity for growth. Anyone considering entering the e-commerce market should do so now, as the Middle East is set to become a major hub within the next five years.

Is there any preliminary advice you would like to give to agencies based outside the UAE that are contemplating expanding into the UAE or the Middle East region?

My advice is to live there. You cannot run an agency effectively without spending time in the region. I recommend living there for at least a few months out of the year. This allows you to understand the culture, the people, and the market dynamics. Emiratis make up only about 9-10% of the population, so you are dealing with a diverse cultural mix. It’s essential to understand who is buying your products and how to tailor your approach to this diverse audience. Any agency looking to enter the Middle East should have a physical presence there and invest time in studying the market. This is especially true for agencies coming from the West, who will need to adapt to the local environment. If you can’t establish this understanding on your own, consider partnering with a local agency like ours to help bridge the gap.

For potential clients in the UAE and the Middle East region, what should be the first steps for engaging with Margin Business? Can you highlight what the initial collaboration looks like?

The process begins with sending us an inquiry. We will review it and get back to you via email with a few preliminary questions. If you prefer, you can also have a call with me or a team member. This initial consultation is free. We also offer a free listing analysis to identify potential mistakes and areas for improvement in your current listings.

Once we’ve had the initial consultation, we will assess your needs and tailor our approach accordingly. We don’t have a long waiting time, and you won’t be passed around between different people. We prioritize building a straightforward, strong client relationship from the start, ensuring you get the personalized attention and support you need.

Conclusion

Omar Angri’s insights highlight the importance of localization, cultural adaptation, and hands-on client relationships in achieving e-commerce success in the UAE and broader Middle Eastern markets. Margin Business stands out for its comprehensive services and commitment to empowering clients. Whether you’re a new entrant or an established player, understanding the nuances of these markets and leveraging expert support can significantly enhance your chances of success. As the e-commerce landscape in the region continues to evolve, staying ahead of the curve and investing in tailored strategies will be key to sustainable growth.

To explore more about Margin Business and see their offerings, visit their profile on Topsdraw.

For a broader view of similar agencies, check out our list of top E-Commerce Marketing agencies in UAE on our platform.

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