May 7, 2021

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by Stuart Wilson, Saturday 6 May 2017

E-commerce platform will look to build brand awareness at this week’s DISTREE Middle East event in Dubai, joining 200-plus consumer tech retail and e-tail executives at the region’s leading annual channel event. Saad Khan, CEO at, said: “ is an electronics-focused, e-commerce platform offering 5000-plus SKUs from 100-plus brands. DISTREE offers the ideal platform to meet and interact with a wide gamut of vendors and brands across the category who do not have an online presence or are looking to expand their online reach.” will use its presence at DISTREE to meet consumer tech vendors and promote its innovative business model. Retailers and e-tailers attending DISTREE Middle East can pre-schedule one-on-one meetings with senior executives from exhibiting brands.

Khan added: “The ever expanding, and advancing category of electronics is the core of our business at From phones and laptops to home appliances and accessories, we have got it all. We believe the road ahead lies in the mass market and finding niche and newer product lines that cater to the everyday person.” offer vendors, brands and distributors a 360-degree approach, which includes digital marketing, an e-commerce platform and distribution channel, all under one roof.

“The margins in the electronics category are extremely challenging, however, with the selection of niche products and a strong marketing strategy for brands, we can introduce newer product lines and categories,” explained Khan. “All you need is a vendor or a distributor who is hungry to make their presence felt in this region – we have what it takes to meet their needs.”

“The significant shift from retail to online has been further emphasised by the recent entry of Amazon into the Middle East market. As an e-commerce platform, we see a huge potential and opportunity for retailers in the online space. Consumers require a hybrid model of retail and e-commerce and we foresee an increase in purchases in the online segment,” he continued.

During the last year, expanded its operations to cater to the Saudi Arabian and Qatar markets as well as the UAE. By the end of 2017, the company plans to cover the entire Middle East region. With e-tail growing and new players emerging in this space, traditional physical retailers need to clearly define their strategy and future role within a changing consumer tech channel ecosystem.

Khan commented: “The biggest threat and challenge to the retail channel currently is the emergence of e-tail players such as Jadopado, Awok, Letstango and of course Whoopey, and the entry of global players like Amazon and the incubation of”

DISTREE Middle East 2017

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2017, including DISTREE Middle East. DISTREE Middle East 2017, which takes place from May 8th to 10th in Dubai, gathers together hundreds of senior executives from e-tailers, retailers, online marketplaces, distributors and vendors of consumer tech products. Thousands of pre-scheduled meetings take place between delegates during the event, accelerating consumer tech channel growth and development throughout the Middle East. This year’s event will also include a delegation of leading consumer tech retailers from Africa.

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May, 2021

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