Community-led commerce fuels MENA's shopping shift

Wamda

21-04-2025

An article by Irina Tatarinova, Brand Director at Flowwow
From Instagram-driven shopping to WhatsApp business groups, businesses are redefining how consumers interact, shop, and stay loyal, building communities. The studies show that 70.4% of brands are running communities to directly speak with their customers. Therefore, brands are entering the era of community commerce, a predicted $6.2 trillion market by 2030 that combines social engagement with e-commerce.
This article explores how brands across MENA are already successfully leveraging community-driven commerce and provides actionable strategies for businesses looking to tap into this growing movement.
User-Generated Content: How to Convert Your Customers Into Brand Ambassadors
Research shows that creator content is found to be twice as credible and relatable as branded content, with the creators' authenticity and relatability having a positive impact on content recall. For instance, 81% of consumers say they trust user-generated videos more than professionally created brand content or influencer marketing, and 85% think they rely on UGC videos before making a purchase. Users trust recommendations from other users, which is why it's important to inspire customers to share genuine recommendations and reviews, turning them into brand ambassadors
Thus, brands can encourage customer engagement in the shopping process and pay attention to social media mentions and posts about their brand. When you acknowledge and support this organic interaction, your audience will appreciate it and keeps coming back. As a result, it will lead to new users as well as repeat purchases.
Sephora's community strategy revolves around engagement, education, and loyalty, transforming customers into brand ambassadors via user-generated content. As a component of Sephora's loyalty program, the 'Beauty Insider community' invites members to post reviews, product recommendations, and beauty tips. Features such as the Beauty Board enable consumers to post images that highlight the brand's products, creating genuine peer-driven marketing. Furthermore, Sephora uses expert boards and live Q&A sessions to unite beauty professionals and enthusiasts. This strategy creates valuable content, builds stronger relationships, and boosts Sephora's reputation as a leading beauty brand.
Create Community Spaces With Exclusive Content
One of the most effective ways brands are building strong communities is through exclusive content and real-time engagement in private groups on platforms like WhatsApp. What once started as a marketing tool has now transformed into an exclusive space where shoppers can interact, exchange ideas, and find others who think like them. Live community support builds trust and brand loyalty, making customers feel valued and part of something special. Furthermore, they can turn into powerful, organic drivers of repeat purchases and long-term engagement.
Flowwow uses this approach by building a strong community of sellers, encouraging interactions, and creating an environment for growth by providing a platform where MENA local florists, bakers, and artisans can present their offerings and gifts. It's an opportunity for sellers to interact, exchange experiences, and offer product feedback in the marketplace—to grow business revenue, attract new partners, and build a strong network of entrepreneurs.
The Power of Live Shopping and Community Commerce
Brands have a giant opportunity to tap into the tools social media platforms already offer to bring their community commerce strategies to life. Such features as live shopping, interactive Q&A sessions, and influencer collaborations create a more engaging, real-time shopping experience, which surely builds a connection with customers. This strategy works particularly well with younger audiences; according to research, 64% of Gen Z and millennials have bought something on social media in the previous 12 months. As an example, TikTok has launched a Live Shopping revolution, transforming e-commerce in a new way. The platform allows creators and small businesses to sell products directly to an engaged audience, so brands can generate millions in sales within hours using TikTok Shop and live events.
Here's a case that shows how to transform online shopping into something more engaging: Namshi. They've taken Instagram Live and turned it into an interactive shopping experience. While shoppers scroll Instagram, they see influencers trying on clothes, answering questions, and sharing real-time recommendations.
This strategy created a new, interactive, real-time online shopping experience. Customers can now buy products they like immediately. Influencer recommendations result in higher sales and greater trust for the brand. It's a perfect example of how influencer marketing and live shopping are changing the e-commerce scene in the MENA region.
Since consumers are starting to care more about genuine recommendations and authenticity than advertisements, community commerce is the future of shopping. Therefore, brands that prioritise fostering genuine connections with consumers will emerge as leaders in the market. MENA's digital market is growing fast, and those who tap into social-driven shopping are the ones who will stay ahead. In fact, sales through social media made up 18.5% of global online sales, and this number is only going to rise. The message is clear: if you want to succeed, you need to build a community — not just a customer base.