SlideShare a Scribd company logo
!1
Product Localisation:
How Singaporean Wego became
the biggest travel brand in Saudi Arabia
Anna Trushkina
What’s Wego?
Users looking
for travel deals
Users redirected to
a merchant site 

with the best deal
!2
!3
From a humble beginning as a start-up 

in Singapore...
Source: AppAnnie (AppStore & Google Play)
!4
Source: SimilarWeb
!5
Why Saudi Arabia?
!6
Mobile-first consumers, with smartphones being the
preferred screen for online research and shopping.
66%

smartphone penetration



75 - 99%

social media penetration



64%

mobile internet users



Source: eMarketer
KSA Population: 33M
Median Age: 30 y.o. 

!7
Digital adoption in MENA
has not followed the path typically
seen in other markets.
!8
$28.5 billion
MENA e-commerce
est. reach in 2020


!9
Source: Google Mena e-Commerce Report 2019
50% 

of e-commerce market is cross-border
(UK 13%, US 6%)
!10
Source: Google Mena e-Commerce Report 2019
You had me at hello

The importance of brand localization
!11
!12


Marketplaces are perfect
if you lack brand recognition
!13
Build a brand that inspires
trust
!14
● Presence in Offline (billboards) & TV

● Influence marketing & SMM 

(preferably in dialects)

● Customer support / Live chat in Arabic

● Reviews from local customers
!15
!16
!17
Arabic Language ‫العربية‬
!18
!19
Beware of Unconnected Letters
!20
Translating text into Arabic
is not enough
!21


direction: rtl;
unicode-bidi: bidi-override;
!22
Mirror, Mirror
!23
Mirroring Layout
(except for numbers and
untranslated text)
!24
Directional Elements
!25
Passage of Time
!26
Non-directional Elements
!27
!28


Same rules apply to any RTL language
(Farsi, Hebrew)
but be careful!
Keep geopolitics in mind
!29
Autocomplete &
Multilingual Search Functionality
!30
!31
!32
A picture is worth a thousand words
Localising images
!33
Absolute taboos:
" Women
" Politics
" Religion
" Alcohol
" Sex
!34
!35
!36
Localising the checkout process
!37
IF
You discover Middle Eastern customers bounce off your
check-out page
THEN
You might need to look into the following:
" Support payments in local currencies (SAR, AED, KWD etc)
" Make shipping cost free & look into shipping times
" Relax address format requirements (no zip codes, add space)
" Offer local payment options (SADAD, MADA, COD etc) !38
Payments (Cash on Delivery) 

62% of MENA shoppers prefer COD
vs 5% in the UK
!39
!40Source: Amadeus @ Web In Travel Conference 2019, Singapore
Keep seasonality in mind
!41
" Prayer timings
" Sunday to Thursday work
week
" Reduced hours during
Ramadan
" Picks of purchase activity
through the year
!42
!43
Electronics
Beauty
Fashion
Ramadan
and Eid
Mobile
Launches
White
Friday
Q1 Q2 Q3 Q4
Localization goes far
beyond translation


!44
There has never been
a better time for
eCommerce in MENA


!45
!46Thank you :)

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Product Localisation for Arabic-speaking markets