At our June CoE E-Commerce Event, Michael Trueschler, owner of Citruss TV, briefly discusses the lessons he learned at the event and gives a short background of his Arabic home-shopping network.

He explains that it’s critical to realize that you cannot take a model from a place like Europe and impose it on the region. MENA has its own unique challenges and opportunities, even on a country to country basis, and thus new models are necessary to target MENA consumers accurately.