As retailers across the Middle East prepare for 2025’s high-impact White Friday and Cyber Monday, new data from Infobip’s platform reveals significant growth in conversational messaging channels – reflecting consumers’ rising demand for real-time, personalized, and interactive engagement with brands.
Messaging Surges Amid Evolving Consumer Expectations
Infobip platform projections reveal how consumers on the Middle East prefer timely, personalized interactions across multiple channels supported by AI-powered platforms.
- WhatsApp remains a key conversational channel, with messages expected to rise 35% compared to the previous year on White Friday, and Cyber Monday volumes growing 39%.
- Email marketing experiences explosive growth on White Friday, with sends jumping 7% year-over-year – surpassing average daily November activity by over 107%.
- SMS volumes for White Friday are projected to increase 31% year-over-year, while Cyber Monday sends will surge 6%. White Friday SMS traffic is expected to be 180% above average November daily levels, and Cyber Monday 80% above.
Challenges and Opportunities for Retailers
According to Infobip’s CX Maturity report across EMEA, customer engagement remains retailers’ biggest digital challenge. 58% of brands across the region struggle to connect meaningfully with customers despite strong adoption of channels like email (90%), social media (65%), live chat (58%), SMS (56%), and WhatsApp (50%). Fragmented tech stacks deepen complexity – only 27% of retailers have fully synchronized and connected communication channels – and data being kept in separate places makes personalizing customer interactions harder.
Moreover, while 77% automate communications and 56% use AI or machine learning tools, full AI-powered support remains rare due to privacy concerns and trust issues. Only 17% use chatbots for most customer support inquiries, and just 8% use generative AI chatbots handing the majority of requests. Nearly three-quarters of retailers report technical constraints slow down marketing execution, revealing significant gaps in infrastructure and skills. As messaging volumes soar during seasonal events, the risks of poor coordination and system overload grow.
Darijan Bošković, VP of Revenue at Infobip EMEA, states: At Infobip, we understand that preparing for peak season means more than managing high message volumes – it’s about delivering seamless, personalized experiences that meet customers exactly where they are. By activating conversational commerce across WhatsApp, SMS, email, and live chat with AI-driven orchestration, retailers in the Middle East can reduce friction, enhance satisfaction, and convert seasonal demand into lasting loyalty and growth”.
