Sony Middle East and Africa has said it will launch an e-commerce platform this year.
The company’s products are only available on Amazon, Noon and others in the Middle East.
The company said the Middle East market is ripe for it to start its own digital marketplace, with sales increasing much more than last year, compared to sales during the pandemic.
Sony said it recorded an overall growth of 14 per cent across key product categories in the UAE for the 2022 financial year.
“While sales of Sony’s premium soundbars saw the greatest growth of 120 per cent in MEA, growth was robust across other product categories as well, in the region: digital imaging products grew by 37 per cent, mobile audio grew by 26 per cent, and OLED and Mini LED TVs by 11 per cent,” according to a statement.
Sony MEA deputy managing director Jobin Joejoe said: “When it comes to purchasing behaviour, there has been a perceptible increase in online sales of TVs, catalysed by the mass shift to e-commerce.
As many as 20 per cent of Sony TVs sold in the region are now bought online, as compared to ten per cent pre-pandemic. However, physical retail stores continue to be the most popular choice as consumers want to experience and evaluate the features before purchasing.”
The Middle East and Africa region is one of the fastest growth areas for Sony’s large-screen TVs, particularly in the 75-inch and 85-inch screen segment, with the largest market share in the GCC, according to the statement.
Gen Z is also driving the need for an exclusive e-commerce platform, with a surge in digital content consumption such as music, gaming and social media posts.
“Sony’s purpose is to fill the world with emotion, through the power of creativity and technology. We are listening to our customers to unleash our creativity and create exceptional experiences for our community. Our business strategy will help us better serve our customer needs and provide a premium entertainment experience,” Mr Joejoe added.
