How Can A Business Enter The MENA Market?

For businesses with global ambitions, the Middle East and North Africa (MENA) region has become one of the most exciting markets to watch — and for good reason. Home to over 500 million people and a combined GDP topping $4.2 trillion, MENA isn’t just about oil anymore. It’s a fast-evolving region where digital innovation, ambitious infrastructure projects, and economic diversification are reshaping the business landscape.

Over the past few years, countries like Saudi Arabia, the United Arab Emirates, Egypt, and Qatar have made bold moves to attract foreign investment and build future-ready economies. Think of projects like NEOM, the $500 billion futuristic city rising out of the Saudi desert, or the UAE’s aggressive push to become a global hub for fintech, Artificial Intelligence, and renewable energy. According to the World Bank, the region is bouncing back from pandemic-era slowdowns, with GDP growth expected to reach 2.7% in 2025.

What makes MENA particularly appealing is its youthful, tech-savvy population — over 60% of people are under 30, and smartphone and internet adoption rates are among the highest in the world. This has fueled a surge in industries like:

• Fintech: Rapid adoption of digital wallets, open banking, and Islamic fintech solutions is driving a market expected to surpass $3.5 billion by 2026.
• E-commerce: A booming sector set to hit $57 billion by 2026, thanks to mobile-first consumers and on-demand delivery culture.
• AI and Cloud Technologies: With countries investing billions into AI and digital transformation projects, from healthcare to logistics.
• Clean Energy: Ambitious projects like Masdar City in Abu Dhabi and large-scale solar farms in Egypt reflect the region’s pivot to sustainability.

Of course, entering the MENA market comes with its own set of challenges — from navigating regulatory frameworks to understanding cultural nuances. But for businesses willing to invest the time to localize their strategy and build the right partnerships, the opportunities are immense.

In this article, we will look at the opinions of several experts on which strategies a business should use to enter a new market and which technologies are the future of the region.

Sienna Hart, PR Director & Head of Digital Marketing at Chatrandom, notes the following:

What should a business do to enter the MENA market?

“First, establish within a Free Zone, like Dubai’s DIFC or ADGM. They offer 100% foreign ownership, tax exemptions, and streamlined licensing, critical for avoiding bureaucratic hurdles. 

Second, embed cultural intelligence. While the region is modernizing rapidly, traditional values underpin business conduct. We adapted Chatrandom’s onboarding to avoid imagery conflicting with modesty norms and scheduled campaigns around Ramadan. 

Third, integrate crypto capabilities early. MENA region is emerging as a global leader in crypto adoption, driven by progressive virtual asset laws in the UAE and Saudi Arabia’s ambitious blockchain projects like those within NEOM. Supporting crypto payments is expected.”

Omar Malaika, Co-Founder of Soluky Pet, adds:

“In order to penetrate the MENA market, it is crucial for a business to conduct thorough market research for each country’s specific consumer habits as well as their legal frameworks. Due to the importance of personal relationships in business within the region, establishing local partnerships through distribution, joint ventures or licensing is crucial. Further, adapting products or services and meeting cultural as well as legal standards (especially around content, packaging, and compliance) is critical. Lastly, utilizing some government-sponsored programs such as free zones in the UAE or incentives from Saudi Vision 2030 will lower barriers to entry while providing some financial or logistical benefits.

If we talk about the current business strategies, MENA countries are paying attention to innovation as well as sustainability. Saudi Arabia’s Vision 2030, for example, aims to cut down spending on oil by increasing tourism as well as tech and manufacturing. The UAE continues its strategic investment in tech and finance by modernizing regulations and building smart infrastructure. Bahrain is prioritizing fintech and digital transformation, while Qatar focuses on aggressive spending on infrastructure and strategic investments ahead of global events. There is a common focus on foreign direct investment, ease of doing business, and a more streamlined digital economy.”  

Breaking into the MENA region isn’t about showing up with a great product and hoping for the best — it’s about understanding the culture, building trust, and knowing how business really gets done here. If you’re considering expanding into this diverse and fast-changing part of the world, here are some practical, people-first strategies to keep in mind:

Find the Right Local Partner

In MENA, business is built on relationships. A strong local partner isn’t just a helpful ally — in many countries, it’s a legal requirement. But beyond compliance, the right partner will help you navigate the market, understand the culture, and connect with key players. Choose someone who shares your long-term vision and can open doors that would otherwise stay closed.

Adapt to Local Tastes and Expectations

What works in Europe, Asia, or the US won’t necessarily land the same way in the Gulf, North Africa, or the Levant. Payment preferences, languages, and even color choices in branding can differ from country to country. Spend time listening to local consumers and adjusting your offering to meet their expectations. A little localization can go a long way.

Align with National Goals

Many MENA governments have clear economic visions for the next decade — like Saudi Vision 2030 and the UAE’s national innovation strategy. These roadmaps highlight priority industries like fintech, AI, tourism, healthcare, and clean energy. Businesses that support these ambitions are more likely to receive government support, incentives, and positive public perception.

Go Digital, or Go Home

This is one of the most connected regions in the world, with social media penetration above 75% in many countries and a booming e-commerce scene. Whether you’re selling sneakers or cloud services, having a strong digital strategy is essential. Get your brand onto local platforms, work with regional influencers, and make sure your website and apps feel native to the market.

Do Your Homework on Rules and Regulations

Each country in MENA has its own legal landscape, and things can move quickly. From business licenses and tax rules to data protection laws, it’s worth working with local advisors to make sure you stay compliant and avoid costly surprises. A little upfront research saves a lot of hassle later.