Innovation & digitisation in the GCC

The GCC region is well positioned to exploit the lucrative opportunities that e-commerce offers, given the generational demographic shift that we are witnessing and which will inevitably have a seismic impact on businesses for the future. Khurram Bhatti, Audit Partner, shares how innovation and digitisation is paving the way for a new group of consumers, who are playing an increasingly important role in the shifting landscape of buyer behaviours across the GCC.