Ala'a AlSallal of Jamalon, the Amazon of the Arab World, discusses at the World Economic Forum how he found a gap in the market for online sales of Arabic language books. AlSallal explains how he works to educate the market and connect with his customers, using cash on delivery to gain consumers' trust, and using social media and events to build a relationship with his customers.

He's only 25 years old- when asked if he's ever been afraid to start up his company,  he says, "The entrepreneur's life is all about joy and fear."