An article by Mohamad Salah Khouzam, COO of the Kuwaiti online classifieds platform, 4Sale

For over 30 years, while living in Kuwait and working with international clients looking to do business in the country, I've often been asked about the key to success in sales, and more recently, specifically in the classifieds industry. Though I’m not inclined to share a detailed guide for our competitors, one valuable lesson I’ve learnt—and am happy to pass on—is the vital importance of understanding the culture in which you operate.

It might seem obvious but forgetting or ignoring the local culture of the markets you operate in can be the difference between huge success and existential failure.

To reflect on some famous examples of international businesses that launched products with campaigns that guaranteed costly embarrassment. 

Would you launch a soft drink in any country where the brand name translated into “bite the wax tadpole”? Of course not, but Coca-Cola did just that when it ran a campaign with Chinese characters that sounded like its name but meant something quite bizarre. Once aware of the problem, the drinks giant quickly changed the character's names to mean “happiness in the mouth”!

Pepsi fared no better in China, introducing a slogan that instead of meaning “Pepsi brings you back to life” actually meant “Pepsi brings your ancestors back from the grave.” 

If such big and serious companies can make errors, then anyone can. But it can work the other way too. If you genuinely seek to understand local cultural influences, you can give yourself an advantage.

Unique trends of e-commerce in the GCC

When it comes to internet shopping in the Gulf Cooperation Council (GCC) countries, it is wise to give space to locally popular verticals that might not be so important further afield, in different markets.

Buyers regularly come to 4Sale to purchase gifts, which they often choose to be delivered to the final recipient directly. We look to satisfy demand for local cultural traits and customs, which our sales data shows include Misbaha (prayer beads) and incense. Jewellery is also an important gift, often displaying cultural fashions and designs.

The timing of when to offer certain goods to a market is also important. It will vary geographically and can be significantly different north or south of the equator. Our camping season is between November-March and essentials such as satellite dishes and caravans all sell better during this period.

Thinking local means acting local. Pet adoption is on the rise in Arab countries, including Kuwait. However, while in Western countries, the mention of pet food often brings to mind cats and dogs, the situation in Kuwait is different. Although dry pet food for these animals is available, the focus tends to be more on food for larger animals like horses and camels.

As for current local trends and fashions? They are inevitably different from trends a thousand kilometres away. The distinctive Kuwaiti attire, such as the dishdasha, is a must—but maybe not if you are a business operating in the US.

Other fashions can be found in property. Currently, there is keen interest in Kuwait for transforming barns into luxurious lounges and chalets for rent. So, we have sections focusing on that—and on the supplies necessary for doing the conversions. Likewise, some people are keen to exchange properties to stay close to families or to diversify investment portfolios, so we look to make exchanges possible—rather than just sales or purchases.

Trends are often local and might be dictated by the natural environment or historical behaviours. One such trend is the attraction of sea trips—a popular leisure activity in the GCC. This can cover various separate items, including appropriate clothes, luggage and accessories.

My point is simple. We all understand trade and the act of buying and selling. But we can take behaviours for granted—that the things we do in our own locations and cultures are the same elsewhere. They are not. 

Anyone working in sales and operations who actively tackles these differences and learns to navigate them will gain a distinct advantage. Conversely, someone who overlooks these factors or, worse, gets them wrong, will fall significantly behind.

Be smart, think about the differences and make sure you understand the local language and culture. It could mean the difference between success and failure.