Under Armour enlists Emakina and Fluent Commerce for MENA online push
American sports equipment company Under Armour has worked with Emakina and Fluent Commerce to launch an e-commerce platform in the Middle East and North Africa (MENA) region.
The retailer has over 30 brick and mortar stores in the region, but up until now no e-commerce offering.
It stepped up its efforts in this area due to the Covid-19 crisis and the realisation it did not have a single, real-time view of its orders, customers and inventory.
“With e-commerce growth last year in MENA region outpacing UK and US markets, now is a great time to offer our customers a convenient way to interact with the Under Armour brand and purchase products by launching a localised site,” says Gaurav Sharma Retail Director at Under Armour.
“With the support of the global and regional teams we’re now implementing the Under Armour website with omnichannel capabilities, offering our customers the opportunity to shop in either English or Arabic and in their local currency.”
Emakina created the platform for Under Armour, implementing such features such as pay and collect and real-time inventory. Fluent Commerce, meanwhile, offered a customisable order management system.
The platform will launch in the United Arab Emirates and in the Kingdom of Saudi Arabia.
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