Fortis, a retail tech company, has entered the MENA market with a focus on bridging the digital gap for SMEs and helping them thrive amidst competition from larger enterprises and marketplaces. The company’s executive vice president, Arseny Kosenko, shared insights on why the UAE was chosen as their launch market. The UAE’s strategic location, entrepreneurship environment, and growing SME sector make it an ideal platform for business development in the region.
The MENA market boasts millions of SMEs, with numbers expected to grow significantly due to visionary policies and global projects like Expo 2020 and Expo 2030. Fortis aims to provide powerful yet user-friendly tech solutions to SMEs to enhance their competitiveness and deliver exceptional customer experiences. With a focus on simplicity and usability, Fortis targets SMEs as its primary segment but sees the potential to extend its offerings to other stakeholders in the market.
SMEs face challenges in competing with larger players who are more digitalized and equipped with advanced tools. Fortis aims to bridge this digital divide by offering an omnichannel platform that simplifies technology and makes it accessible to SMEs. Leveraging automation tools and integrations with other services, Fortis aims to empower SMEs to enhance their operations and customer engagement in the digital era.
Customer experience is crucial in today’s retail landscape, and SMEs must embrace digitalization to stay competitive. Trends like omnichannel experiences, social commerce, and personalized customer interactions are shaping the future of business operations in the MENA region. Fortis’ omnichannel platform aligns with these trends by offering a seamless shopping experience, advanced customer interaction features, and integrated AI technologies.
Fortis’ product consists of an omnichannel platform built around OMS, multichannel POS, payments, CRM, and customer engagement tools. The platform enables businesses to manage orders seamlessly across channels, interact effectively with customers, and incorporate AI-based technologies for enhanced communication and decision-making. Fortis aims to simplify technology, making it affordable and user-friendly for SMEs, especially in the MENA region.
With recent funding of $20 million in Series A, Fortis plans to prioritize the development of omnichannel capabilities, expand across the MENA region, forge strategic partnerships, and invest in brand-building initiatives. The company aims to leverage this investment to enhance its market visibility, establish collaborations with key industry players, and attract top talent to drive innovation and growth. By focusing on customer engagement, user experience, and strategic partnerships, Fortis aims to empower SMEs in the MENA market to thrive in the digital age.
