The challenge

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Manukora identified the MENA region, particularly the UAE, as a high-potential market to expand into due to its large expat population and English language coverage. However, the expansion faced several challenges:

• Market Entry Strategy:
  Deciding between Shopify Markets and a Shopify Plus Expansion store.
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• Localisation:
  Although English is prevalent, the UAE Manukora website had to feature Arabic, accommodating right-to-left (RTL) language requirements.
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• Cost Efficiency:
  The objective of the UAE launch is to launch lean to manage costs effectively.

Our Approach:

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Atlas Ventures & Studios worked closely with Manukora to navigate these challenges and develop a robust solution that achieved all of the business objectives.

1. Shopify Plus Expansion Store

• Strategic Guidance:
  After thorough scoping, we concluded that Shopify Markets would not meet the lean implementation objectives due its limited out of the box feature set and the need for custom development. A Shopify Plus expansion store was chosen as the correct approach.
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• Base Theme Utilisation and Cost Efficiencies:
  The new UAE site was developed using the same base theme as the global site to ensure brand consistency and efficiency. Certain apps and features were stripped down to launch a leaner version of the site, passing on cost efficiencies to the client.

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2. Localisation and Arabic Language Support

• 3PL Implementation:
  Integrated a local third-party logistics provider to handle regional fulfilment.
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• Arabic Content Integration:
  Enabled capture of specific market-based profile properties through custom server-side and client-side tracking.

The Result:

• Operational Efficiency:
  Manukora now has a localised UAE website that is aligned with its global brand, facilitating easier content management and updates across UAE and the wider MENA region.
  
  
• Market Readiness:
  ‍The UAE site serves as a test ground for the MENA region, with plans to expand into Saudi Arabia and beyond.
  
  
• Cost Savings:
  The streamlined approach ensured the project was completed on time and within budget, maximising resource efficiency.
  
  

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