Both Sides of the Table: How Brand–Marketplace Dynamics Shape the Customer Experience

​The customer sees the experience. But who actually controls it?

​When a customer orders from a marketplace, the experience is shaped by more than the brand they chose. Promotions, product placement, stock availability, fulfillment, delivery, returns, reviews, and after-sales support all depend on the relationship between the brand and the marketplace.

​Join Mostafa Ahmed Taha, Head of ECommerce at Hayat, in conversation with Ahmed Mohsen, Marketing Director at Tactful AI, for a candid discussion on what really happens behind the scenes and how those decisions ultimately show up in the customer experience.

​We’ll explore:

• ​Why the brand–marketplace relationship is really a customer success problem in disguise

• ​What marketplaces prioritize when allocating support and promotions

• ​How assortment, pricing, and stock availability influence satisfaction and repeat purchase

• ​Owned channels vs. marketplace expansion: reach vs. control

• ​Managing customer expectations across Egypt, UAE, and KSA

• ​Returns, reviews, and after-sales service: who owns the customer relationship?

• ​What true success looks like when both sides align around the customer, not just the transaction