Seamless Xtra’s Alia AlHussein interviews Laith Azab, Head of eCommerce at Lipton Teas & Infusions
As an accomplished eCommerce and Digital Marketing professional, Laith has a proven track record of driving business growth and developing successful online strategies across various markets. With over 6 years of experience in the beauty + F&B industry with L’Oreal Middle East & Lipton Arabia, he has held multiple roles in Product Management, Key Account Management, and eCommerce Leadership Roles.
In his current role as eCommerce Lead at Lipton Arabia, he is responsible for building and executing a comprehensive eCommerce strategy to achieve market leadership in the Arabia online Tea landscape.
Driving eCommerce Excellence Through Localised Strategy, Data, and Operational Rigor
1.What strategies have you found most effective in driving eCommerce growth, and how do you adapt these strategies to different markets?
Growth comes from getting the fundamentals right: Strong availability, Optimized content, Competitive pricing, & Targeted media. We focus heavily on our commercial & operational excellence ensuring we always have the right assortment available in the best way possible. We compliment our commercial & operational strategy with excellence in both digital shelf and performance marketing execution.
For different markets, we adjust based on shopper behavior and platform dynamics, whether it’s a pure player, quick-commerce or Omni-Channel customer. What drives growth in KSA might not in the UAE or Kuwait (& the same for retailers) — so we stay flexible, local, and data-informed.
2.What key metrics do you prioritize when evaluating the performance of eCommerce initiatives, and why are these metrics important?
We track category penetration %, availability, conversion rate, ROAS, share of search, & content score. These metrics help us understand the full journey—from visibility to purchase. If something’s underperforming, these KPIs tell us where the issue is and how to fix it quickly.
3.What role does data analytics play in your decision-making process for eCommerce strategies?
Data is central to every decision. We use it to spot growth opportunities, optimize media, track product performance, and test new approaches. It helps us move fast, make smarter bets, and continuously improve execution.
4.How do you ensure that your eCommerce initiatives are inclusive and cater to a diverse customer base?
We tailor our content, initiatives & messaging to reflect local languages, cultures, & shopping habits. A great example is our latest Ramadan campaign with Britannia, where we co-created a culturally relevant bundle centered around Iftar moments. We launched it in the UAE as a test market, using tailored creatives & platform-specific execution. The strong performance there motivated us to scale the partnership to Saudi, proving the value of starting local and scaling fast.
