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MENA B2C E-Commerce Market 2015

Online retail spreads in North Africa and the Middle East

E-Commerce market in the Middle East and Africa has the potential to grow at small double-digit rates in the next five years, with the B2C segment forecasted to account for close to one-third of the total online sales in the region. Driven by improving Internet penetration, rising ownership of mobile devices and payment cards, online retail in these countries is set to boom in the near future.

The leading country in the region on many accounts is the UAE. This country has the highest Internet, mobile device and payment card penetration, which all contribute to making the UAE the market with the largest B2C E-Commerce sales. With more consumers shopping online every year, the share of B2C E-Commerce on total retail sales of goods in the UAE is forecasted to triple between 2014 and 2019. UAE is also a home market to the major E-Commerce merchant in the MENA region, Souq, with the online shops Souq.com and Sukar.com.

Saudi Arabia is another Middle Eastern country that ranks high in the MENA region by the characteristics relevant to B2C E-Commerce. M-Commerce has an especially high potential there, with more than two-thirds of online shoppers making their latest online purchase via smartphones according to a survey done last year.

Morocco and Egypt are most advanced markets in the North Africa part of the MENA region in terms of Internet penetration, which reached more than half of the population in these countries last year. Still, online shopper penetration stood at below 10%, though especially in Morocco, the number of users buying over the Internet has grown significantly. In Egypt, Facebook plays a significant role in online shopping. This social network not only generates traffic for online merchants such as Souq.com and Jumia, but is also regarded by online shoppers as a website for direct placement of orders.

Other important regional markets include Bahrain that shows one of the fastest growth rates in B2C E-Commerce sales. Qatar, the country with the third highest per capita GDP worldwide, on the other hand, had less than 20% of Internet users making purchases online, despite the fact that the majority of residents already have Internet access.

Questions Answered in This Report

  • What is the current state of the B2C E-Commerce market in the Middle East and how fast is it growing?
  • How do the countries rank in the region by various indicators relevant for B2C E-Commerce?
  • What are the sizes of different E-Commerce markets across the region?
  • Who are the major E-Commerce players in the countries of the Middle East and North Africa?

Covered Countries/Regions: MENA, Middle East, North Africa, UAE, Saudi Arabia, Israel, Qatar, Bahrain, Kuwait, Oman, Iran, Jordan, Egypt, Morocco, Tunisia, Algeria.

SAMPLES

Table of Contents

1. Management Summary

2. Regional

  • Breakdown of B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2013 & 2018f
  • Online Shopper Penetration, by Region, in % of Internet Users, incl. Middle East & Africa, 2013 - 2018f
  • Mobile Phone Users, in millions, and Penetration, in % of Population, by Countries in the Middle East and Africa, incl. Saudi Arabia and UAE, Ranked by Penetration in 2014, 2013 - 2018f
  • Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Countries in Middle East and Africa, incl. Saudi Arabia and UAE, Ranked by Penetration in 2014, 2013 - 2018f
  • E-Commerce Sales in MENA, in USD billion, 2013 & 2020
  • Breakdown of E-Commerce Sales in MENA, by B2C, B2B, G2B/C and Other, in % and in USD billion, 2020f
  • Devices Used to Access the Internet in MENA, in % of Internet Users, April 2014
  • Breakdown of Frequency of Shopping Online in MENA, by Selected Product Categories, in % of Internet Users, April 2014
  • Internet User Penetration, in % of Individuals, by Selected Countries in MENA, 2013
  • Payment Card Penetration per 100 Inhabitants, by Selected Countries in MENA, 2013
  • Breakdown of E-Commerce Sales in GCC, by Countries, in % and in USD billion, 2020f
  • B2C E-Commerce Sales, in USD million, by GCC Countries, 2010 - 2014e
  • Share of Banked Internet Users in the Middle East Who Access the Internet to Shop Online, in %, 2012 & 2013
  • Share of Online Shoppers in the Middle East Who Prefer to Shop from Local Websites Compared to Foreign Websites, in %, 2013
  • Reasons for Not Shopping Online, in % of Consumers who Do Not Shop Online, by Middle East and Worldwide, 2013
  • Most Offered Payment Methods in B2C E-Commerce in the Middle East, in % of Online Shops, 2012 & 2013
  • Number of Internet Users, in millions, by Selected Countries in the in the Middle East, 2013
  • Devices Used, in % of Surveyed Consumers, by Israel, Saudi Arabia and the UAE, March 2014
  • Breakdown of Place of the Last Purchase, incl. Online, in % of Internet Users, by Israel, Saudi Arabia and the UAE, March 2014
  • Share of Online Shoppers Paying with Cash on Delivery, in %, by Kuwait, UAE and Saudi Arabia, 2014e

3. Middle East

  • 3.1. UAE
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Share of Online Shoppers Buying or Browsing and Buying via Mobile Phones, in %, March 2014
    • Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014
    • Share of Cross-Border Online Shoppers, in % of Online Shoppers, November 2014
    • Product Categories Most Purchased from Online from Overseas Websites, in % of Cross-Border Online Shoppers, November 2014
    • M-Commerce Sales, in AED million, 2013 & 2014
    • E-Commerce Sales, in USD billion, 2013 & 2018f
    • Breakdown of E-Commerce Sales, by Airline Tickets and Other Categories, in % and in USD billion, 2013
    • B2C E-Commerce Sales, in USD billion, 2010, 2012 & 2014e
    • B2C E-Commerce Sales of Goods, in AED billion, 2012, 2013 & 2019f
    • Share of B2C E-Commerce on Total Retail Sales of Goods, in %, 2014 & 2019
    • Internet Penetration, in % of Individuals, 2010 - 2013
    • Number of Internet Subscriptions, in thousands, 2012 - 2014
    • Online Purchase Intention by Product Categories, in % of Online Shoppers, March 2014
    • Breakdown of Online Purchase Transactions, by Product Category, 2014e
    • Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 3 Months to February 2014
    • Overview of B2C E-Commerce Players, February 2015
    • Breakdown of B2C E-Commerce Players by Value Share, in %, 2014
    • Breakdown of Businesses by Main E-Commerce Sales Method, in %, 2013
  • 3.2. Saudi Arabia
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014
    • Number of Mobile Broadband Subscriptions, in millions and in % of Population, 2010 - 2013 & Q2 2014
    • B2C E-Commerce Sales, in USD million, 2010, 2012 & 2014e
    • Share of B2C E-Commerce on Total Retail Sales, in %, 2013
    • Number of Internet Users, in millions and in % of Population, 2010 - 2013 & Q2 2014
    • Internet Penetration, in % of Individuals, 2010 - 2013
    • Online Shopper Penetration on Adult Internet Users, in %, 2013
    • Breakdown of Online Purchase Transactions, by Product Category, 2014e
    • Overview of B2C E-Commerce Players, February 2015
    • Breakdown of the Last Online Purchase, by Website Type, in % of Online Shoppers, March 2014
  • 3.3. Israel
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Share of Cross-Border Online Shoppers, in % of Online Shoppers, November 2014
    • Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014
    • E-Commerce Sales, in ILS billion, 2013, 2014e & 2016f
    • Internet Penetration, in % of Individuals, 2010 - 2013
    • Activities Carried Out Online, incl. Online Shopping, in % of Internet Users, 2014
    • Online Shopper Penetration, by Gender, Age Group and Per Capita Monthly Household Income, in % of Internet Users in the Relevant Group, 2012
    • Product Categories Purchased Online, in % of Online Shoppers, 2013
    • Share of Companies Which Use Their Websites to Sell Online, in % of Companies Which Have a Website, July 2014
  • 3.4. Qatar
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Devices Used to Connect to the Internet, in % of Internet Users, 2012 & 2013
    • Mobile Shopper Penetration, in % of Banked Internet Users, 2013
    • B2C E-Commerce Sales, in USD million, 2010, 2012 & 2014e
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2013
    • Online Shopper Penetration, by Socio-Demographic Group, in % of Internet Users in the Relevant Group, 2013
    • Reasons for Shopping Online, in % of Online Shoppers, 2013
    • Reasons for Not Shopping Online, in % of People Who Do Not Shop Online, 2013
  • 3.5. Bahrain
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Number of Mobile Broadband Subscriptions, in thousands, Q3 2013 - Q3 2014
    • Activities Carried Out via Mobile Internet, incl. “Purchasing or Ordering Goods or Services”, in % of Mobile Internet Users, 2014
    • B2C E-Commerce Sales, in USD million, 2010, 2012 & 2014e
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2011 & 2014
  • 3.6. Kuwait
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • B2C E-Commerce Sales, in USD million, 2010, 2012 & 2014e
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Breakdown of Online Purchase Transactions, by Product Category, 2014e
  • 3.7. Oman
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Device Ownership, incl. Mobile, in % of Households, 2013
    • Smartphone Penetration, by Gender and Age Group, in % of Individuals, 2013
    • B2C E-Commerce Sales, in USD million, 2010, 2012 & 2014e
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, by Gender, 2013
  • 3.8. Iran
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Internet Penetration, in % of Individuals, 2009 - 2013
  • 3.9. Jordan
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Internet Penetration, by Gender and Age, in %, 2013
    • Share of Individuals Purchasing or Selling Goods and Services Online, in %, by Age and Gender, 2013

4. North Africa

  • 4.1. Egypt
    • B2C E-Commerce Overview, incl. Sales, and International Comparisons, February 2015
    • Share of Mobile Internet Users on Total Internet Users, in %, Q3 2013 - Q3 2014
    • Share of Online Shoppers Purchasing from Foreign Online Shops, in %, 2013
    • Share of Mobile Internet Users Comparing Prices and Product Reviews Online while Being in Store, by Total Mobile Phone Users and Smartphone Users, September 2014
    • Share of B2C E-Commerce on Total Retail Sales, in %, 2013
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Number of Internet Users, in millions, and in % Penetration, Q3 2013 - Q3 2014
    • Number of Internet Users, in millions, 2013 - 2018f
    • Online Shopper Penetration on Internet Users, in %, 2014e
    • Product Categories Purchased Online, in %, 2014e
    • B2C E-Commerce Players Overview, February 2015
  • 4.2. Morocco
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Share of Mobile Phone Users who Made a Purchase or Payment via Mobile Phone, in %, and Type of Purchase or Payment Made via Mobile Phone, in %, November 2014
    • Breakdown Online Shopping Destination, in % of Online Shoppers, by Moroccan Websites and Foreign Websites, 2013
    • Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in MAD million and in millions, 2011 - 2014
    • Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 & 2013
    • Internet Penetration, by Age Group, in % of Individuals, 2013
    • Internet Penetration on Households, by Technology, in %, 2011, 2012 & 2013
    • Online Shopper Penetration, in % of Internet Users, 2011 - 2013
    • Number of Online Shoppers, in thousands, by Shopped Once, More than Once, and Total, 2011, 2012 & 2013
    • Barriers to Online Purchase, in % of Internet Users Who Have not Purchased Online in the Previous 12 Months, May 2013
  • 4.3. Tunisia
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Internet Penetration, in % of Individuals, 2009 - 2013
    • Number of Internet Users, in millions and in % of Total Population, 2009 - 2013
    • Type of Internet Access Used, in % of Internet Users, August 2014
    • Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in TND million and in millions, 2011 - 2013 & January - September 2014
    • Number of E-Commerce Websites and E-Commerce Sales, in TND million, 2013
  • 4.4. Algeria
    • B2C E-Commerce Overview and International Comparisons, February 2015
    • Internet Penetration, in % of Individuals, 2009 - 2013
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