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MENA B2C E-Commerce Market 2016

MENA B2C E-Commerce Market 2016

Researchers at yStats.com foresee uptick in B2C E-Commerce sales in Middle East and North Africa

The number of Internet users in the MENA region has grown rapidly over the last five years, and some countries such as Qatar, Bahrain and the UAE have Internet penetration rates above 90%. The yStats.com report points out that online retail sales growth is also expected in the countries that have lagged in Internet penetration but where the population is now signing on.

Even though Internet connectivity will allow shopping, many existing Internet users in the countries of the region have not adapted the practice yet. In most of the countries of the Middle East and North Africa the percentage of Internet connected persons who shop online is a low two- or even one-digit number and online retail is just around a low 1% of total retail. However, recent increase in the online shopper numbers in MENA suggests that the region is poised for continued growth.

Local as well as global E-Commerce companies are prepared to benefit from the expected growth of sales. The yStats.com report names Souq.com as a regional leader in online retail; Global companies such as Aliexpress.com, Amazon.com and eBay.com are also sought by shoppers in the region.


1. Management Summary
2. Regional
Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2014 & 2019f
B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Middle East and Africa, in %, 2015e
Internet Penetration by Global Regions, incl. Middle East, Africa, May 2015
Internet Users, by Global Regions, incl. Middle East, Africa, in millions, and in % Change, 2010 & 2015
Internet Users in the Middle East and North Africa, in millions, 2015 & 2018f
E-Commerce Spending, by B2C and Other, in USD billion, 2013 - 2016f
B2C E-Commerce’s Share of Retail Sales, in %, 2015e
E-Commerce Sales in the Middle East and North Africa, by Country, incl. Egypt, Jordan, Kuwait, Lebanon, Saudi Arabia, UAE, in USD billion, 2014 & 2020f
B2C E-Commerce Index, by Algeria, Bahrain, Egypt, Iran, Israel, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, UAE, incl. Global Rank, 2016, Share of Individuals Using Internet, 2014, Share of Individuals with Credit Card, 2014, Secure Internet Servers per 1 million People, 2014, UPU Postal Reliability Score and UNCTAD B2C E-Commerce Index Value, 2015
Socio-Economic Characteristics of Selected Countries in the Middle East and North Africa, incl. Population, in millions, GDP, in USD billion, and GDP per Capita, in USD, by Algeria, Bahrain, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, UAE, 2014
Selected ICT Indicators of Country Groups in the Middle East and North Africa, incl. Population, in millions, Internet Users, in millions, Internet Penetration, in %, Installed PC Base, in millions, PC Penetration, in %, Mobile Subscriptions, in millions, Mobile Penetration, in %, by Levant, North Africa, Sudan and Yemen, GCC and Total, 2015
Internet Penetration in the Middle East and North Africa, by Country, incl. Algeria, Bahrain, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, UAE, Yemen, in % of Individuals, 2014
Breakdown of Frequency of Internet Usage in the Middle East and North Africa, by Country, incl. Algeria, Egypt, Iraq, Jordan, Kuwait, Lebanon, Mauritania, Morocco, Palestine, Saudi Arabia, Sudan, Tunisia, in % of Respondents, 2015
Internet Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE and Total for the Middle East and Africa, in millions and in % of Population, 2013 - 2019f
Mobile Phone Users and Penetration in the Middle East and Africa, by Country, incl. Egypt, Nigeria, Saudi Arabia, South Africa, UAE, and Total for the Middle East and Africa, in millions and in % of Population, 2013-2019f
Devices Used to Access the Internet in the Middle East and North Africa, by Country, incl. Egypt, Lebanon, Qatar, Saudi Arabia, Tunisia, UAE, in % of Internet Users, March 2015
Online Shoppers in the Middle East and North Africa, by Country, incl. Bahrain, Egypt, Iran, Israel, Jordan, Morocco, Oman, Qatar, Saudi Arabia, UAE, in % of Internet Users, in % of Population and in millions, 2013/2014
Breakdown of Online Shoppers in the Middle East and North Africa by Age Group and Gender, by Country, incl. Jordan, Egypt, Kuwait, Lebanon, Saudi Arabia, UAE, May 2015
Share of Online Shoppers in the Middle East and Africa Using a Smartphone to Shop Online, by Country, incl. Egypt, Israel, Nigeria, South Africa, UAE and the Global Average, in %, 12 months to October 2015
Breakdown of Frequency of Cross-Border Online Shopping in the Middle East and Africa, by Country, incl. Israel, Kenya, Nigeria, Saudi Arabia, South Africa, UAE, in % of Online Shoppers, April 2015
Breakdown of Payment Methods Used in Online Shopping in the Middle East and North Africa, by Country, incl. Egypt, Jordan, Kuwait, Lebanon, Saudi Arabia, UAE, in % of Online Shoppers, May 2015
Share of Consumers in the Middle East and North Africa Who Have Concerns about the Security of Online Shopping, in %, June 2015
3. Middle East
3.1. UAE
3.1.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2016
3.1.2. Trends
M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015
Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
3.1.3. Sales & Shares
E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 – 2020f
B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2020f
3.1.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 – 2014
3.1.5. Products
Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2014
3.1.6. Payment
Share of Online Shoppers Paying with Cash on Delivery, October 2015
3.1.7. Delivery
Share of Online Shoppers Who Collect their Online Purchase from Central Post Office or a Depot, in %, 2014
3.1.8. Players
B2C E-Commerce Players Overview, April 2016
Market Share of Top 3 B2C E-Commerce Companies, in %, 2014 & 2015
3.2. Saudi Arabia
3.2.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2016
3.2.2. Trends
Overview of B2C E-Commerce Trends, April 2016
Breakdown of Internet Traffic, by Device, in %, 2015
3.2.3. Sales & Shares
E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 – 2020f
B2C E-Commerce Share of Retail Sales, in %, 2014
3.2.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of the Population, 2010 – 2015
Online Shopper Penetration, in millions and in % of Internet Users, June 2015
3.2.5. Products
Product Categories Purchased Online, in % of Online Shoppers, May 2015
3.2.6. Payment
Share of Online Shoppers Paying with Cash on Delivery, in %, 2015
3.2.7. Delivery
Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, April 2015
3.2.8. Players
B2C E-Commerce Players Overview, April 2016
Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Saudi Arabia’s Share of Website Visits, in %, April 2016
3.3. Iran
3.3.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.3.2. Trends
Smartphone Penetration, in % of Population, 2015e
3.3.3. Sales & Shares
Number of E-Commerce Payment Transactions, by Teheran, Other Provinces and Total, in millions, 2012/2013 – 2014/2015
Value of E-Commerce Transactions, by Teheran, Other Provinces and Total, in IRR trillion, 2012/2013 – 2014/2015
Online Share of All Purchase Transactions, by Transaction Number and Transaction Value, in %, 2014/2015
3.3.4. Users & Shoppers
Internet Penetration, in % of Households and in % of Individuals, 2012 – 2014
Breakdown of Internet Users, by Gender and Age Group, in %, 2013
Number of Individuals Carrying Out Shopping and Related Activities Online, by Activity, in millions and in % of Internet Users, by Male, Female and Total, 2013
3.3.5. Products
Top 5 Product Categories Purchased Online, in % of Online Shoppers, January 2016
Top 5 Product Categories that Online Shoppers in Iran Expect to Have a Greater Access to in the Next Six Months, in % of Online Shoppers, January 2016
3.3.6. Payment
Number of Online Payment Gateways, in thousands, March 2013 & March 2015
Top 5 Reasons for Not Shopping Online, in % of Respondents, 2012 & January 2016
3.3.7. Players
Top 5 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Iran’s Share of Website Visits, in %, April 2016
3.4. Israel
3.4.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.4.2. Trends
Major Reasons for Shopping Online, in % of Internet Users, July 2015
M-Commerce Share of Online Purchases, in %, 2014 & 2015
Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2015
3.4.3. Sales & Shares
B2C E-Commerce Sales, in ILS billion, 2014 - 2016f
3.4.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010-2014
Online Shopper Penetration, by Gender, Age Group and Total, in % of Internet Users, 2012 & 2013
Online Shopper Penetration, in % of Internet Users, July 2015
3.4.5. Product
Product Categories Purchased Online, in % of Online Shoppers, July 2015
3.4.6. Payment
Payment Methods Used in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, October 2015
3.4.7. Delivery
Major Criteria for Online Purchase Decision, incl. Delivery-Related, in % of Online Shoppers, 2015e
3.4.8. Players
Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Israel’s Share of Website Visits, in %, April 2016
3.5. Kuwait
3.5.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.5.2. Trends
Penetration of Internet Subscriptions with Mobile Phone Companies Compared to Internet Subscriptions with Internet Companies and Mobile Phone Subscriptions, in % of Population, 2010 – 2014
3.5.3. Sales & Shares
E-Commerce Transactions Number, in millions, Value, in KWD million, Average Value, in KWD, and in % Change, 2014 & 2015
3.5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010-2014
3.5.5. Products
Product Categories Purchased Online, in % of Online Shoppers, May 2015
3.5.6. Payment
Top 2 Payment-Related Considerations When Shopping Online, in % of Online Shoppers, 2014
3.5.7. Players
Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Kuwait’s Share of Website Visits, in %, April 2016
3.6. Qatar
3.6.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.6.2. Sales & Shares
B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2014 – 2019f
3.6.3. Users & Shoppers
Internet Penetration, in % of Individuals, 2010-2014
Breakdown of Online Shoppers by Demographic Group, Compared to Breakdown of Total Population by Demographic Group, in %, 2014
3.6.4. Products
Breakdown of B2C E-Commerce Sales, by Product Category, in %, 2014
3.6.5. Players
Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Qatar’s Share of Website Visits (Where Available), in %, April 2016
3.7. Jordan
3.7.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.7.2. Trends
Breakdown of Internet Subscriptions by Type, incl. “Mobile Broadband”, in % of Internet Subscriptions, Q4 2015
3.7.3. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Activities Carried Out Online, incl. “Buy Products”, in % of Adult Internet Users, 2014
3.8. Bahrain
3.8.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.8.2. Trends
Breakdown of Frequency of Internet Browsing via Mobile Devices, in % of Mobile Users, 2011, 2014 & 2015
3.8.3. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2015
Online Shopper Penetration, in % of Internet Users, 2014 & 2015
3.9. Oman
3.9.1. Overview
B2C E-Commerce Overview and International Comparisons, April 2016
3.9.2. Users & Shoppers
Internet Penetration, in % of Individuals, 2010-2014
Share of Internet Users who Purchase Goods/Services and/or Pay Bills Online, in %, 2014
Breakdown of the Time of the Last Online Purchase, in % of Internet Users, 2013
4. North Africa
4.1. Egypt
4.1.1. Overview
B2C E-Commerce Overview, May 2016
4.1.2. Trends
Number of Internet Subscriptions by Type, in millions, February 2015 & February 2016
Mobile Share of Online Purchases, in %, 2015e
Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
4.1.3. Sales & Shares
B2C E-Commerce Sales, by Comparative Estimates, in USD million, 2013 - 2020f
4.1.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
Number of Internet Users, in millions, and Penetration, in % of Population, 2013 - 2019f
4.1.5. Products
Top 3 Product Categories Purchased Online, by Rank, 2015e
4.1.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015e
4.1.7. Delivery
Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, in %, 2014
4.1.8. Players
Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3 Months to May 2016
4.2. Morocco
4.2.1. Overview
B2C E-Commerce Overview, May 2016
4.2.2. Trends
Activities Carried Online out via Mobile Phone, in % of Mobile Internet Users, Q4 2015
4.2.3. Sales & Shares
E-Commerce Sales, in MAD billion, 2010 & 2014
4.2.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
Online Shopper Penetration, in % of Internet Users, Q4 2015
Number of Online Shoppers, in thousands, 2011 & 2014
4.2.5. Products
Product Categories Purchased Online, in % of Online Shoppers, February 2016
4.2.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, February 2016
Number of Online Payment Transactions Made with Credit Cards, in millions, and Value, in MAD million, by Domestic Credit Cards and Domestic and Foreign Credit Cards, 2012 - 2015
4.2.7. Delivery
Breakdown of Main Criteria Considered When Shopping Online, incl. Delivery, in % of Online Shoppers, February 2016
4.2.8. Players
Top 6 Most Known Moroccan E-Commerce Websites, in % of Internet Users, February 2016
4.3. Tunisia
4.3.1. Overview
B2C E-Commerce Overview, May 2016
4.3.2. Users & Shoppers
Internet Subscriptions, by Fixed and Mobile, in thousands, February 2015 & February 2016
Internet Penetration, in % of Individuals, 2010 - 2014
Activities Carried Out Online, incl. Shopping, in % of Internet Users, 2010, 2012, 2014

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