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MENA B2C E-Commerce Market 2015

MENA B2C E-Commerce Market 2015

Online retail spreads in North Africa and the Middle East

The 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.


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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