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MENA B2C E-Commerce Market 2016

  • June 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 162 pages

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.

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Table Of Contents

MENA B2C E-Commerce Market 2016
1. Management Summary
2. Regional
- Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2014 and 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 and 2015
- Internet Users in the Middle East and North Africa, in millions, 2015 and 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 and 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 and 2015
- Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
3.1.3. Sales and Shares
- E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 - 2020f
- B2C E-Commerce Share of Total Retail Sales, in %, 2015 and 2020f
3.1.4. Users and 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 and 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 and 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 and 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 and 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 and 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 and March 2015
- Top 5 Reasons for Not Shopping Online, in % of Respondents, 2012 and 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 and 2015
- Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2015
3.4.3. Sales and Shares
- B2C E-Commerce Sales, in ILS billion, 2014 - 2016f
3.4.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2010-2014
- Online Shopper Penetration, by Gender, Age Group and Total, in % of Internet Users, 2012 and 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 and Shares
- E-Commerce Transactions Number, in millions, Value, in KWD million, Average Value, in KWD, and in % Change, 2014 and 2015
3.5.4. Users and 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 and Shares
- B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2014 - 2019f
3.6.3. Users and 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 and 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 and 2015
3.8.3. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, in % of Internet Users, 2014 and 2015
3.9. Oman
3.9.1. Overview
- B2C E-Commerce Overview and International Comparisons, April 2016
3.9.2. Users and 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 and 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 and Shares
- B2C E-Commerce Sales, by Comparative Estimates, in USD million, 2013 - 2020f
4.1.4. Users and 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 and Shares
- E-Commerce Sales, in MAD billion, 2010 and 2014
4.2.4. Users and 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 and 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 and Shoppers
- Internet Subscriptions, by Fixed and Mobile, in thousands, February 2015 and February 2016
- Internet Penetration, in % of Individuals, 2010 - 2014
- Activities Carried Out Online, incl. Shopping, in % of Internet Users, 2010, 2012, 2014

Companies Mentioned
Alibaba Group, Alshop, Amazon.com, American Express, Awok.com, Bamilo, Buy2 Networks, Buzzr, DigiKala, Diner's Club, Directpay, Divar, Dubizzle, eBay, Groupon, Iyzico, JadoPado, Jamalon, Karir Marketing Company, Kianpay, MarkaVIP, MasterCard, Muscat360, Namshi, Netbarg, Panda, PayPal, PECCO, Qatar Postal Service Company, Rocket Internet, Sheypoor, ShopGo, Souq.com, Visa, Yallahoman, Zarinpal,Olx, Jumia, Opensooq.com, Hmizate, Microchoix, Hmall, Superdeal

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