They are looking to replace traditional bricks-and-mortar channels that limit their global reach and enter new markets via online shopping.

The Middle East and North African region is a lucrative destination due to its burgeoning population, liquidity and rapidly adopting eCommerce. This region’s internet users have grown by 5.8% in the last five years alone.

Middle East eCommerce statistics

  • According to McKinsey, online sales are projected to grow by 20% or more per year until 2022.
  • In the UAE, respondents to a survey by McKinsey estimated that they’ve increased their online spending by 31% over the past year.
  • 62% of survey respondents said they’ve shifted to online shopping due to its convenience.
  • A survey by PwC found 92% of Middle Eastern respondents plan to continue shopping online post-COVD.
  • 51% of those surveyed by PwC said they mainly shop online for groceries.
  • 53% of respondents said they’re shopping more on their smartphone.

Considerations for selling online to the Middle East

Branding

  • Offer genuine, recognisable branded products customers know and trust.
  • Use targeted social media content to build your online image, profile and market position.  

Pricing

  • Demonstrate your product’s every day price competitive advantage – use bundles, offers and exclusive deals that immediately demonstrate value and create an immediate and memorable impression.

Service and marketing

  • Research your market. Get to know your target customer. Listen carefully to their needs and observe their behaviours.
  • Exceed and surprise your customer expectations with good service, ease of communication, speed, flexibility and options.
  • Offer a 100% satisfaction guarantee with free and easy reverse logistics.
  • Reward loyalty to encourage retention and repeat buying.
  • Collaborate with and incentivise your online community so they will want to pass on referrals.

Etiquette

  • Be aware of cultural differences.
  • Personalise your approach with tailored messaging during religious and festive occasions.
  • Advertise and promote respectfully. Avoid cynicism, shock and offensive tactics.

Entering into new markets, especially the Middle East, requires experience and understanding of how local business is done.