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4. 4
GENERAL METHODOLOGY OF MARKET REPORTS
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.
 The reports include mainly data from the last 12 months prior to date of report publication. Exact publication dates are mentioned in every chart.

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METHODOLOGY OF THE CURRENT REPORT
 This report covers the B2C E-Commerce market in the Middle East and North Africa.
 The regional chapter opens the report, including global and regional comparisons that concern criteria related to B2C E-Commerce, such as B2C E-Commerce
sales, Internet and online shopper penetration.
 The rest of the report is divided by sub-regions and countries. In each sub-region, the countries are presented in the order of descending B2C E-Commerce
sales. Where no comparable B2C E-Commerce sales data was available, the related criteria, such as online shopper penetration, Internet penetration and
population size were considered.
 Each country chapter starts with an overview of the development of B2C E-Commerce in the respective country with international comparisons.
 Following that, where available, information about trends, sales & shares, users & shoppers, products, payment, delivery and players is presented. Not all of
these sections are included for each of the covered countries, due to varying data availability.
 The “Trends” section includes an information related to important market trends, such as cross-border B2C E-Commerce and M-Commerce.
 The section “Sales & Shares” covers the development of E-Commerce sales or E-Commerce payment transactions. Where available, the E-Commerce share of
total retail is included.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is provided.
 Afterwards, the section “Products” shows the leading product categories purchased by online shoppers.
 The next two sections, “Payment” and “Delivery”, cover information related to delivery and payment methods most used by online shoppers.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as E-Commerce website rankings, featuring foreign and local
marketplaces, online and multichannel retailers, daily deals websites and online classifieds platforms.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
 B2C E-COMMERCE SALES
the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total
sales generated through B2C E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign online shops and delivered from the country where the foreign shop is based or from a central logistics
facility, i.e. across the country’s borders.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 ONLINE PAYMENT
transfer of money made over the Internet following a consumer’s payment command, includes payments for
product and service purchase in E-Commerce and M-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering
The following expressions and definitions are used in this B2C E-Commerce market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 14)
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

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TABLE OF CONTENTS (2 OF 14)
2. Regional (Cont.)
• 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

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TABLE OF CONTENTS (3 OF 14)
3. Middle East (Cont.)
3.1. UAE (Cont.)
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

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TABLE OF CONTENTS (4 OF 14)
3. Middle East (Cont.)
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

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TABLE OF CONTENTS (5 OF 14)
3. Middle East (Cont.)
3.2. Saudi Arabia (Cont.)
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

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TABLE OF CONTENTS (6 OF 14)
3. Middle East (Cont.)
3.3. Iran (Cont.)
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

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TABLE OF CONTENTS (7 OF 14)
3. Middle East (Cont.)
3.4. Israel (Cont.)
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. Products
• 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

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TABLE OF CONTENTS (8 OF 14)
3. Middle East (Cont.)
3.4. Israel (Cont.)
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

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TABLE OF CONTENTS (9 OF 14)
3. Middle East (Cont.)
3.5. Kuwait (Cont.)
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

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TABLE OF CONTENTS (10 OF 14)
3. Middle East (Cont.)
3.6. Qatar (Cont.)
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

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TABLE OF CONTENTS (11 OF 14)
3. Middle East (Cont.)
3.8. Bahrain (Cont.)
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

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TABLE OF CONTENTS (12 OF 14)
4. North Africa (Cont.)
4.1. Egypt (Cont.)
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

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TABLE OF CONTENTS (13 OF 14)
4. North Africa (Cont.)
4.1. Egypt (Cont.)
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

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TABLE OF CONTENTS (14 OF 14)
4. North Africa (Cont.)
4.2. Morocco (Cont.)
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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1. Management Summary 21– 27
2. Regional 28 – 50
3. Middle East
UAE
Saudi Arabia
Iran
Israel
Kuwait
Qatar
Jordan
Bahrain
Oman
51 – 132
51 – 62
63 – 75
76 – 89
90 – 102
103 – 110
111 – 117
118 – 122
123 – 127
128 – 132
4. North Africa
Egypt
Morocco
Tunisia
133 – 161
133 – 144
145 – 156
157 – 161

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11.4
13.6
15.8 16.5
19.6
21.641.0%
47.5%
54.1%
55.1%
63.7%
68.5%
0%
20%
40%
60%
80%
100%
0
10
20
30
40
50
2010 2011 2012 2013 2014 2015
Number of Internet Users Penetration
inmillions
in%ofPopulation
The number of Internet users in Saudi Arabia reached 21.6 million in
2015, with Internet penetration rising to 68.5%.
Saudi Arabia: Number of Internet Users, in millions, and Penetration, in % of the Population, 2010 - 2015
Source: Communications and Information Technology Commission, February 2016
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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4%
8%
8%
13%
16%
17%
18%
21%
26%
41%
42%
0% 20% 40% 60% 80% 100%
Other
Food
Pharmaceuticals
Decoration/Art Object
Cultural Object (Book, CD, Concert Ticket)
Internet Services, e.g. Accommodation
Appliances
Deal/Group Buying
Clothing, Beauty Products
Electronic Hardware
Travel or Transport Tickets
in % of Online Shoppers
“Travel or Transport Tickets” (42%) and “Electronic Hardware” (41%)
were the leading online product categories in Morocco in Feb. 2016.
Morocco: Product Categories Purchased Online, in % of Online Shoppers, February 2016
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 1,000 Internet users, conducted in February 2016; ages 16+, from 40 cities (34% Casablanca, 12% Rabat, 7% Marrakech, 6% d’Agadir; conducted
online; margin of error +/- 3%; base of respondents for this question were 531 individuals
Source: Averty, April 2016
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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