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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
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
reported 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 include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 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.
Chart Types
 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.
Report Structure
 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.
Notes and Currency Values
 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 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. In the Management Summary, the average exchange rates of the past 12
months were also used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in the Middle East and North Africa. The following countries were included: Bahrain, Egypt, Kuwait, Israel, Iran,
Jordan, Lebanon, Morocco, Qatar, Oman, Saudi Arabia, and the UAE. A broad definition of retail E-Commerce used by some original sources cited in this report
might include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players. Not all types of information were included for each country, due to varying data availability.
Report Structure
 The report starts with an overview of the regional E-Commerce market and country comparisons in terms of criteria relevant to B2C E-Commerce, such as sales
and Internet penetration. The rest of the report is divided into country chapters, presented in the descending order of retail E-Commerce sales. Where no
comparable E-Commerce sales figures were available, other relevant criteria were used to rank the countries, such as Internet and online shopper penetration
rates.
 Each country description starts with an overview of the market, highlighting the overall B2C E-Commerce development.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border online shopping. This information was not available
for each of the covered countries.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included, where available.
 Afterwards, the section “Products” shows the leading product categories purchased online. For some of the covered countries this information was not available.
 The next section, “Payment”, covers the payment methods most used by online shoppers, where available.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce. This information was not available for each of the covered
countries.
 Finally, the “Players” section includes information about the leading B2C E-Commerce companies, including rankings of top online shopping platforms by
website visits, where available. For the top two countries, also a text chart with a qualitative overview of competition was included.

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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). A broader definition of retail E-Commerce applied by some sources also includes consumer-
to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through 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 delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C
and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 OMNICHANNEL
an approach to retail that strives to provide the customer with the seamless shopping experience across all
retail channels, such as in-store, online and mobile.
 SOCIAL COMMERCE
the use of social media in E-Commerce transactions, where social networks and other social media platforms
assist the selling and buying of products and services online.
 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.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
The following expressions and definitions are used in this 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 10)
1. Management Summary
2. Regional
• B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2017 - 2022f
• B2C E-Commerce Sales in MENA, by Saudi Arabia, the UAE, Rest of GCC, Egypt, Rest of MENA, and Total, in USD billion, 2017 – 2022f
• B2C E-Commerce Indicators in MENA, including Online Shopper Penetration, in % of Internet Users, Annual Purchase Frequency, in Units,
Spending per Basket, in USD and B2C E-Commerce Penetration, in % of Total Retail Sales, by the UAE, Saudi Arabia and Egypt in
Comparison to the UK, China and USA, in %, 2017/2018
• B2C E-Commerce Share of Total Retail Sales in MENA, by Saudi Arabia, the UAE, GCC and MENA, in %, 2017 & 2022f
• Internet Penetration in MENA, in % of Individuals, by Selected Countries, 2017
• Mobile Internet User Penetration in MENA, in % of Individuals, by Selected Countries, June 2018
• Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2019f
• Breakdown of Devices Used for Online Shopping in the Middle East, in % of Online Shoppers, February 2018
• Share of Online Shoppers in the UAE, Saudi Arabia, Egypt and MENA Preferring Cash on Delivery, in %, 2018
• Reasons for Preferring Cash on Delivery, in % of Online Shoppers, 2018
3. Saudi Arabia
3.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, March 2019
3.2. Trends
• Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
• Breakdown of Preferred Online Shopping Destination, by International and Local Shopping Websites, in % of Online Shoppers, November 2017
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
3.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 – 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017
3.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 – 2022f
• Online Shopper Penetration, in % of Respondents, 2018e

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TABLE OF CONTENTS (2 OF 10)
3. Saudi Arabia (Cont.)
3.4. Internet Users & Online Shoppers (Cont.)
• Reasons to Switch From a Physical Store to Online Shopping, in % of Online Shoppers, 2018e
• Top Barriers to Shopping Online, by Product Category, in % of Online Shoppers, 2017
3.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2018e
• Food and Beverages E-Commerce Share of Total Food and Beverages Retail Sales, in %, 2018 & 2025f
3.6. Payment
• Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017
3.7. Delivery
• Top Drivers of Online Shopping, by Product Category, in % of Online Shoppers, 2017
3.8. Players
• B2C E-Commerce Players Overview, March 2019
• Breakdown of B2C E-Commerce Market Shares by Player Types, in %, 2017
• Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Saudi Arabia’s Share of Total Visits on
Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, February 2019
4. UAE
4.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, March 2019
4.2. Trends
• Share of Online Shoppers Who Purchased via Smartphone, in %, 2016 & 2018
• Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %,
2016 & 2018
• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018

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TABLE OF CONTENTS (3 OF 10)
4. UAE (Cont.)
4.3. Sales & Shares
• B2C E-Commerce Sales, in AED billion, 2017, 2018 & 2023f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017
4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 – 2022f
• Online Shopper Penetration, in % of Individuals, 2018e
• Top 5 Reasons For Online Shopping, in % of Online Shoppers, November 2017
4.5. Products
• Product and Service Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.6. Payment
• Share of Online Shoppers Paying by Cash on Delivery, in %, April 2018
• Breakdown of Payment Methods Used in E-Commerce, in % of Respondents, 2017 & 2018
4.7. Delivery
• Delivery-Related Options Encouraging to Online Shopping, in % of Online Shoppers, 2018
4.8. Players
• B2C E-Commerce Players Overview, March 2019
• Market Share of B2C E-Commerce Retailers by Type, in %, 2017
• Top Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, UAE’s Share of Total Visits on Desktop, in %,
Average Visit Duration, Pages Per Visit and Bounce Rate, January 2019
5. Israel
5.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2019

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TABLE OF CONTENTS (4 OF 10)
5. Israel (Cont.)
5.2. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, May 2018
• Top 3 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018
• Top 5 Drivers for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018
5.3. Sales & Shares
• B2C E-Commerce Spending, in ILS billion, 2017 & 2018
• Breakdown of B2C E-Commerce Spending by Domestic and Cross-Border, in %, 2018
5.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017
• Online Shopper Penetration, in % of Individuals, 2018e
5.5. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018e
5.6. Players
• Top 5 E-Commerce Platforms by Market Share, in %, 2017
6. Egypt
6.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, May 2019
6.2. Trends
• Breakdown of Internet Traffic by Device, in %, 2018
• Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
• Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
• Shopping-Related Activities Carried Out Online, in % of Individuals, 2018
• Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
• Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, May 2018

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TABLE OF CONTENTS (5 OF 10)
6. Egypt (Cont.)
6.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 - 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017
6.4. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Population, 2015 - 2018
• Internet Penetration, in % of Individuals, 2017 - 2022f
• Online Shopper Penetration, in % of Internet Users, 2018
• Internet Penetration, in % of Individuals, 2017 - 2022f
• Online Shopper Penetration, in % of Internet Users, 2018
6.5. Payment
• Share of Online Shoppers Paying by Cash on Delivery, in %, 2018
• Top 5 Payment Methods Used in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, May 2018
• Breakdown of Likelihood of Using Mobile Payments Next Year, in % of Internet Users, Q1 2018
6.6. Delivery
• Top Barriers to Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018
6.7. Players
• Breakdown by B2C E-Commerce Sales by Retailer Types, in %, 2017
• Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Egypt’s Share of Total Visits on Desktop, in %,
Pages Per Visit and Bounce Rate, April 2019
7. Iran
7.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
• E-Commerce Sales, in USD billion and in IRR trillion, 2017/2018
7.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2019e & 2023f
7.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017

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TABLE OF CONTENTS (6 OF 10)
7. Iran (Cont.)
7.4. Players
• Breakdown of E-Commerce Companies, by Companies Selling Goods or Services, in %, 2017/2018
• Number of Certified Online Shops, in thousands, 2013-2018e
8. Qatar
8.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
8.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 & 2022f
8.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017
8.4. Players
• Top 5 E-Commerce Websites, by Rank, March 2019
9. Kuwait
9.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
9.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 & 2020f
• B2C E-Commerce Penetration, in % of Total Retail Sales, 2017
9.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017
• Online Shopper Penetration, in % of Internet Users, 2017

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TABLE OF CONTENTS (7 OF 10)
9. Kuwait (Cont.)
9.4. Players
• Top 5 E-Commerce Websites, by Rank, March 2019
10. Morocco
10.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, May 2019
10.2. Trends
• Breakdown of Internet Traffic by Device, in %, 2018
• Smartphone Penetration, in % of Mobile Phone Owners, by Age Group and Total, March 2018
10.3. Sales & Shares
• Number of E-Commerce Transactions Made with Bank Cards, in millions, and Value, in MAD million, by Domestic Credit Cards and Domestic
and Foreign Cards (Total), 2012 – 2018
10.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017
• Online Shopper Penetration, in % of Internet Users, February 2017 & March 2018
• Online Shopper Penetration, in % of Internet Users, by Living Area and Gender, March 2018
• Breakdown of Number of Purchases Made Online per Year, in % of Online Shoppers, March 2018
10.5. Products
• Top 15 Product Categories Purchased Online, in % of Online Shoppers, March 2018
10.6. Payment
• Barriers to Shopping Online, incl. Payment-Related, in % of Internet Users, March 2018
10.7. Delivery
• Top 5 Drivers for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, March 2018
• Problems Encountered When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, March 2018

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TABLE OF CONTENTS (8 OF 10)
10. Morocco (Cont.)
10.8. Players
• Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Morocco’s Share of Total Visits on Desktop, in
%, Pages Per Visit and Bounce Rate, April 2019
11. Lebanon
11.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
11.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 & 2020f
• B2C E-Commerce Penetration, in % of Total Retail Sales, 2017
11.3. Internet Users & Online Shoppers
• Internet Penetration, by Age Group, in %, 2018
• Online Shopper Penetration, in % of Internet Users, 2017
11.4. Payment
• Share of Online Shoppers Paying Online Compared to Cash on Delivery, in %, 2017
11.5. Players
• List of Selected E-Commerce Companies, by Category, 2018
12. Jordan
12.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
12.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 & 2020f

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TABLE OF CONTENTS (9 OF 10)
12. Jordan (Cont.)
12.3. Internet Users & Online Shoppers
• Internet Penetration, by Age Group, in %, 2018
• Online Shopper Penetration, in %, 2017e
12.4. Players
• Top 5 E-Commerce Websites, by Rank, March 2019
13. Bahrain
13.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
13.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 & 2020f
• B2C E-Commerce Penetration, in % of Total Retail Sales, 2017
13.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017
• Online Shopper Penetration, in % of Internet Users, 2017
13.4. Products
• Top 5 Product Categories Purchased Online, in % of Online Shoppers, 2017
13.5. Payment
• Barriers to Shopping Online, in % of Non-Online Shoppers, 2016 & 2017
13.6. Players
• Top 5 E-Commerce Websites, by Rank, March 2019

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TABLE OF CONTENTS (10 OF 10)
14. Oman
14.1. Trends
• Breakdown of Internet Traffic by Device, in %, March 2019
14.2. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2017 & 2020f
• Retail Sales CAGR, by Store-Based and Non-Store Retail, in %, 2018-2023f
14.3. Internet Users & Online Shoppers
• Online Shopper Penetration, in %, 2017e
14.4. Players
• Top 5 E-Commerce Websites, by Rank, March 2019

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1. Management Summary 17 – 23
2. Regional 24 – 34
3. Saudi Arabia 35 – 52
4. UAE 53 – 69
5. Israel 70 – 81
6. Egypt 82 – 98
7. Iran 99 – 105
8. Qatar 106 – 110
9. Kuwait 111 – 117
10. Morocco 118 – 131
11. Lebanon 132 – 139
12. Jordan 140 – 145
13. Bahrain 146 – 154
14. Oman 155 – 160

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16%
18%
21%
33%
43%
61%
0% 25% 50% 75% 100%
Consumer durables and other large appliances
Furniture, home improvement & lawn equipment
Gifts, flowers and cakes
Fast food
Mobiles, PCs, laptops, and other small appliances
Fashion
in % of Online Shoppers
Fashion (61%) was the leading product category purchased online in
Saudi Arabia in 2018, followed by electronics (43%).
Saudi Arabia: Product Categories Purchased Online, in % of Online Shoppers, 2018
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of respondents from 250 households in Saudi Arabia, of them 92% were male and 8% were female
Source: Al Rajhi Capital, July 2018

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Cross-Border Online
Shoppers
48%
Others
52%
Almost half (48%) of online shoppers in Egypt made online
purchases cross-border during 12 months to May 2018.
Egypt: Cross-Border Online Shoppers Penetration, in % of Online Shoppers, 12 Months to May 2018
Survey: based on a survey of 34,000 Internet users in 31 markets, incl. Egypt, ages 18+, conducted between March and May 2018
Source: PayPal, Ipsos, August 2018

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