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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. The following countries were included: Bahrain, Kuwait, Israel, Iran, Lebanon, Qatar, Oman,
Saudi Arabia, and 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 8)
1. Management Summary
2. Regional
• E-Commerce Sales, by Airlines, Retail, Entertainment, and Travel, in USD billion, by Jordan, Kuwait, Lebanon, Qatar, Saudi Arabia and
UAE, in USD billion, 2016
• Internet Penetration, in % of Individuals, by Bahrain, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, Syria, UAE,
2016
• Smartphone Penetration, in % of Adults, by Jordan, Lebanon, Qatar, Saudi Arabia, and UAE, March 2017
• Devices Used to Access the Internet, in % of Adults, by Jordan, Lebanon, Qatar, Saudi Arabia, and UAE, March 2017
• Retail E-Commerce Sales in the GCC, by the UAE, Saudi Arabia and Other GCC Countries, in USD billion, 2015 – 2020f
• Breakdown of Retail E-Commerce Sales in the GCC, by Countries, in %, 2015 & 2020f
• Breakdown of Devices Used for Browsing & Researching and for Purchasing & Checkout, in % of Online Shoppers in the GCC, October
2016
• Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers in the GCC, October 2016
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers in the GCC, October 2016
• Share of Local Millennials in the GCC Buying From Local and from International Sites, in %, July 2017
• Product Categories to Purchase Online, in % of Local Millennials in the GCC, July 2017
• Top 3 Barriers to Online Shopping, in % of Local Millennials in the GCC Who Did Not Shop Online, July 2017
3. UAE
3.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
3.2. Trends
• Devices Used to Access the Internet, in % of Adults, March 2017
• Share of Online Shoppers Who Purchased via Smartphone, in %, October 2016
• Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in
%, October 2016
• Top Reasons for Buying From Top 3 Foreign Markets, in % of Online Shoppers in the UAE Buying From the Respective Market, October
2016

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TABLE OF CONTENTS (2 OF 8)
3. UAE (Cont.)
3.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, 2015 – 2020f
• E-Commerce Sales, by Airlines, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016
• B2C E-Commerce Sales, in AED billion, 2016, 2017 & 2021f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2016
3.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Online Shopper Penetration, in % of Internet Users, 2015 & 2016
• Breakdown of Preferred Channels for Shopping, by In-Store and Online, in % of Consumers, January 2017
• Breakdown of Frequency of Shopping Online, in % of Respondents, 2016
3.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016
• Top Product Categories Purchased Online, in % of Online Shoppers, 2016
3.6. Payment
• Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2016
3.7. Delivery
Retailers’ Perceptions of Customers’ Attitude to E-Commerce Delivery, in % of Respondents, October 2017
3.8. Players
• B2C E-Commerce Players Overview, January 2018
• Market Share of Amazon and Souq in B2C E-Commerce, in %, 2015 & 2016
• Top 5 Online Shopping Websites, incl. Total Number of Visits, in millions, UAE’s Share of Total Visits, in %, Average Visit Duration, Pages
Per Visit and Bounce Rate, December 2017

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TABLE OF CONTENTS (3 OF 8)
4. Saudi Arabia
4.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
4.2. Trends
• Devices Used to Connect to the Internet, in % of Adults, March 2017
• Share of Online Shoppers Who Make Purchases via Smartphone, in %, May 2017
• Share of Online Shoppers Who Purchased via Social Media Sites or Applications, in %, May 2017
• Origins of Online Purchases Made in the Previous 12 Months, in % of Online Shoppers, May 2017
4.3. Sales & Shares
• B2C E-Commerce Sales, in SAR billion, 2016 and Annual Growth Forecast for the Next Years, in %, as of August 2017
• E-Commerce Sales, by Airlines, Retail, Entertainment, and Travel, in USD billion, 2015 & 2016
• Retail E-Commerce Sales, in USD billion, 2015 – 2020f
• B2C E-Commerce Share of Total Retail Sales, in % 2017e
4.4. Users & Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2011 – 2016 & Q2 2017
• Online Shopper Penetration, in % of Respondents, May 2017
• Breakdown of Frequency of Shopping Online, in % of Online Shoppers, May 2017
• Breakdown of Perception of Security of Online Shopping, by Online Shoppers and Non-Online Shoppers, May 2017
4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016
• Channels Used to Purchase Selected Product Categories, by Online, Offline and Both, in % of Respondents, May 2017
• Channels Used to Purchase Selected Categories of Services, by Online, Offline and Both, in % of Respondents, May 2017
4.6. Payment
• Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2016
• Breakdown of Payment Methods Most Used in Online Shops According to E-Commerce Merchants, in % of Surveyed E-Commerce
Merchants, June 2017

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TABLE OF CONTENTS (4 OF 8)
4. Saudi Arabia (Cont.)
4.7. Delivery
• Problems Most Commonly Encountered by E-Commerce Merchants, in % of Surveyed E-Commerce Merchants, June 2017
4.8. Players
• B2C E-Commerce Players Overview, January 2018
• Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017
5. Israel
5.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
5.2. Trends
• Breakdown of Devices Used to Access the Internet, in % of Respondents, May 2017
• Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in
%, October 2016
• Number of Cross-Border Online Shoppers, in millions, 2013 & 2016
5.3. Sales & Shares
• B2C E-Commerce Sales, by International and Local Sites, in ILS billion, 2013 & 2016
• B2C E-Commerce Share of Total Retail Sales, in %, 2016
5.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Online Shopper Penetration, in % of Internet Users, 2016
• Number of Online Shoppers, in millions, 2013 & 2016
• Breakdown of Frequency of Online Shopping, in % of Respondents, May 2017
• Perceived Advantages of Online Shopping, in % of Internet Users, September 2016
• Perceived Disadvantages of Online Shopping, in % of Internet Users, September 2016
• Average Number of Online Purchases, per Month and per Year, September 2016
• Average Expenditure on the Last Online Purchase, in ILS, by Gender and Total, September 2016

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TABLE OF CONTENTS (5 OF 8)
5. Israel ( Cont.)
5.5. Products
• Breakdown of Spending on Selected Product Categories by Channel, According to Buyers in Each Category, in %, September 2016
5.6. Players
• Top 5 Most Visited Online Shopping Sites, by Rank, by Local and International, June 2017
6. Iran
6.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
6.2. Sales & Shares
• B2C E-Commerce Sales, in IRR billion, 2010 & 2015
• B2C E-Commerce Share of Total Retail Sales, in %, 2017e & 2019f
6.3. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Selected Types of Activities Carried Out Online, incl. E-Commerce, in % of Internet Users, March 2016
6.4. Payment
• Top 5 Merchant Acquirers, incl. Number of Transactions, in millions, Volume, in USD million, Number of Active Merchant Outlets and POS
Terminals, 2016
• Market Shares of the Top 3 Online Payment Gateway Operators, in %, December 2016
6.5. Players
• Number of Certified Online Shops, in thousands, 2013-2017e
• Number of Website Visits to Top 3 E-Commerce Websites, in millions, August 2016 & January 2017

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TABLE OF CONTENTS (6 OF 8)
7. Qatar
7.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
7.2. Trends
• Devices Used to Access the Internet, in % of Adults, March 2017
7.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, 2015 & 2020f
• B2C E-Commerce Sales, in USD billion, 2015 - 2020f
7.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 – 2016
7.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016
7.6. Payment
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
7.7. Players
• Top 5 E-Commerce Websites, by Rank, December 2017
8. Kuwait
8.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
8.2. Sales & Shares
• E-Commerce Sales, by Airlines, Retail, Entertainment, and Travel, in USD million, 2015 & 2016
• Retail E-Commerce Sales, in USD billion, 2015 & 2020f

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TABLE OF CONTENTS (7 OF 8)
8. Kuwait (Cont.)
8.3. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Online Shopper Penetration, in % of Internet Users, January 2016
• Attitudes Towards Online Shopping, in % of Respondents, January 2016
8.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016
8.5. Payment
• Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2016
9. Lebanon
9.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
9.2. Trends
• Devices Used to Access the Internet, in % of Adults, March 2017
9.3. Sales & Shares
• E-Commerce Sales, by Airlines, Retail, Entertainment, and Travel, in USD million, 2015 & 2016
9.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 – 2016
9.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016
9.6. Payment
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
• List of Selected Payment Providers, by Category, 2016

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TABLE OF CONTENTS (8 OF 8)
10. Bahrain
10.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
10.2. Trends
• Selected Device Ownership, in % of Respondents, 2016
• Mobile Shopper Penetration, in % of Respondents, 2016
10.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, 2015 & 2020f
10.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Activities Carried Out Online, incl. Online Shopping, in % of Internet Users, 2016
• Barriers to Shopping Online, in % of Non-Online Shoppers, 2016
10.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016
11. Oman
11.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, January 2018
11.2. Sales & Shares
• Retail E-Commerce Sales, in USD billion, 2015 & 2020f
11.3. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016

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1. Management Summary 15– 22
2. Regional 23– 35
3. UAE 36 – 56
4. Saudi Arabia 57 – 78
5. Israel 79 – 95
6. Iran 96 – 105
7. Qatar 106 – 114
8. Kuwait 115 – 123
9. Lebanon 124 – 132
10. Bahrain 133 – 141
11. Oman 142 – 145

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Online Shoppers Who
Make Purchases via
Smartphone
93%
Others
7%
Only 7% of online shoppers in Saudi Arabia did not use smartphones
to make purchases online, as of May 2017.
Saudi Arabia: Share of Online Shoppers Who Make Purchases via Smartphone, in %, May 2017
Survey: based on a survey of 783 individuals across the different regions of the Kingdom, conducted between April and May 2017; 66% of respondents were Saudi, 34% were
non-nationals; 55% were male and 45% female; ages 16+; the base of respondents to this question were those who purchased any products or services online in the past
12 months (397)
Source: Communications and Information Technology Commission (CITC), August 2017

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3%
15%
27%
91%
0% 20% 40% 60% 80% 100%
E-Reader
Tablet
Laptop or Desktop Computer
Smartphone
in % of Adults
“Smartphone” (91%) was by far the most popular device used by
adults in Lebanon to connect to the Internet, as of March 2017.
Lebanon: Devices Used to Access the Internet, in % of Adults, March 2017
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 1,018 individuals in Lebanon, ages 18+, including male (50%) and female (50%) respondents, conducted via face-to-face interviews between
February 22 and March 25, 2017; margin of sampling error +/-3.1 percentage points
Source: Northwestern University in Qatar, Harris Poll, Pan Arab Research Center (PARC), 2017

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