In exploring consumer behaviour across the MENA region, the gap between brick-and-mortar versus digital shopping exists even in the heaviest sales frequency categories (electronics and apparel). Despite the region’s growing e-commerce outlook (eMarketer predicts annual sales will hit $49bn by 2021), Arab consumers still hold back on digital shopping due to a variety of barriers, sceptical notions and incorrect perceptions.
What is stopping them?
Earlier this year, Choueiri Group conducted some very revealing research. Being ‘unbanked’ or financially excluded (consumers assume they cannot shop online without a credit card or bank account) stood out prominently. Despite most e-commerce platf
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