While it’s true that the Middle East was slow to adopt e-commerce, preferring to shop in stores than online, the pandemic has accelerated its adoption. Following various lockdowns, shoppers in the Middle East have come round to the convenience of e-commerce, while platforms have improved their usability and fulfilment.
As a result, experts have been forced to adjust their estimates. Last year, the consultancy firm Kearney revised its predictions for the e-commerce market in the Gulf region from $21bn in 2020 to $24bn. By 2025, Kearney estimates, the market in this part of the Middle East will have doubled to $50bn per year.
But there’s another opportunity on the horizon for brands an
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