Sample Report: MENA B2C E-Commerce Market 2015

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RESEARCH ON INTERNATIONAL MARKETS

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March 2015



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PREFACE

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Methodology (1 of 2)

This B2C E-Commerce Report by yStats.com is produced in a holistic approach to contain relevant information about recent market trends,

sales figures, shares, products, Internet users and Internet shoppers as well as important player news in B2C E-Commerce in the relevant

region.

This report includes the results of secondary market research: By using various sources we ensure maximum objectivity for all obtained data.

As a result companies get a precise and unbiased impression of the market situation.

The report covers the B2C E-Commerce market. It takes into account a wide definition of B2C E-Commerce, and might include mobile

commerce and social commerce. B2B E-Commerce and C2C E-Commerce are not included, unless stated otherwise.

This report contains a Management Summary, summarizing the main information provided in each chapter.

Cross referencing of data was conducted in order to ensure validity and reliability.

Besides providing information on the specific topic, every chart contains an Action Title, which summarizes the main statement of the chart and

a Sub Title, which gives information about the country, the topic, the unit or currency, and the time period the data on the chart refers to.

Furthermore, the source of information and its release date are provided on every chart. It is possible that the information included in one chart

is derived from several sources. Then, all sources are mentioned on the chart.

This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case,

multiple answers were possible, and this is then mentioned in the note of the chart.

If available, additional information about the data collection, for example the time of survey and number of people asked, 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 were mostly used. When referencing them 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 previous year was used.

This report includes mainly data from the last 12 months. The exact publication dates are mentioned in every chart.

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Methodology (2 of 2)

This report opens with a regional chapter. In this chapter, information is presented on the regional level and the countries within the region are

compared among themselves in terms of relevant B2C E-Commerce indicators, such as sales, Internet and mobile penetration and others.

The rest of the report is divided by two subregions. Within each subregion, the countries are presented in terms of descending B2C E-

Commerce sales. Where no sales data was available, other relevant indicators, such as Internet penetration and online shopper penetration

were used to rank the countries.

A top country in the subregion in terms of B2C E-Commerce sales opens the country chapters. For this country, where available, major trends

in the B2C E-Commerce market, sales figures, shares of B2C E-Commerce sales on the total retail market, main online product categories,

relevant information about Internet users, as well as payment methods was included. Furthermore, major players in the B2C E-Commerce

market were identified and presented in rankings (where available) and a text chart containing qualitative information and important news.

The information included for other countries country differed in scope due to varying data availability. For each country, a text chart with an

overview of the market and players was provided, as well as the data about Internet penetration. Other information, presented where available,

was the following: mobile penetration, B2C E-Commerce sales, online shopper penetration, motivation of consumers to shop or not to shop

online, activities carried out online aside from online shopping, such as searching for information about products and services and online

banking.

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Definitions

The following expressions and definitions are used in this B2C E-Commerce market report:

B2C E-Commerce: the sale of products (and services) through electronic transactions 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 transactions via mobile

phones.

Cross-Border B2C E-Commerce: sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered

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 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 Classifieds: websites displaying small advertisements about sale of goods and/or services, usually placed by individuals or small sellers.

Daily Deals: daily deals websites partner with local merchants to provide products and services to customers at significantly reduced price, under

the condition that a certain minimum number of buyers will purchase it and/or available for a limited period of time.

Online Payment: paying for transactions conducted through B2C E-Commerce is considered online payment. For online payment, there are

several options such as payment through PayPal, payment by credit card, through bank transfer, or with a mobile phone (“Mobile Payment”).

Mobile Payment: Wide definition of mobile payments includes payments made in remote mobile payments and payments made in-store with

mobile devices (such as with NFC and QR scanning technology). P2P mobile payment transactions might also be included.

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Table of Contents (1 of 7)

1. Management Summary

2. Regional

• Breakdown of B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2013 & 2018f

• Online Shopper Penetration, by Region, in % of Internet Users, incl. Middle East & Africa, 2013 - 2018f

• Mobile Phone Users, in millions, and Penetration, in % of Population, by Countries in the Middle East and Africa, incl. Saudi Arabia and UAE,

Ranked by Penetration in 2014, 2013 - 2018f

• Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Countries in Middle East and Africa, incl. Saudi Arabia and

UAE, Ranked by Penetration in 2014, 2013 - 2018f

• E-Commerce Sales in MENA, in USD billion, 2013 & 2020

• Breakdown of E-Commerce Sales in MENA, by B2C, B2B, G2B/C and Other, in % and in USD billion, 2020f

• Devices Used to Access the Internet in MENA, in % of Internet Users, April 2014

• Breakdown of Frequency of Shopping Online in MENA, by Selected Product Categories, in % of Internet Users, April 2014

• Internet User Penetration, in % of Individuals, by Selected Countries in MENA, 2013

• Payment Card Penetration per 100 Inhabitants, by Selected Countries in MENA, 2013

• Breakdown of E-Commerce Sales in GCC, by Countries, in % and in USD billion, 2020f

• B2C E-Commerce Sales, in USD million, by GCC Countries, 2010 - 2014e

• Share of Banked Internet Users in the Middle East Who Access the Internet to Shop Online, in %, 2012 & 2013

• Share of Online Shoppers in the Middle East Who Prefer to Shop from Local Websites Compared to Foreign Websites, in %, 2013

• Reasons for Not Shopping Online, in % of Consumers who Do Not Shop Online, by Middle East and Worldwide, 2013

• Most Offered Payment Methods in B2C E-Commerce in the Middle East, in % of Online Shops, 2012 & 2013

• Number of Internet Users, in millions, by Selected Countries in the in the Middle East, 2013

• Devices Used, in % of Surveyed Consumers, by Israel, Saudi Arabia and the UAE, March 2014

• Breakdown of Place of the Last Purchase, incl. Online, in % of Internet Users, by Israel, Saudi Arabia and the UAE, March 2014

• Share of Online Shoppers Paying with Cash on Delivery, in %, by Kuwait, UAE and Saudi Arabia, 2014e

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3. Middle East

3.1. UAE

• B2C E-Commerce Overview and International Comparisons, February 2015

• Share of Online Shoppers Buying or Browsing and Buying via Mobile Phones, in %, March 2014

• Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, March 2014

• Share of Cross-Border Online Shoppers, in % of Online Shoppers, November 2014

• Product Categories Most Purchased from Online from Overseas Websites, in % of Cross-Border Online Shoppers, November 2014

• M-Commerce Sales, in AED million, 2013 & 2014

• E-Commerce Sales, in USD billion, 2013 & 2018f

• Breakdown of E-Commerce Sales, by Airline Tickets and Other Categories, in % and in USD billion, 2013

• B2C E-Commerce Sales, in USD billion, 2010, 2012 & 2014e

• B2C E-Commerce Sales of Goods, in AED billion, 2012, 2013 & 2019f

• Share of B2C E-Commerce on Total Retail Sales of Goods, in %, 2014 & 2019

• Internet Penetration, in % of Individuals, 2010 - 2013

• Number of Internet Subscriptions, in thousands, 2012 - 2014

• Online Purchase Intention by Product Categories, in % of Online Shoppers, March 2014

• Breakdown of Online Purchase Transactions, by Product Category, 2014e

• Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 3 Months to February 2014

• Overview of B2C E-Commerce Players, February 2015

• Breakdown of B2C E-Commerce Players by Value Share, in %, 2014

• Breakdown of Businesses by Main E-Commerce Sales Method, in %, 2013

3.2. Saudi Arabia





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3. Middle East (cont.)

3.2. Saudi Arabia (cont.)

• Number of Mobile Broadband Subscriptions, in millions and in % of Population, 2010 - 2013 & Q2 2014

• B2C E-Commerce Sales, in USD million, 2010, 2012 & 2014e

• Share of B2C E-Commerce on Total Retail Sales, in %, 2013

• Number of Internet Users, in millions and in % of Population, 2010 - 2013 & Q2 2014


• Online Shopper Penetration on Adult Internet Users, in %, 2013


• Overview of B2C E-Commerce Players, February 2015

• Breakdown of the Last Online Purchase, by Website Type, in % of Online Shoppers, March 2014

3.3. Israel


• Share of Cross-Border Online Shoppers, in % of Online Shoppers, November 2014


• E-Commerce Sales, in ILS billion, 2013, 2014e & 2016f


• Activities Carried Out Online, incl. Online Shopping, in % of Internet Users, 2014

• Online Shopper Penetration, by Gender, Age Group and Per Capita Monthly Household Income, in % of Internet Users in the Relevant Group,

2012

• Product Categories Purchased Online, in % of Online Shoppers, 2013

• Share of Companies Which Use Their Websites to Sell Online, in % of Companies Which Have a Website, July 2014



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3.4. Qatar (cont.)


• Devices Used to Connect to the Internet, in % of Internet Users, 2012 & 2013

• Mobile Shopper Penetration, in % of Banked Internet Users, 2013



• Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2013

• Online Shopper Penetration, by Socio-Demographic Group, in % of Internet Users in the Relevant Group, 2013

• Reasons for Shopping Online, in % of Online Shoppers, 2013

• Reasons for Not Shopping Online, in % of People Who Do Not Shop Online, 2013

3.5. Bahrain


• Number of Mobile Broadband Subscriptions, in thousands, Q3 2013 - Q3 2014

• Activities Carried Out via Mobile Internet, incl. “Purchasing or Ordering Goods or Services”, in % of Mobile Internet Users, 2014



• Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2011 & 2014

3.6. Kuwait







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3.7. Oman


• Device Ownership, incl. Mobile, in % of Households, 2013

• Smartphone Penetration, by Gender and Age Group, in % of Individuals, 2013



• Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, by Gender, 2013

3.8. Iran


• Internet Penetration, in % of Individuals, 2009 – 2013

3.9. Jordan



• Internet Penetration, by Gender and Age, in %, 2013

• Share of Individuals Purchasing or Selling Goods and Services Online, in %, by Age and Gender, 2013

4. North Africa

4.1. Egypt

• B2C E-Commerce Overview, incl. Sales, and International Comparisons, February 2015

• Share of Mobile Internet Users on Total Internet Users, in %, Q3 2013 – Q3 2014

• Share of Online Shoppers Purchasing from Foreign Online Shops, in %, 2013



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4. North Africa (cont.)

4.1. Egypt

• Share of Mobile Internet Users Comparing Prices and Product Reviews Online while Being in Store, by Total Mobile Phone Users and

Smartphone Users, September 2014

• Share of B2C E-Commerce on Total Retail Sales, in %, 2013


• Number of Internet Users, in millions, and in % Penetration, Q3 2013 – Q3 2014

• Number of Internet Users, in millions, 2013 - 2018f

• Online Shopper Penetration on Internet Users, in %, 2014e

• Product Categories Purchased Online, in %, 2014e

• B2C E-Commerce Players Overview, February 2015

4.2. Morocco


• Share of Mobile Phone Users who Made a Purchase or Payment via Mobile Phone, in %, and Type of Purchase or Payment Made via Mobile

Phone, in %, November 2014

• Breakdown Online Shopping Destination, in % of Online Shoppers, by Moroccan Websites and Foreign Websites, 2013

• Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in MAD million and in millions, 2011 – 2014

• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 & 2013

• Internet Penetration, by Age Group, in % of Individuals, 2013

• Internet Penetration on Households, by Technology, in %, 2011, 2012 & 2013

• Online Shopper Penetration, in % of Internet Users, 2011 - 2013

• Number of Online Shoppers, in thousands, by Shopped Once, More than Once, and Total,

• 2011, 2012 & 2013

• Barriers to Online Purchase, in % of Internet Users Who Have not Purchased Online in the Previous 12 Months, May 2013



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4. North Africa (cont.)

4.3. Tunisia



• Number of Internet Users, in millions and in % of Total Population, 2009 - 2013

• Type of Internet Access Used, in % of Internet Users, August 2014

• Value and Number of B2C E-Commerce Transactions Made with Bank Cards Issued in Morocco, in TND million and in millions, 2011 - 2013 &

January - September 2014

• Number of E-Commerce Websites and E-Commerce Sales, in TND million, 2013

4.4. Algeria





1. Management Summary

13 – 18

2. Regional

19 – 39

3. Middle East 40 – 119

3.1. UAE 40 – 59

3.2. Saudi Arabia 60 – 71

3.3. Israel 72 – 81

3.4. Qatar 82 – 91

3.5. Bahrain 92 – 98

3.6. Kuwait 99 – 103

3.7. Oman 104 – 111

3.8. Iran 112 – 114

3.9. Jordan 115 – 119

Management Summary

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4. North Africa 120 – 152

4.1. Egypt 120 – 131

4.2. Morocco 132 – 142

4.3. Tunisia 143 – 149

4.4. Algeria 150 – 152



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“Laptop/Netbook” was the device most used by Internet users in the

Arab countries of the MENA region to access the Internet in April 2014.

MENA: Devices Used to Access the Internet in MENA, in % of Internet Users, April 2014

42%

50%

61%

24%

19%

0% 20% 40% 60% 80% 100%

Mobile Phone

Tablet

Smartphone

Desktop Computer

Laptop/Netbook

Note: does not add up to 100% due to multiple answers possible

Survey: based on a survey of 3,000 respondents from over 20 countries in the Arab region; Egypt (22%), Saudi Arabia (20%) and the UAE (11%) had the largest share of respondents;

the respondents were primarily Internet users, 75% male, 44% in the ages between 25 and 34 and 79% from urban areas; conducted between March and April 2014

Source: Mohammed bin Rashid School of Government, Bayt.com, 2014

in % of Internet Users



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Online shopper penetration in Morocco more than doubled in 2013,

with 9% of Internet users purchasing or ordering goods online.

Morocco: Online Shopper Penetration, in % of Internet Users, 2011 - 2013

in %

of In

div

iduals

2% 4%9%

0%

20%

40%

60%

80%

100%

2011 2012 2013

Definition: Internet users who used the Internet to purchase or order online (usage of online travel services was a separate category, reaching 7% in 2013)

Survey: based on a survey of individuals and households, conducted in Q1 of 2012, 2013 and 2014; ages 12-65; in 2014, the number of individuals and households participating in the

survey amounted to 1,823

Source: Agence Nationale de Reglementation des Telecommunications (ANRT), May 2013, June 2014



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