/ Researches / E-Commerce Insights and Best Practices in MENA 2016 | OMD
E-Commerce Insights and Best Practices in MENA 2016 | OMD
E-Commerce & Retail|MENA
MENA, Africa, Central Europe, and India combined represent only 2.5% of the global e-commerce market, indicating the tremendous growth opportunity in the region. By focusing on the MENA region, it must be noted in the following:
MENA e-commerce market grew by 23% in 2015 to reach a total size of $39B, and it’s expected to grow to $51B by 2017.
The most growth occurred in the UAE with a total size of $10.25B in 2015, followed by KSA, then Egypt.
Twitter, Instagram, and Facebook are the key social media channels used organically by almost all e-commerce players.
Almost half of the e-commerce companies surveyed are using Snapchat, and many have only recently started experimenting with the platform.
Facebook is the most common advertising platform used by marketers with a rate of 92%. Instagram and Twitter are the secondary platforms with rate of 62% and 54%.
Facebook is capturing about 2/3 of digital ad spend, with significantly smaller being spent on Instagram, Twitter and YouTube.
61% of companies surveyed have a mobile app and another 31% are currently building one.
Many of the e-commerce companies surveyed do not gather data about their customer’s age and don’t have age-specific strategies or strategies that specifically target Millennials.
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