1: Niche models gain traction

Noon and Amazon have emerged as the key players in the online marketplace in the region. However, niche players have also emerged who either have a specific focus on customer segment, category or business model. Some niche marketplace examples are around grocery, value focussed, pre-loved fashion and gifting:

2: Electronics continues to dominate but fashion and grocery become strong

Electronics continued to be the largest vertical followed by fashion and beauty in the region. The grocery was the fastest growing vertical at more than 60% y-o-y growth followed by home vertical.

3: Thanksgiving sales reach critical mass

Local eCommerce players have been working hard to create an event around thanksgiving for the last few years. The results of these efforts were visible this year. Majority of the customers we interviewed in UAE and KSA were interested in thanksgiving sales this year. The interest was highest in electronics in KSA and while UAE customers were most interested in Fashion.

Also, the contribution of thanksgiving e-tailing sales to UAE and KSA was higher than the same contribution in the USA.

We hope you find these insights useful. If you have any questions or want to get the detailed Etail report, please feel free to reach out to me on sandeep@redseer.com.

Read More:

       1.  E-tail – How Will MENA Order Online Post COVID-19?

       2. Online Fashion – How Will MENA Order Online Post COVID-19?


  • Sandeep is the Partner of Redseer Strategy Consultants looking at the Middle East and Africa. He has 13+ years of experience in consulting and technology.