Apr, 2020      |     By Sandeep Ganediwalla, Anuj Kumar, and Soumya Jain

How will MENA order online post COVID-19?

UAE’s internet penetration rose to 99% in 2019, while for KSA it touched 99% in 2019.


Sandeep Ganediwalla

Managing Partner

Anuj Kumar

Engagement Manager

Soumya Jain

Associate Consultant

Impact on Businesses

MENA E-tail is a $10 Bn sector led by UAE and KSA, and is expected to touch $35 Bn by 2023.

Online food delivery is also gaining popularity fast and this is being driven by changing customer behaviour and the rise of internet kitchens.

Covid-19 has had a profound impact on business in MENA. Retail is under a lot of stress as lockdowns imposed to combat Covid-19 prevents businesses from functioning normally.

However, while a lot of businesses are struggling due to the pandemic, there are quite a few of them that are actually thriving, too. For instance, e-Grocery has been the biggest beneficiary of the pandemic as people have flocked on online platforms to meet their demand for essential goods.

E-tailing, as a whole, has grown by 40% over the lockdown but not all product categories have fared well.

Online food-delivery is also under a lot of pressure as the number of daily orders have taken a massive plunge during the lockdown.

While e-tailing has seen a spike during the lockdown period, there are a few key questions for the post-Covid world that are yet to be answered.

  1. What would be the customer stickiness to the online channel?
  2. How would the e-tail sector shape up in the region?
  3. How can brands prepare?

Impact on Consumers

Covid-19 has also had a profound impact on consumer attitudes and behaviour.

Key Implications

The key questions answered in this report include: 

  1. What is the expected trajectory for e-tail post COVID-19?
  2. What are the key trends that will shape 2020?
  3. What are the different playbooks brands can use?