The Amazon and Alabbar are set to be the main players in the ecommerce market in the Middle East and North Africa

Since 2016, Alabbar has acquired or invested in ecommerce players, logistics solutions providers, and access to talent and early-stage companies. In 2017, Amazon entered the market in the Middle East and North Africa by acquiring regional leader, along with its payments and logistics properties. This wave of acquisitions heralds strong competition for leadership in MENAs ecommerce market.

The ecommerce market in the Middle East and North Africa (MENA) is growing through increased consumer adoption and large investments. According to it, the Connected Consumer Survey 2017, 28% of respondents in MENA shop online more than once a month, up by 5 percentage points (pp) from our 2016 results. The growth in ecommerce adoption is fastest in KSA and the UAE, and it is in these countries where the largest investments have taken place in the last 2 years, pitting global ecommerce giant Amazon against Gulf area investors led by Alabbar Enterprises.

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