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

The ecommerce market in the Middle East and North Africa (MENA) is growing through increased consumer adoption and large investments. According to Analysys Mason's 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.