Over the past decade, the Middle East has transitioned from a retail market reliant on brick-and-mortar stores to one where the click of a button has become second nature. Brick-and-mortar stores face tough competition from online platforms, leading to a transformation in consumer shopping patterns.
The e-commerce evolution in the Middle East has given rise to an era of retail that bridges tradition and technology and is projected to reach $50 billion by 2025, accord- ing to Statista. Poised for substantial growth, the path is one of transformation, innovation, and boundless possibilities driven by favorable government initiatives to promote digital economies representative of the region’s dynamic spirit and forward-looking approach.
E-commerce has had a profound impact on the Middle Eastern economy and consumer habits providing convenience, expanded product choices, and competitive prices. The region has seen an increase in digital market entrants, including super apps, social media players, aggregators, and global e-marketplaces. The acquisition of Souq.com by Amazon in 2017, along with the emergence of new platforms such as Noon, and the growth of mobile wallets, have played a pivotal role in changing perceptions of e-commerce.
This shift has pushed traditional retailers to adapt by establishing their own online presence offering omnichannel experiences and leveraging technology to enhance the customer journey. The region’s young tech-savvy population that’s spending more time online coupled with rising disposable incomes creates fertile ground for e-commerce expansion. Statistics from Checkout.com show internet penetration is close to 100% with 91% of consumers across MENA having purchased products online.
Andrey Dvoychenkov, General Manager of Arabian Peninsula and Pakistan at NielsenIQ, underlined the online journey he has observed in the region and stressed, “E-commerce in the UAE is jumping from one phase of its development to the next without even looking back.”
“Against the backdrop of an e-commerce boom, the question for brands is how to differentiate themselves from their competitors,” says Dvoychenkov. “Beyond hard tactics, namely price and promotions to meet the needs of wallet-constrained consumers, client satisfaction must be the goal of every player. This necessitates a refocus on soft tactics around products themselves, which include texture, packaging, special ingredients, the ‘brand story,’ and the overall client experience to make the in-store journey a joyful experience.”
While the Middle East e-commerce market shows tremendous potential, there are also challenges to contend with to ensure sustained growth. Enhanced cybersecurity measures and collaboration among governments and the online ecosystem to create a safe online environment are required to build consumer trust. And the region is geographically vast with varying levels of infrastructure making last-mile delivery a challenge. As the region embraces digital transformation, e-commerce will play a pivotal role in shaping the future of retail, trade, and entrepreneurship in the Middle East.
NOON
noon.com
Noon is the most favored and loved online superstore in the Middle East. Backed by Amazon, the platform brands itself as an “Arabic-first” shopping platform that offers a more regionally focused alternative to the American version. Noon.com is headquartered in Dubai and offers a wide range of products ranging from electronics and fashion to food delivery, groceries, and beauty and home essentials. The site records nearly 15 million visitors per month.
SECRET SKIN
thesecretskin.com
Secret Skin is a conscious discovery platform that connects mindful consumers to clean and conscious beauty brands from around the world. Headquartered in Sharjah, the e-commerce platform focuses on socially and environmentally conscious brands and is rooted in a mission to raise awareness about clean beauty, mindful consumption, and women’s health in the region.
NYSAA
nysaa.com
Nysaa is an omnichannel beauty and personal care retailer in the Middle East, born out of a joint venture partnership between Indian beauty giant Nykaa and The Apparel Group.
THE SKINCARE EDIT
theskincareedit.ae
Founded by an aesthetician and member of the British Cosmetology Association, The Skincare Edit is a popular online platform that provides information, reviews, and recommendations of skincare products—offering an expertly curated range of face, body, makeup, and haircare products with a skincare focus.
NAZIH
nazih.ae
Nazih.ae is the flagship e-commerce platform belonging to the Nazih Group that has been in operation since 1975 in the Middle East. Nazih is the market leader in marketing and distribution of professional beauty products, services, and equipment to salons, beauty parlors, spas, and fitness centers. Nazih brings in approximately 50,000 visitors per month.
GLAMAZLE
glamazle.com
Glamazle is an online beauty retailer based in the UAE, offering a wide range of makeup, skincare, haircare, and fragrances from global brands. Shipping to nine countries in the Middle East as well as South Africa, the platform offers convenience with competitive shipping rates and cash on delivery options, with over 1 million online visitors per month, 70% repeat customers.
POWDER BEAUTY CO.
powderbeauty.co
Powder is the region’s first and most comprehensive beauty destination for conscious products. It is best known for its expertly curated collection of beauty, skincare, and wellness products from across the globe. It takes pride in its ability to scour luxurious, indie, and disruptive global brands and bring them to Middle Eastern customers.
NICE ONE
niceonesa.com
Nice One is an online retailer for beauty and hair products, as well as beauty appliances and home accessories. This Saudi Arabian beauty company was founded in 2016 and helps residents of the MENA region stay on top of international trends. The site garners approximately 800,500 visitors per month.
APOTHECA BEAUTY
apothecabeauty.com
Apotheca beauty is a Kuwaiti-based online marketplace specializing in beauty and skincare products. The three-sister company takes pride in its personally curated selection of high-quality skincare, makeup, haircare, and wellness products. It often focuses on natural and organic products and caters specifically to customers who are looking to live and shop more sustainably.
BEAUTH ME
beauth.me
Beauth is a beauty and wellness platform and online marketplace that aims to promote mindfulness and self-care. Its expertly curated conscious beauty and wellness products are designed to support the mind, body, and soul.
BEAUTY SOLUTIONS
beautysolutions.me
Based in Dubai, Beauty Solutions is one of the top beauty shopping and retail hubs in the world and is the leading distributor and marketer of globally recognized beauty and lifestyle brands in the Middle East. Its team of international experts work together to ensure each brand’s equity in the region and continue to actively research global markets for the most innovative and pioneering products in the beauty industry.
THEKÜR
thekur.com
THEKÜR is an inclusive skincare and beauty platform that aims to cater to women of color. By understanding that a one-size-fits-all strategy doesn’t work with beauty products, the e-commerce platform aims to improve access to beauty and haircare products for individuals with melanin-rich skin and textured hair.
BEAUTY TRIBE
beautytribe.com
Beauty Tribe is an online marketplace for haircare products where all the products are handpicked by a team of salon professionals. Although best known for its wide range of global haircare products, the e-commerce site also plays host to a range of makeup, skincare, bodycare, and men’s personal care products.
PEACH
peach.shop
Peach is an Emirati-founded beauty and personal e-commerce company designed to be the go-to destination for beauty, wellness, and self-care. It provides a curated collection of emerging beauty and wellness brands and an immersive online shopping experience that prioritizes convenience and efficiency.
PROJECT BYOUTY
projectbyouty.com
Project bouty is a UAE-based online shopping platform for all things consciously beauty and wellness. The interactive e-commerce site offers a range of skincare, haircare, body-care, well-being, gifts, and baby products.
RENEEN
reneen.com
Reneen is an Egyptian online superstore that sells electronics and home essentials but also offers beauty care and medical supplies. Headquartered in Egypt, the e-commerce platform brings in over 1 million visitors per month.
