Ease of finding right items drives shoppers online in UAE and KSA

YouGov e-commerce tracker shows consumers prefer ease of online shopping and ability to find items they want

Tags: E-commerceSaudi ArabiaUnited Arab EmiratesYouGov MENA
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Ease of finding right items drives shoppers online in UAE and KSA Shoppers in the UAE and KSA prefer multi-brand, online only stores.
By  Mark Sutton Published  March 1, 2018

Online shoppers in the UAE and Saudi Arabia are driven more by ease of finding the products they want than they are by better prices online, according to a survey by YouGov.

The YouGov eCommerce Tracker found that over 50% of consumers in both countries shop online because of it makes it easier to find the items they are interested in, but only around a quarter said that better prices online was a reason for shopping online.

Around half of consumers in both countries said they prefer to shop on websites that have multiple categories and brands and are only available online, compared to retailer websites that offer multiple or single brands through a website and physical retail outlets.

The YouGov eCommerce Tracker, a syndicated study of online consumer behaviour launched in 2017, interviews 2,000 consumers every three months in the UAE and Saudi Arabia.

Electronics, particularly mobile phones are the most shopped for category online.

Shoppers in the UAE said that ease of finding products they are interested in, beign able to shop from the comfort of their own homes, better prices online, the ability to compare different items and a wider variety of styles and brands available online were their top five reasons for shopping online.

Saudi shoppers also liked the ease of finding what they wanted, but said that wider variety of styles and brands available online, the enjoyment of the online experience, no hassle from sales staff and the ability to buy more items without having to carry them home were the top five reasons for shopping online.

The UAE the results showed there isn't a particular preference over whether a website is local (38%) or international (39%) with almost equal proportions choosing each, while 24% don't have a preference. By contrast, in Saudi Arabia, most consumers prefer international sites (44%), while 26% favour local sites and 30% don't mind. The study reveals offering product variety could engage more consumers in local sites - 29% of respondents in both countries respectively choose to buy from an international site because of the product variety.

Commenting on the findings, YouGov Head of Custom Research - MENA, Nehal Jibouri said: "As one of the fastest growing ecommerce markets in the world, it's vital for businesses in the Middle East to stay shopper-ready to maintain pace. We've designed the eCommerce Tracker to provide intelligence about consumers' day-to-day online shopping preferences, aversions and limitations, both at an industry and brand specific level, so that businesses can listen, act and pre-empt customer needs. Our latest findings show variety and convenience are key to appeal to consumers in both the UAE and Saudi Arabia who want products quickly and at the right price point. However, finding the right balance of communication around

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