Fast-moving consumer goods (FMCG) e-commerce sales are continuing to grow steadily across the Middle East, according to research by consumer intelligence company NielsenIQ.
While the UAE, Saudi Arabian and Turkish markets are still developing in terms of e-commerce, they maintain a solid growth performance compared to offline, according to NielsenIQ’s e-commerce director in the Middle East and Africa, Turan Konu.
“These three markets stand out globally. For those countries, the food categories stand out among the most growing groups in e-commerce,” added Mr Konu.
According to Business Wire, as the largest economy in the Middle East, Saudi Arabia offers a substantial consumer market with a growing population and a high level of disposable income.
However, it is essential to understand the market dynamics and navigate the regulatory landscape to enter the local FMCG sector successfully.
NielsenIQ‘s managing director in Turkey, Didem Şekerel Erdoğan, said: “Comparing FMCG e-commerce sales with offline sales, e-commerce growth is still ahead in many markets.
Ms Erdoğan pointed out that e-commerce growth is normalising around the world.
