\nThe Mena region is leading in online sales, a study says.<\/p>\n
According to marketing company Admitad, the Mena region posted a 21 per cent surge in online marketplace sales last year, which hit more than $25 billion.<\/p>\n
With 29.5 per cent of all orders, the fashion category led the increase in online sales, overtaking the previous year’s leader beauty products.<\/p>\n
The fashion segment was followed by the electronics and household goods segment.<\/p>\n
An online marketplace is a site that hosts several vendors that can sell their products and services.<\/p>\n
Marketplace sales on average account for more than half of all online sales globally.<\/p>\n
The study also predicted further growth in online marketplace sales in Mena<\/a> this year.<\/p>\n \u201cMena marketplaces will see the trend of diversification of customer acquisition channels catching up in 2023 to accelerate growth,\u201d Admitad experts told Arabian Business<\/em>.<\/p>\n \u201cThe number of local content platforms and influencers in the region will also see a spike [this year], besides a rise in collaboration between brands and direct advertisers to offer rewards for orders placed,\u201d they said.<\/p>\n \u201cOne of the greatest strengths of the major marketplaces has been their efficient strategy around seasonal sales,\u201d the study said, explaining that the main factors driving the growth in sales of online marketplaces are convenient delivery options, a large selection of goods across many different categories, and aggressive and effective marketing strategies<\/a>.<\/p>\n Online recommendations hook customers<\/strong><\/p>\n While marketplaces offered a variety of rewards and promotional channels to entice customers, Mena customers preferred to follow recommendations and reviews on content platforms to firm up their purchase decisions, which accounted for 28 percent of all purchases, the study found.<\/p>\n