E-commerce post-pandemic: How purchasing behaviors have changed in the Gulf

Sahl Tuesday,19 Nov 2024

E-commerce in the GCC has seen a huge evolution following the COVID-19 pandemic, with consumers’ shopping habits changing dramatically as a result of the restrictions imposed by the pandemic. These changes have not only affected the way they shop, but have also completely reshaped the market. In this article, we will explore how online stores in the GCC can adapt to these shifts to succeed in a rapidly changing environment.
1. Explosive growth in online shopping
The imposition of restrictions on movement and the closure of traditional stores have pushed consumers towards e-commerce. Online shopping has become the only option for many families, which has doubled the demand for digital goods and services. In Saudi Arabia, for example, online stores have seen a significant increase in orders for food products, home appliances, and even fashion.
What does this mean for businesses?
Companies that have been able to provide seamless and reliable services online, through their websites or apps, have benefited the most from this shift. Therefore, improving the digital shopping experience has become a priority for stores seeking to maintain this momentum.
2. Shifting priorities towards essential products
In the midst of the pandemic, customer priorities have shifted dramatically. Many of them focused on essential products such as food, sanitizers, and medical supplies, in addition to health products such as vitamins and nutritional supplements. This shift opened new doors for companies to meet these new needs by expanding their product categories.
How do companies benefit?
Focusing on marketing the most in-demand products during the pandemic, and providing flexible delivery options, enhances customer satisfaction and increases their loyalty.
3. Completely switching to mobile phones
Mobile has become the preferred tool for shopping, as statistics have shown that the majority of purchases in the Gulf countries are made via mobile applications. Customers are looking for an easy and fast experience via the phone, which requires companies to provide responsive designs that are compatible with all devices.
Tip:
Companies that develop distinctive and easy-to-use mobile applications, while providing secure payment options, can attract a larger segment of customers who prefer to shop on the go.

4. Increase focus on promotions
With the economic pressures that accompanied the pandemic, customers have become more keen to search for discounts and special offers. Offering offers such as free shipping, seasonal discounts, or gifts with every order has contributed to a significant increase in sales.
Practical example:
During periods such as Black Friday or local events, online stores in Saudi Arabia offer discounts of up to 50%, which increases the flow of orders and strengthens the customer base.
5. The importance of secure payment options and fast shipping services
Prices are no longer the most important factor in attracting customers, but flexibility and reliability in payment and delivery services have become key requirements. Customers in the Gulf tend to opt for options such as cash on delivery and local debit cards such as Mada.
What about shipping?
Fast delivery services have become a strong competitive factor. Companies that offer same-day or 24-hour shipping achieve a significant competitive advantage.
6. Social commerce as a means of engaging with customers
During the pandemic, the importance of social media has increased as a channel for shopping and communicating with customers. Through targeted advertising, it has become easier to target the right audience and enhance brand loyalty.
Practical tip:
Using platforms such as Instagram and TikTok to provide innovative and engaging content, such as promotional videos or live product experiences, helps build a strong relationship with customers.
7. Innovation to ensure sustainability
Rapid changes in the market require companies to think outside the box. Innovating in service offerings such as monthly subscriptions, or offering attractive loyalty programs, can help boost customer loyalty and increase sales in the long run.

Example:
Some stores have started offering innovative shopping experiences such as augmented reality (AR), allowing customers to virtually try products before purchasing them.

The COVID-19 pandemic has changed the game in the e-commerce market in the Gulf countries. Companies that adapt quickly to changes and invest in improving the customer experience are the ones who will succeed in maintaining and enhancing their positions.

Final recommendation: Focusing on providing an exceptional shopping experience, from the quality of products to the ease of navigation on the site, is key to achieving success in this competitive market.