跨境电商平台出海目的地（中东市场）：行业呈现三足鼎立态势，物流和支付是竞争关键 头豹词条报告系列

Industry Overview - The Middle East e-commerce market is growing rapidly, with a market size of $29 billion in 2023, an 11.8% YoY increase [17][23] - The e-commerce penetration rate in the Middle East is only 3.6%, significantly lower than the global average of 21.9%, indicating substantial growth potential [22][23] - Key drivers include high internet penetration (58.7%), young population, and government support [22][23] Competitive Landscape - The Middle East e-commerce market is dominated by three major players: Amazon (via Souq), Noon, and Hepsiburada [45][94] - Chinese platforms like AliExpress, SHEIN, and TikTok Shop are rapidly expanding their presence in the region [45][95] - Local startups such as Floward and Nana Direct are emerging, with Saudi Arabia and UAE hosting over 1,900 and 3,000 e-commerce startups respectively [46][56] Key Players - Souq: Acquired by Amazon in 2017, it operates in multiple Middle Eastern countries with over 10 fulfillment centers and 65 delivery stations [45] - Noon: Backed by $1 billion investment, it offers fast delivery (15 minutes in some areas) and innovative payment solutions like Noon Pay [79] - AliExpress: Expanded logistics network in the Middle East, reducing delivery time from 30 to 12 days and cutting costs by 30% [45][62] - SHEIN: Focused on fashion, it ranks among the top shopping apps in the Middle East, with popular categories including party dresses and luxury men's wear [95] Market Trends - Social commerce is growing rapidly, with TikTok Shop leveraging its 130 million users in the Middle East to drive e-commerce sales [70] - Logistics remains a challenge, with delivery costs accounting for 20-30% of order value, 4-6 times higher than in China [15][59] - Payment preferences are shifting from cash-on-delivery (51%) to digital methods, with "buy now, pay later" gaining popularity [59][94] Future Outlook - The Middle East e-commerce market is projected to grow from $88.38 billion in 2024 to $236.55 billion by 2028, at a CAGR of 27.91% [69] - Infrastructure improvements, such as Saudi Arabia's $200 billion logistics investment under Vision 2030, will support market growth [70] - Emerging players like Temu and TikTok Shop are expected to capture significant market share through low-price strategies and social media integration [70]