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Publication•January 29, 2022
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Online Shopping: A Glimpse Into The Iraqi Customer Shopping Behavior
#Online shopping in Iraq#E-commerce in Iraq#Iraqi Consumer Behavior#Market Research Iraq
January 29, 2022Kapita Research Team
This report explores online shopping behavior in Iraq, highlighting consumer preferences, purchasing journeys, popular product categories, and payment methods shaping the Iraqi e-commerce market.
Publication Overview
January 29, 2022
This report explores online shopping behavior in Iraq, highlighting consumer preferences, purchasing journeys, popular product categories, and payment methods shaping the Iraqi e-commerce market.
Full Content
Executive Summary
Online shopping, a form of electronic commerce (e-commerce) that allows consumers access to purchase goods and services over the internet. After gaining access to internet services, and with it increasing in speed and efficiency the market for ecommerce is just booming. The journey of the online shopper starts from discovering a product of interest, the shopper then usually researches the product, looking for an equivalent product with a more favourable price or quality. When the buyer wishes to advance with their purchase, they will make a purchasing decision, which is the third step in the 4-step cycle that ends with providing feedback on the purchased product. The purpose of this research is to explore the Iraqi online consumer’s behaviour, from personal traits and needs, to triggers that result in a purchasing decision.
Iraqis are turning to online retailers for purchasing their products more each year, especially after the COVID-19 pandemic.
Here are some highlights from our research endeavor:
- The average Iraqi online shopper: Most are in their twenties, with 80% placing 1-3 orders in the past three months, typically valued at $50-$100.
- Women's attire and accessories were the top purchased items online: Over 50% of respondents purchased women's attire. Electronics, household goods, and appliances were the second most purchased categories.
- Ease of online shopping and concerns over product authenticity and quality: Convenience, availability, and accessibility drive online shopping. However, concerns about authenticity, feel, quality, and delivery hassles push shoppers to physical stores.
- Use of the internet and electronic devices: Iraqi consumers often browse products in physical stores before purchasing online. The internet is used for reviews, price comparisons, and checking specifications, primarily on smartphones.
- The Iraqi consumer takes about a week to make a purchasing decision: This varies by item cost, with more time spent on expensive items.
- Social media greatly affects the Iraqi consumer: Online product awareness, especially through social media and reviews, attracts male shoppers more. Female shoppers are more influenced by friends and family who own a product.
- Price is a greater concern for men than for women: Male consumers highly value getting a good deal. Female consumers prefer purchasing from familiar vendors more than males.
- Consumer feedback is shaping a review culture: Iraqis occasionally post reviews, usually positive or neutral, primarily on social media pages or retailer websites.
- Cash-on-delivery remains the preferred method of payment: This is due to obstacles with other online payment methods. Despite this, many Iraqi consumers purchase from international websites, often using middlemen.
Publication Information
Publication Details
Author:Kapita Research Team
Published:January 29, 2022
Category:report
Documents:1 PDF
Tags:4
Academic Metadata
Suggested Citation
Kapita Research Iraq. (2022). Online Shopping: A Glimpse Into The Iraqi Customer Shopping Behavior. Kapita Research Iraq.
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