In a recent article published by Law 360, Proskauer litigation associate Courtney Bowman outlines how companies can make inroads in the e-commerce market in the Middle East and North Africa (MENA). Although often overlooked, the region’s relative wealth and level of internet penetration make its more stable areas attractive markets for those companies willing to undertake the steps necessary to understand the region’s cultural nuances and customer preferences. Two of the most significant barriers to e-commerce growth in MENA is the widespread reluctance of customers to shop online due to fears about the security of online transactions, as well as the low rate of credit card use in the region. As the article notes, however, e-commerce companies willing to offer solutions tailored to address these concerns, such as cash cards and m-payment systems, may be poised to establish a potentially lucrative presence in this part of the world.
