Amazon appears to corner Middle East e-trade marketplace

Two years ago, Amazon bought Dubai-based online retailer Souq.Com for $580 million, relying on an English-Arabic language e-trade platform geared to nearby consumers. Still, analysts believe the tech massive is slowly seeking to shift site visitors onto its internet site to help US-primarily based dealers enlarge. E-trade behemoth Amazon is preparing to release a new Middle East website to broaden its enterprise inside the region. Already the sector’s largest net purchasing platform, the organization has its eye, particularly on the United Arab Emirates’ moneymaking marketplace.

Two years in the past, Amazon bought Dubai-based online retailer Souq.Com for $580 million. Until now, Amazon trusted the acquisition—an English-Arabic language e-commerce platform geared to local clients—to sell services and products inside the place. However, analysts agree that the tech massive is slowly looking to shift traffic onto its internet site to help US-based dealers make bigger while phasing out Souq.Com. The new online website could reportedly resemble the Amazon UK or Amazon Germany ones.

Amazon internet site within the US

“Amazon has achieved very little with Souq.Com thus far due to the fact the latter is already a nicely-hooked-up brand with an excellent supplier and purchaser base. So the commercial enterprise has no longer wanted lots tinkering with so far,” says Andrew Kitson, Head of Telecoms, Media and Technology Industry Research at London-based Fitch Solutions. “But we’ve seen an accelerated use of Amazon in internet search visitors and e-trade. The company could be feeling that the time is right to dial down the Souq.Com emblem and convey Amazon greater to the fore.”

With its new challenge, Amazon uses the UAE and Saudi Arabia as a springboard into the relaxation of the area, Kitson explained. It may also look to make its IT, net offerings, and cloud computing sectors, including putting in place information centers and operating with local internet and telecom carrier providers. “So if they may be stepping into with the Amazon brand on that aspect, it makes sense to push the Amazon brand on the purchaser aspect as well,” he stated.


In Dubai’s thriving e-trade market, products that have adequately been accomplished encompass earrings, clothing, footwear, apparel, makeup, and electronics. Amazon will try to find to replicate these successes during the region. “The meals zone is much less successful as customers tend to be traditionally minded, preferring to shop regionally,” Kitson concluded. Amazon’s ambition for the region has additionally sparked competition. Dubai’s actual estate rich person Mohamed Alabbar recently launched Noon.Com to assist the presidency budget and private Gulf investors. The agency is already constructing distribution centers in Saudi Arabia (in Riyadh and Jeddah) and a massive warehouse in Dubai.

“We count on to come to be an international participant; however, we will listen first of all to Saudi Arabia and the United Arab Emirates,” Alabbar recently said of his company. Matthew Reed, a Dubai-primarily based analyst for Ovum, a generation consultancy firm, stated that Noon.Com changed into set up about 18 months ago. “Despite its grand plans while it changed into unveiled, the release became not on time through pretty a long time, and there had been reportedly pretty loads of operational problems.” The Middle East e-trade marketplace continues to be relatively underdeveloped, so there is a superior capability for boom and for a global participant like Amazon to lead, he stated.

Turning to Amazon’s acquisition of Souq.Com, Reed added that there might be nevertheless a hypothesis as to the plan of phasing it out. “It can be that Amazon has calculated that the use of its very own brand might be more effective and perhaps add that the use of its tech systems will allow it to amplify and offer offerings that possibly it can’t through Souq.Com,” he said. “That might be extended for the Middle East e-commerce marketplace. However, Amazon would possibly face demanding situations which can be political as a great deal as commercial. In the past, Alabbar said worldwide giants like Amazon have been a threat to neighborhood organizations.” There has also become a campaign in Saudi Arabia to boycott Amazon due to CEO Jeff Bezos’ purchase of The Washington Post. The murdered Saudi journalist Jamal Khashoggi served as a contributing columnist. “But it’s far unclear if this marketing campaign had any effect,” Reed said.

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