The online retail status in Lebanon

Abstract

This research aims to provide evidence about the online shopping status, effects and challenges in Lebanon. In particularly, it explores the online shopping prominence through the retailers point of view. For this purpose, online shopping status, technological needs and best practices were covered in the literature review concerning European, American and some Arab countries. A mono-qualitative analysis through semi-structured interviews with multichannel retailers in Lebanon allows for the study conclusion to be made. It was found from the interview analysis that the online shopping in Lebanon is at its beginning stages. Companies are adopting it mainly for advertisement and product promotion more than for online sales. Moreover, the poor internet infrastructure, limited available online payments choices and poor delivery made the online success very primitive compared to other countries. Further research through a quantitative survey should be done to take the customers point of view.