Google and Kantar jointly launched Consumer Analytics, which looks at Saudi Arabia, an important market in the Middle East, to analyze the main shopping behaviors of consumers in five categories: consumer electronics, home gardening, fashion, groceries, and beauty, with a focus on the market conditions during Ramadan.
Saudi consumers exhibit three distinct shopping trends during Ramadan
Online shopping in Saudi Arabia continues to grow during Ramadan, even in categories such as food and beauty. However, 78 percent of Saudi electronics consumers say they buy products during Ramadan and are not picky about the channels they choose. However, consumers in Saudi Arabia are more selective about why they buy certain goods.
Purchasing triggers for fashion and beauty shoppers in Saudi during Ramadan
of beauty buyers are conscious of
whether a brand avoids harmful ingredients
of fashion consumers want
brands to respect diversity and inclusion
Source: Google/Kantar, KSA, Smart Shopper 2022, All product buyers of consumer electronics, home, and garden, fashion, and groceries, beauty, n=1567. April 2022-May 2022.
Quality Ramadan shopping experience is essential
About two-thirds of Saudi Arabian consumers experienced problems shopping online during Ramadan. 25 percent of consumer electronics consumers and 23 percent of beauty consumers said it was difficult to find independent product reviews. Meanwhile, electronics consumers (20%) and home gardening consumers (21%) said they had experienced problems registering or logging in online.
Therefore, a quality and detailed shopping experience will retain the hearts of consumers.
Fast delivery, cost-effective will attract more consumers
Eighty-four percent of Saudi consumers said they usually only buy from a few retailers they rely on during Ramadan, but an inconvenient shopping experience would change their mind.
Forty-two percent of consumers said they would try a new brand, retailer or online platform if they could ship faster. Some 33 per cent of consumers are also happy to make a change if the product offers better value for money.
3 reasons Saudi shoppers try new retailers, platforms, or brands they’re never bought from before
They’re faster
An item is available there first
A product is cheaper there
Source: Google/Kantar,KSA, Smart Shopper 2022, All product buyers of consumer electronics, home and garden, fashion, and groceries, beauty, n=1567, April 2022-May 2022.
Post time: Feb-09-2023
