E-commerce Market in Oman - Trends, Growth, Covid-19 Impact, and Forecasts (2021 - 2026)

The report Oman e-commerce market is segmented by Product Type (Apparel and footwear, Consumer appliances and electronics, consumer healthcare, food and beverages, home care and home furnishing, pet care, Toys, Games and Baby Products, Sports and Outdoor and Others, accessories and eye-wears).

Market Snapshot

Oman E-com
Study Period:


Base Year:



>20 %

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Market Overview

The Oman E-Commerce Market was valued at USD 2.19 billion in 2020, and it is expected to reach USD 6.52 billion by 2026, registering a CAGR more than 20% during the forecast period (2021-2026). Oman has a population more than 5.1 million people, and the internet penetration rate is estimated more than 75%. The E-commerce market in Oman is still a nascent market and have ample opportunities to grow in future. Despite Oman has one of the highest smart phone usage in Middle East region, only 8% of the population did mobile shopping. Most of the items purchased online in Oman are groceries and music. However, more than 1/4th of the population of Oman still purchases products from foreign websites. The e-commerce market in Oman accounts for only 1% of total retail sales. Currently there is limited e-commerce activity in the private sector in the country, whereas the government is actively promoting a “digital society” and “e-government” services through the Information Technology Authority (ITA). Omani e-shoppers mostly buy clothing, airline tickets, beauty care products, and hotel services. When it comes to cross-border e-shopping, China remains the main country of origin for ordering furnishing, machinery, construction materials, etc. There is an increasing trend among businesses especially among Omani owned SMEs and entrepreneurs to promote and sell their merchandise through social media. The biggest hurdle in e-commerce market is changing the mindset of people. Customer want to buy products directly from shops. According to the World Bank, Oman's economy is expected to contract by 3.5% in 2020. The primary reason behind this contract is the lower oil prices and the spread of COVID 19 across the world.

Scope of the report

Ecommerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions. The report elucidates the situation of Oman and predicts the growth of its E-commerce Industry. Report talks about growth, market trends, progress, challenges, opportunities, technologies in use, growth forecast, major companies, upcoming companies and projects etc. in the E-commerce sector of Oman. In addition to it, the report also talks about economic conditions of and future forecast of its current economic scenario and effect of its current policy changes in to its economy, reasons and implications on the growth of this sector.

Product Type
Apparel and Footware
Consumer Appliances and Electronics
Consumer Healthcare
Food and Drinks
Home Care and Home Furnishing
Pet Care
Toys, Games and Baby Products
Sports and Outdoor and Others
Accessories and Eye-Wears

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Key Market Trends

Increasing Internet Penetration in Oman Sultanate will Drive the Market.

Oman has a population of more than 5.1 million people, and the internet penetration rate is estimated more than 75%. The sultanate is coming very close to 100% smartphone use penetration: the country has high mobile broadband penetration and its 4G coverage also reaches a high level. In recent years, Oman has made great efforts to build up its IT infrastructure both at governmental and private levels. Oman’s mobile phone subscriber base is increasing with a penetration rate of more than 150% . According to the National Centre for Statistics and Information (NCSI), Oman’s internet subscribers have surged to 473,487 subscribers in 2019, which is increased by 11.4% from its previous year 2018. Moreover, the number of active mobile broadband subscribers rose to 4.739 million subscribers compared to 4.113 million subscribers in 2018. Moreover, the growing adoption of 4G and 5G technology is also driving the growth of this market. For instance, the Oman Telecommunication company planned to set up 2226 5G sites by 2024, which will increase the internet consumption rate for this country. However, spending on telecoms services and devices is decreasing due to the large-scale job losses for the ongoing COVID 19 pandemic. This decreasing trend of consumer spending can create a considerable barrier for this market. Major vendors in this market are also innovating its services to cater to this untapped market. 


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Increased Consumer Spending is Expected to Fuel this Market

The overall economic growth of this country is expected to drive the E-Commerce market. Rapid urbanization and industrialization are infusing, increasing the consumer spending power for this country. According to the World Bank data, the consumer spending for this country is increased by 0.02% from its previous year 2018.Moreover, different government initiatives and regulations are supporting the growth of this market. The Ministry of Commerce and Industry is continuously influencing people to adopt e-commerce for shopping, import, and other activities. For instance, MOCI recently launched 'Shop from Your Home' initiative to prevent the transmission of COVID 19 virus for this country. Moreover, the government is also encouraging home business owners and small and medium enterprises to promote their products and use modern methods and technologies to market different products internationally. Some new players are also entering this market to cater to the market opportunities from this region. For instance, in 2020, Omarto.com has been launched to tap the burgeoning e-commerce market in Oman. This addition will decrease the switching cost of Oman's customers and increases the bargaining power of the consumers.

Household Expe.

Competitive Landscape

The report covers major international players operating in the Oman E-commerce market. In terms of market share, some of the major players currently dominate the market. However, with technological advancement, data analytics, AI, web design, creative programming, digital marketing, cataloguing and app development, and product innovation, major companies are gaining a competitive advantage and increasing their market presence by securing new contracts and by tapping new markets.

Developments in 2020

  • November 2020- Infibeam Avenues, the BSE listed financial technology solutions provider, has entered Oman to offer payment processing services and tied up with Bank Muscat.
    The company is set to offer next-gen payment processing services under the flagship brand CCAvenue to merchants in ecommerce sector in Oman.
  • January 2020- Omarto.com, the homegrown online shopping website, has been launched to tap the burgeoning e-commerce market in Oman. The latest e-commerce player is promoted by United Media Services (UMS) LLC, part of Muscat Overseas Group – one of the leading and diversified business groups in the Sultanate of Oman.
  • January 2020 - Ooredoo launched a new set of standards for its pay plus mobile wallet, which helps the customers to enable a wide range of transactions via a single app on a mobile device, including payments, deposits, and transfers. The company is also able to start its services in 1500 locations across the country, such as Oman Oil petrol stations, McDonald's, Caribou cafe, Nesto, etc.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

    3. 4.3 Market Restraints

    4. 4.4 Value Chain / Supply Chain Analysis

    5. 4.5 Porters 5 Force Analysis

      1. 4.5.1 Threat of New Entrants

      2. 4.5.2 Bargaining Power of Buyers/Consumers

      3. 4.5.3 Bargaining Power of Suppliers

      4. 4.5.4 Threat of Substitute Products

      5. 4.5.5 Intensity of Competitive Rivalry

    6. 4.6 Impact of COVID-19 on the Market


    1. 5.1 Product Type

      1. 5.1.1 Apparel and Footware

      2. 5.1.2 Consumer Appliances and Electronics

      3. 5.1.3 Consumer Healthcare

      4. 5.1.4 Food and Drinks

      5. 5.1.5 Home Care and Home Furnishing

      6. 5.1.6 Pet Care

      7. 5.1.7 Toys, Games and Baby Products

      8. 5.1.8 Sports and Outdoor and Others

      9. 5.1.9 Accessories and Eye-Wears


    1. 6.1 Company Profiles

      1. 6.1.1 Amazon

      2. 6.1.2 ebay

      3. 6.1.3 Aliexpress

      4. 6.1.4 Nemashi

      5. 6.1.5 Royal Oman Police

      6. 6.1.6 Bayan Customs

      7. 6.1.7 InvestEasy

      8. 6.1.8 Talabat

      9. 6.1.9 Shein.com

      10. 6.1.10 Vogacloset.com

    2. *List Not Exhaustive

  8. 8. APPENDIX


**Subject to Availability

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Frequently Asked Questions

The Oman E-commerce Market market is studied from 2017 - 2026.

The Oman E-commerce Market is growing at a CAGR of >20% over the next 5 years.

  • Amazon
  • ebay
  • Aliexpress
  • Bayan Customs
  • Royal Oman Police

Are the major companies operating in Oman E-commerce Market.

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