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Although e-commerce is becoming a key distribution platform for beauty players in both emerging and developed markets, the channel has yet to capture the imagination of beauty consumers in the Middle East. While overall online sales are growing – total business-to-consumer e-commerce sales in the Middle East are tipped to reach $20bn this year, according to UAE-based e-commerce player Souq.com – beauty sales make up just a small percentage of the total.
According to MasterCard’s 2015 Online Shopping Behaviour study…
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Updated July 2021
