Spotlight*Iraq: Online Shopping Behaviour & Attitudes
Iraq’s retail landscape is evolving as shoppers begin to embrace online convenience while continuing to shop in-store.
Online shopping is gradually becoming part of how people shop in Iraq, with 1 in 5 making a purchase online in the past six months.
Convenience stands out as the leading motivator, cited by 87% of online shoppers. Beyond that, motivations vary: some prioritize product variety and a smooth shopping experience, while others are drawn to promotions or personal recommendations.
Social media platforms have become Iraq's primary e-commerce channel, used by 82% of online shoppers. Leading categories include fashion, personal care items, electronics, and food, reflecting a blend of lifestyle choices and everyday needs.
Still, the shift remains gradual. While 48% say they expect to do most of their shopping online in the future, 47% believe in-store shopping is irreplaceable - highlighting a hybrid mindset that blends digital convenience with the familiarity of physical retail.
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