Volume 8 Number 3 (Sep. 2018)
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IJEEEE 2018 Vol.8(3): 187-192 ISSN: 2010-3654
doi: 10.17706/ijeeee.2018.8.3.187-192

The Online Retail Status in Lebanon

Dora Najjar, Miguel Shikhani, Jad Maroun, Fouad Samaan
Abstract—This research aims to provide evidence about the Ecommerce status, effects and challenges in Lebanon. In particularly, it explores the online shopping prominence through the retailer’s point of view. For this purpose, Ecommerce status, technological needs and best practices were covered in the literature review concerning European, American and some Arab countries. In order to explain this, a case study model was chosen in order to compare the online and offline retail status in Lebanon. Using a qualitative approach, the study comprised six companies, from different sectors; all of them are multichannel companies. Semi-Structured interviews were conducted.
It was found from the interviews 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. The study has also enabled serious personal reflection on our preconceptions about the Lebanese companies. Firstly, we had a perception that Lebanese companies do not like to bother themselves with the online retail in absolute terms, which we found not to be true. Nonetheless, the study has provided some illustrative insights which have not before been revealed in Lebanon. Further research through a quantitative survey should be done to take the customers point of view.

Index Terms—Ecommerce, lebanon, multichannel.

The authors are with University of Balamand, El Koura North Lebanon, Lebanon (email: dora.najjar@balamand.edu.lb).

Cite: Dora Najjar, Miguel Shikhani, Jad Maroun, Fouad Samaan, "The Online Retail Status in Lebanon," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 8, no. 3, pp. 187-192, 2018.

General Information

ISSN: 2010-3654
Frequency: Quarterly (Since 2015)
Editor-in-Chief: Prof. Kuan-Chou Chen
Executive Editor: Mr. Ron C. Wu
Abstracting/ Indexing: Google Scholar, Electronic Journals Library, QUALIS, ProQuest, EI (INSPEC, IET)
E-mail: ijeeee@iap.org
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