An Advisory Framework for the establishment of E-commerce for FMCG-food goods in the Middle East (MENA)

Abstract

This study aims to explain and understand how companies, more specifically Middle Eastern (MENA) companies in the FMCG-food sector can innovate from completely brick and mortar establishments to transition into an E-commerce platform (for FMCG-food goods) that enhances the willingness or intention to purchase these products on an online platform by meeting customers needs and demands. To further address this research question, a mixed qualitative approach is used. This included a series of interview questions split into two; the first section being structured - that revolves around the impact and gravity of the variables and sub-factors and the second section - that are more open questions which gives the floor to the interviewees to further add and elaborate based on their existing knowledge and/or experiences. The entire research is carried out in the Arabian Gulf with all the candidates approached having many years spent residing in one of the Middle Eastern (MENA) countries. On further analysis of these results a business model was derived which gives an advisory framework or the establishment of E-commerce for FMCG-food goods in the Middle East (MENA). E-commerce companies can refer to this advisory framework to further understand the important customer thinking habits and their needs and requirements.