伊拉克在线购物行为与态度研究报告

August-2025 Contents 3Motivators to shoponline 2Online shoppingpenetration Key findings 6 4 5 Key findings 21%of Iraq’s population hasshopped online in the past 6months. 48%of online shoppers expect to do most of their shoppingonline in the future. Social platforms dominate the e-commerce landscape.Social mediapages are Iraq’s go-to digitalstorefronts, used by over 4 in 5 onlineshoppers. This preference is evenstronger in Southern Iraq (91%) andamong older adults aged 45+ (87%).Traditional e-commerce platforms lagfar behind-just 1 in 5 use online-onlyretailers, and even fewer visit brandwebsites. But traditional retail still resonateswith a large segment of shoppers.While nearly half of online shoppersanticipate relying more on e-commerce, a near-equal 47% say in-store experiences are irreplaceable.This duality highlights Iraq’s hybridshopper mindset, where digitalshopping offers convenience, but therole of physical stores in the shopperjourney. Online shopping in Iraq is far frommainstream and is still gainingtraction,with penetration highestamong upper-income Iraqis (31%) andthose living in the Kurdistan region(32%), while older adults (45+) andmiddle-to-lower income groups areleast engaged. ONLINE SHOPPINGPENETRATION Online shopping penetration %–by demographics MOTIVATORS TO SHOPONLINE Motivators to shop online Motivators to shop online %-by demographics ONLINE SHOPPINGCHANNELS Channels used to shop online Channels used to shop online %-by demographics Categories purchased/paid for online Categories purchased/paid for online %-by demographics ATTITUDES TOWARDSSHOPPING EXPERIENCES Attitudes towards shopping experiences %Agree 48% The in-store shoppingexperience cannot be replaced In the future, I will be doingmost of my shopping online Future reliance on online shopping for most purchases %Agree–by demographics In the future, I will be doingmost of my shopping online The irreplaceability of in-store shopping experiences %Agree–by demographics Sample and methodology Sample size916 respondents Sample criteriaGeneral public representative of the population across gender, age (15+)andregion MethodologyThe survey wasconductedvia computer-aidedtelephone interviews Geographical coverageConducted in Iraqwith anationwide coverage FOR MOREINFORMATION Hala ElfarManaging DirectorIpsos in Jordan and IraqHala.Elfar@ipsos.com