Fourteen months ago, online shopping was the ultimate activity. Available anyplace and anytime, our biggest worry was if a company allowed for free returns. Fast forward to May 2021, a year and a half into a pandemic that has upturned life as we know it, and attitudes towards online shopping have majorly shifted. For some, the online shopping they once knew and loved has become yet another activity that they are forced into, in lieu of malls and shopping centers being shuttered. Others glorify the experience: with millions of people forced into online shopping, many say the experience has been made more friendly.

Here in Jordan, the attitudes are mixed. But why?

Digital commerce as a whole has not yet been hugely successful in the Kingdom. To date, only 11 percent of the population claims to have made an online purchase.

There are many reasons for this. Like all countries, citizens have concerns about identity theft, credit card fraud and fraudulent businesses. Locally, there’s also a lack of trust in new technology, in addition to challenges integrating the technology into the market. In the Kingdom, there is no certification system for e-signatures, nor is the custom system fit for electronic payment systems. Additionally, cash-on-delivery is the preferred method of payment for Jordanians, which works with local websites, but often becomes a hurdle when international transactions are made.

Some users say they’ve felt the impact of these issues. One university student who was interviewed for this piece said that when he recently purchased something off of Instagram, the product he received was nothing like the photo, causing him to believe the whole thing was ‘scam.’

But the Jordanian government says it’s keen to work on these issues- much to the delight of other consumers, who say e-commerce is the way forward.

As the pandemic forces the nation to be at home most of the time, Jordan is witnessing a rise in digital usage as a whole. From online learning and working at home to shopping and socialising, 600,000 more Jordanians joined social media platforms since the beginning of the pandemic. With more local businesses expanding their pre-existing shops on Instagram or Facebook, it appears that Jordanians have turned to social media to keep their businesses active.

Since the COVID outbreak, a survey was conducted by Statista surrounding the issue of online shopping. The survey asked the respondents if they had started using e-commerce to buy products that they would normally buy in a store. 35 percent of the participants turned to digital commerce and shopped online more frequently. There seems to be a rise in Jordanian citizens using e-commerce in these modern times.

Even the United Nations agrees.

“The COVID-19 related social distancing measures are already leading to an increase in E-commerce.”

A recent report from the UN also stated that the customers prefer the new methods of delivery as they offer time flexibility and comfort in knowing that effective safety measures are being taken. These new methods of delivery include apps that can be easily navigated to ensure fast, convenient and safe delivery services. They have their own location services, alternatives to a product if not available (with the same original price) and delivery slot times.

Sara, a university student in Jordan, who recently began her online shopping journey, explains that she turned to e-commerce as “it is much more effective, especially during COVID where leaving the house is not really an option.”

While Jordan is unlikely to offer next-day delivery services in the near future, the pandemic has ultimately shifted the country’s habits - and their businesses- in a new direction.

Sawis, an economist in Jordan, is hopeful about the future of online shopping in Jordan.

“We are getting there, it’s only a matter of time,” he says.