Iraq's Online Shopping Penetration Remains Low, Physical Stores Hold Value
Only 21% of Iraq's population has shopped online in the past six months. Ipsos research indicates that while e-commerce offers convenience, traditional retail experiences are still considered irreplaceable by many.
A recent study by Ipsos reveals that online shopping has yet to become mainstream in Iraq, with only 21% of the population having made online purchases in the last six months. The research, published in August 2025, identifies higher-income Iraqis (31%) and residents of the Kurdistan region (32%) as the most frequent online shoppers.
Despite the growth in e-commerce, traditional retail continues to hold significant appeal. Nearly half of online shoppers anticipate increased reliance on online platforms, but an equally substantial 47% believe in-store experiences cannot be replaced. This duality highlights a hybrid shopper mindset, where convenience drives online activity, yet physical stores retain a critical role in the consumer journey.
Convenience emerges as the primary motivator for online shopping, cited by 87% of online shoppers. Price (47%) and promotions (40%) are also significant drivers. Social media pages are the dominant channel for online purchases, utilized by 82% of those who shop online.
The findings are based on a survey of 916 representative respondents across Iraq, conducted via telephone interviews. This data provides insight into Iraq's evolving consumer behavior and the coexistence of digital and physical retail.