THE KEY E-TAIL OPPORTUNITIES AND CHALLENGES IN THE LEBANESE E-COMMERCE MARKET

The e-tailing market in Lebanon is an active market and is growing steadily in the most recent years. The main aim of this research is to identify the key opportunities and challenges that e-tailing is encountering in Lebanon. Exploring these opportunities and challenges is based on a case study research strategy for gathering the necessary quantitative and qualitative data as required for answering the main research questions. The research findings indicate that the growth of the digital variables which include the internet users, social media users, mobile connections, and mobile social users have contributed to the most recent growth of e-tailing in Lebanon. Furthermore, the main challenges that are hindering e-tailing growth include the undeveloped ICT infrastructure, poor internet speed and high costs, online fraud and insecure transactions, and lack of laws and regulations for protecting online customers.