Why the 16% Figure Needs a Careful Reading

A technology expert says roughly 16% of shopping in Egypt happens online, a respectable number for a developing market, but one whose meaning depends on how the data is collected.

Online shopping in Egypt is often discussed as a single headline number. According to software specialist and technology expert Eng. Ibrahim El-Gharbawy, that number is around 16%. Speaking on the program “El-Eqtisad 24” (reported by Sada El Balad on October 13, 2026), he described it as a good result when set against other developing countries. At the same time, he cautioned that a percentage on its own says little unless we know exactly what it counts.

A solid share for a developing market

El-Gharbawy’s starting point is encouraging. A 16% share of shopping conducted online suggests that Egyptian consumers have become comfortable with digital channels, and that retailers and platforms have built enough infrastructure to serve them. Compared with other developing economies, he considers the figure a healthy one.

But he was quick to add that the real picture depends on the details behind the statistic. Before drawing conclusions about how far digital commerce has come, he argued, we need to understand what the figure includes.

What counts as “online” shopping?

The central question he raised is one of definition. Does the statistic cover only purchases that are both ordered and paid for over the internet, or does it also include purchases that are ordered online but paid for in another way?

This matters because of how many Egyptians actually shop. Many consumers browse and order from stores through social media platforms, then pay in cash when the product is delivered. A transaction like this starts digitally and ends offline. Whether it should be counted as e-commerce is not obvious, and different surveys may classify it differently.

• Fully online: the product is ordered and paid for over the internet.
• Hybrid: the product is ordered online (often via a social media store) but paid for on delivery.
• Offline: the product is bought and paid for in person.

Depending on where the line is drawn between these categories, the same underlying behavior could produce a noticeably different percentage.

The challenge of measuring digital commerce

El-Gharbawy stressed that measuring the size of e-commerce remains difficult, precisely because people transact in so many different ways. Payment methods vary, and so do the channels through which sales are made, from dedicated websites and apps to messaging and social media accounts.

His practical recommendation is to rely on unified standards. If countries use the same definitions and methods, their figures can be compared accurately. Without that consistency, a claim that Egypt is ahead of other developing countries rests on numbers that may not be measuring the same thing.

Why it matters

For policymakers, businesses and investors, e-commerce statistics inform decisions about payments infrastructure, logistics, regulation and marketing. A figure that is too narrow could understate the market and discourage investment, while one that is too broad could create a false sense of maturity. Clear definitions help ensure the number is a reliable guide rather than just a headline.

Key takeaways

• An estimated 16% of shopping in Egypt is done online, which the expert regards as good relative to other developing countries.
• The figure’s meaning depends on whether orders placed online but paid for on delivery are included.
• Shopping through social media stores adds a gray area that complicates classification.
• Unified measurement standards are needed for accurate comparisons between countries.

Source: Sada El Balad, “Tech expert: 16% of shopping in Egypt is online… and digital commerce figures need careful reading,” October 13, 2026 (elbalad.news/7140725). This article is an original English write-up based on that report.