
Social media powers rapid increase in e-commerce in Oman
According to Ministry of Commerce, Industry and Investment Promotion, the number of e-commerce licences has grown at a compound annual rate of 191% between 2020 and 2025 fuelled largely by increased activity on platforms such as Instagram, TikTok and WhatsApp.
This rapid expansion is attributed to an increasing preference for digital interaction, especially among small and medium enterprises that now rely on social media to market and sell products. The trend aligns with global shifts in consumer behaviour and is further supported by Oman's first e-commerce regulatory framework which was introduced in September 2023.
Hanan bint Hamid al Jabriya, Head of E-Commerce Section in the ministry, said the regulations under Ministerial Decision No 499/2023 provide the legal basis for online businesses to operate. These include websites and social media accounts, with most popular being those dealing in perfumes, cosmetics and ready-made garments. Hanan bint Hamid al Jabriya
While the sector shows promise, challenges remain. Sellers often face issues such as payment fraud, fake receipts and last-minute order cancellations. Buyers, in turn, report concerns about return policies, quality assurance and data protection.
Digital security expert Dr Nasser bin Hamid al Musalhi of Mazoon College highlighted the need for stronger cyber safety measures. He warned against purchasing from unverified platforms and urged users to avoid storing payment details in browsers. 'Fraudsters often use psychological tactics like urgency and unrealistic discounts to prompt hasty payments,' he said.
Malik bin Ishaq al Qarni, an online entrepreneur, said that social media was key to his business success, allowing him to reach a wide audience at low cost, showcase products instantly, engage with customers directly and build a credible brand. These factors make e-commerce faster, easier and more accessible than traditional methods. Malik bin Ishaq al Qarni
Speaking of challenges, he added, 'Some customers hesitate to pay in advance due to scams they've seen online. Others cancel after placing orders, which creates logistical and financial setbacks.'
Despite these hurdles, Oman's e-commerce environment is gaining traction. The National E-Commerce Plan (2022–2027) aims to transform the country into a regional hub by building an advanced digital trade ecosystem. The ministry continues to tighten monitoring of online transactions and promote safer practices across social platforms.
As Oman's online business community expands, the government is working to ensure regulatory and technical infrastructure keep pace, supporting both sellers and consumers in a fast-evolving marketplace.
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Observer
14 hours ago
- Observer
Public-private meeting held
SALALAH: A meeting was held on Monday at the Directorate-General of Commerce, Industry and Investment Promotion in Dhofar Governorate to follow up on work progress during the Khareef Dhofar Season and complement ongoing efforts to serve visitors to the governorate. The meeting, chaired by Dr Saleh bin Said Masan, Under-Secretary of the Ministry of Commerce, Industry and Investment Promotion for Commerce and Industry, brought together representatives from various government entities and the private sector. The under-secretary emphasised the importance of continued provision of essential goods and products, alongside intensified market and commercial outlet inspections to ensure adherence to pricing and service quality. He also stressed the importance of promoting the use of electronic payment methods across various commercial outlets to facilitate shoppers. Regarding fuel stations, he urged petroleum marketing companies to monitor stations' readiness daily and ensure the availability of all services to meet the increasing demand during the khareef season. He emphasised that the unique nature of the khareef season necessitates continued joint action and an accelerated pace of work, even outside official working hours, to ensure the comfort of visitors and residents from both within and outside Oman. - ONA


Times of Oman
17 hours ago
- Times of Oman
Public-private cooperation ramped up to meet needs of Khareef Dhofar visitors
Salalah: A meeting was held today at the Directorate General of Commerce, Industry, and Investment Promotion in Dhofar Governorate. The meeting, which included representatives from various government entities and the private sector, aimed to follow up on work progress during the Khareef Dhofar (monsoon) season and complement ongoing efforts to serve visitors to the governorate. The meeting was chaired by Dr. Saleh Said Masan, Undersecretary of the Ministry of Commerce, Industry, and Investment Promotion for Commerce and Industry. The Undersecretary emphasized the importance of continued provision of essential goods and products, alongside intensified market and commercial outlet inspections to ensure adherence to pricing and service quality. He also stressed the importance of promoting the use of electronic payment methods across various commercial outlets to facilitate shoppers. Furthermore, the Undersecretary discussed with representatives from authorities concerned with providing temporary work licenses the importance of continuing to offer facilities to companies and establishments operating during the season. This aims to ensure the continuity of economic activities and meet visitors' needs. Regarding fuel stations, he urged petroleum marketing companies to monitor stations' readiness daily and ensure the availability of all services to meet the increasing demand during the Khareef season. He emphasized that the unique nature of the Khareef season necessitates continued joint action and an accelerated pace of work, even outside official working hours, to ensure the comfort of visitors and residents from both within and outside Oman.


Observer
2 days ago
- Observer
Training empowers exporters on customs and tariff procedures
MUSCAT: A specialised training programme on the "Harmonised System and Customs Tariffs" began on Sunday, 27 July 2025, at the Liwa Centre for Science and Innovation. Organised by the Ministry of Commerce, Industry, and Investment Promotion in cooperation with Credit Oman — the government-owned firm specialising in commercial credit insurance — the four-day event runs from July 27 to 30 and is attended by a number of exporters and representatives from Omani exporting companies. The initiative aims to equip participants with the knowledge needed to navigate modern customs systems effectively and avoid procedural errors that could disrupt trade operations or result in shipment delays and financial penalties. Ali bin Khamis al Fazari, an expert and trainer in customs procedures, delivered the programme's introductory lecture. He explained the stages and steps involved in customs clearance, offering a comprehensive overview of various types of customs data, taxes applied to goods, and the different categories of approved customs exemptions. Ahmed bin Hamdan al Farsi, Media and Marketing Specialist at Credit Oman, gave a visual presentation outlining the company's role in supporting Oman's national export ecosystem. He highlighted the importance of credit insurance as a strategic tool for Omani exporters to reduce commercial risks, allowing them to sell goods both locally and internationally with greater assurance and protection against buyer defaults or non-payment. Al Farsi also elaborated on the primary categories of risks covered by Credit Oman, including commercial risks such as non-payment by buyers or financial insolvency, as well as non-commercial risks resulting from government-imposed restrictions in importing countries or sudden political and economic events. Further, the programme addressed ways to access international markets and showcased Credit Oman's range of insurance products. These include local credit insurance for domestic sales, export credit insurance for overseas markets, and the "Multiple Buyers" policy, which offers comprehensive coverage for a group of clients under a single contract. This training initiative reflects the Ministry's ongoing efforts to boost exporters' awareness of customs regulations and procedural requirements. It aims to streamline export and import activities, enhance compliance with both local and international standards, and strengthen the capacity of Omani companies to handle customs-related challenges and adapt to changes in the global trading environment.