Social Commerce in Qatar: Consumer Characteristics and Emergent Engagement

Social commerce (s-commerce), a phenomenon characterized by engaging in commercial transactions and communication through social media platforms, is gaining traction throughout the globe. Such traction is influenced by the local socio-cultural milieu. Yet, despite its significance, research on s-commerce remains sparse, particularly in Qatar, a context where it has experienced exponential rise. This study addresses this gap by conducting a quantitative survey among Qatari residents, focusing on their social media usage, s-commerce engagement and purchase behaviors. Preliminary findings reveal unique aspects of s-commerce in Qatar and offer comparative insights with existing studies across the broader region. The results highlight the need to better understand the role of local culture and demographics in shaping s-commerce diffusion. By better explicating how contextual factors influence the emergence of s-commerce, this research contributes to a growing body of knowledge at the intersection of technology, culture, and commerce.