As early as 2015, Chinese cross-border e-commerce SHEIN had already begun to expand in the Middle East, relying on its supply chain advantages and occupying a place by positioning itself as a "fashion e-commerce". In the Middle East, influencer marketing and live streaming have great potential, and TikTok has also developed rapidly in the Middle East and has become a popular social media platform. In Saudi Arabia, almost everyone over the age of 18 is using TikTok, which makes TikTok an important platform for brand marketing.
In the Middle East, due to the sparse population, long delivery distances, and high logistics costs, consumers tend to buy multiple items at a time, and the packages are large in size. Couriers telephone numbers in saudi arabia usually use vans for delivery, and even in remote desert areas, camels may be needed for the last mile delivery. In this context, problems such as insufficient warehouse density, incomplete user address database, slow timeliness, and low delivery rate also exist. In January 2022, J
&T Express launched express network operations in the UAE and Saudi Arabia, and established a nationwide self-owned distribution network and localized warehousing system in these two countries, covering all local provinces and regions. AliExpress, a subsidiary of Alibaba Group, has cooperated withr logistics services in the Middle East and continue to increase its investment in the Middle East market. The accelerated entry of China's foreign trade e-commerce has also significantly improved the logistics level of the Middle East market.