Jordan’s booming online shopping sector is witnessing rapid expansion, but experts warn that the surge is becoming unsustainable as thousands of parcels enter the country daily, many bypassing proper customs procedures.
In 2023, approximately 1.7 million parcels arrived via e-commerce channels, with an estimated 7,500 parcels entering daily, containing over 90,000 clothing items. The total value of these shipments reached JD310 million, surpassing the JD250 million recorded in traditional retail.
Local business owners have raised alarms about “digital smuggling,” where commercial quantities of goods are imported under the pretense of personal shipments, evading customs duties and regulatory checks. This enables unlicensed sellers, especially on social media platforms, to offer goods at significantly lower prices, creating unfair competition for traditional retailers.
Mona Abdalla, owner of a fashion boutique in Amman, highlighted the challenge faced by licensed businesses that comply with taxes and regulations, while unregulated sellers operate freely online.
The Ministry of Industry, Trade and Supply has reported rising consumer complaints about the quality and authenticity of online purchases, signaling weak consumer protection in the digital commerce sector. Many unregistered sellers promote their goods on platforms like Instagram and Facebook, undercutting licensed businesses.
Khaled Hatem, a menswear shop owner, warned that this parallel market harms state revenues and threatens the viability of legitimate retailers, as unfair competition persists.
While stakeholders recognize the innovation and convenience digital trade brings, they emphasize the urgent need for updated regulations and enforcement to ensure fair competition and protect consumers.
“Digital progress should not come at the cost of economic justice,” said one trader. “Clear rules must apply equally to all, online and offline.”
