CCM 14,3. The current issue and full text archive of this journal is available at

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1 The current issue and full text archive of this journal is available at CCM 14,3 196 E-commerce and globalization: an exploratory study of Egypt Ibrahim Elbeltagi Plymouth Business School, Cookworthy Building, Drake Circus, Plymouth, UK Abstract Purpose The purpose of this paper is to address how cultures could affect the way different people use the internet. The study showed that there is a great potential for e-commerce in Egypt in particular and Arab world in general. However, there are many challenges, where people are used to paying cash for what they buy, the credit or debit card as an instrument for buying things is not readily acceptable by public Egyptians. Design/methodology/approach This is an exploratory study based on analysing secondary data and observation. The reason for choosing this approach in this stage of research is the lack of research that deals with this particular issue in the chosen case study. Findings The results showed that e-commerce has some merit in targeting global customers, if it considers cultural differences when adopting and applying global marketing strategy. Although there are many governmental initiatives to adopt ICT on all levels in Egypt, the reality still far behind and there is still a lot need to be done from both government and private sector to gain the benefits required. Research limitations/implications Limitations include the use of secondary data and observation as the research method in this study. Empirical data and sampling will be required for further research. A comprehensive cross culture study among Arab countries and how a framework of culture could affect the online shopping behavior will be required for further research. Managerial implications are discussed with respect to formulating suitable marketing strategy to fit with the cultural differences of the Middle Eastern courtiers especially the language, values and religion. Originality/value Provides insights for future researchers. Keywords Electronic commerce, Globalization, Communication technologies, Culture, Egypt Paper type Research paper Cross Cultural Management: An International Journal Vol. 14 No. 3, 2007 pp # Emerald Group Publishing Limited DOI / Introduction Developed countries that have been offering e-commerce have shown impressive improvement in their respective economies (Javalgi et al., 2005) however Middle East in general, and Arab countries in particular, still lag behind in e-business. The particularity of local culture, politics and ICT infrastructure are playing an important role in adopting and usage of global systems (Elbeltagi et al., 2005; Stahl and Elbeltagi, 2004). For example, local usage of Geographical Information Systems in India is affected by cultural attitudes to maps and cartography. Using maps is not seen as important in a country where it is usually easier to ask someone for directions (Walsham, 2001). In China, customers would not choose electronic business for the reason of convenience, unless the commodities are cheap enough, which is an obvious fact (Yu, n.d.). In a cross culture study between USA and Greece, it found that there was a difference between the two countries in terms of uncertainty avoidance which shows that there is a growing influence of globalization in e-commerce. There are a lot of authors argue that in the new knowledge economy, in general and e-commerce in particular, is expected to remove barriers of language, culture and national boundaries causing a globalize and unified societies (Sagi et al., 2004; Raman, 2000). However, in

2 order to appreciate how this will come about, one must look at the cultural differences among countries and the way these differences impact e-commerce. Otherwise potential consumers might resist and reject the whole idea of buying from international companies that does not give enough thoughts about their particular culture, political systems, values and may be religion. Companies that expect to take advantage of globalization and cater to a world market must be aware of the varying ways cultures affect e-commerce, in order to be able to use the right strategy that suit its potential markets. E-commerce and globalization E-commerce challenges and potentials in Egypt Egypt is moving steadily toward knowledge economy this has been marked by the formation of Ministry of Communications and Information Technology (MCIT) in October Since this date the Egyptian government have set national plans to encourage private sector participation, to increase and leverage ICT-related investments, and to create job opportunities; all this because the government is ambitious and want to use ICT to raise the standards of living of individuals and to create a prosperous society. That is along with preparing the next generation from enabled youth to deal with this technology and use it to achieve the development needed for making of a dynamic society. A society that is so transparent, in terms of information and speed of decision making, a society that we call now a Global Information Society (Hashem, 2002). The business potential of e-commerce technologies is seemingly irrefutable given the nearly more than 1 billion internet users worldwide by end of Of these 1 billion users, the largest share, 175 million with an estimated 43.7 million broadband households, reside in USA (Stylianou et al., 2003). Although growth in both the USA and abroad is expected to continue unabated, analysts predict that the US share of this global market will gradually decline. In contrast, other parts of the world are expected to grow at a faster pace, for example, in Africa and Arab countries internet users have grown by 400 per cent according to CIA World Fact book. According to International Telecommunications Union Egypt came on top of all African countries in terms of internet users. If we consider that most users in Egypt and other African countries access internet via cafes and other multi-user locations such as schools and offices, which make an exact count difficult. Egypt in particular, is expected to gain market share particularly in light of the prediction that it will surpass other parts of the world especially if the oil prices is continued to grow as it is at the moment and the change in the perception of both customers and businesses that the internet applications potentials is booming (Aladwani, 2003). However, there are still many challenges for internet usage in general and e-commerce in particular. One of the main challenges is internet remains English language-dominated, and this poses a particular challenge for speakers of languages which are not written in the Roman alphabet. The World Wide Web and Arabic browsers have ameliorated that problem somewhat, but text-based areas such as remain problematical. The expense of computers, the uncertain quality of some country s telephone infrastructure, and governments fear that the new medium will provide an easy way for dissidents to publish their manifestos and reach ordinary citizens. One should not be deceived by the rapid growth rates, where there is, in most of Arab countries, some sort of censorship and surveillance of access to the internet.

3 CCM 14,3 198 On the other side most of Arab countries have initiatives to encourage their own citizen to adopt ICT as a step toward creating information Society, which these governments think it is paramount step for development either economically or socially. For example Egypt has initiative called PC for every home. In addition to that the MCIT have introduced many initiatives to transform both the Egyptian society and the Egyptian economy (All initiatives can be accessed from the MCIT s homepage: In addition to these initiatives, ICT sector in Egypt witnessed a lot of attention and it become one of the high priorities of the Egyptian government especially after the first minister of MCIT, Dr. Ahmed Nazif, promoted to the position of Prime Minister in August There are several critical factors for successful implementation of these initiatives. These include strong governmental support; a suitable legislative and investment environment, as well as a state of the art infrastructure and investment in human resources. When we read and interpret all these initiatives it comes to our mind that a fully functioning, effective Egyptian Information Society is now just around the corner. Is these initiatives are taken seriously and followed through? This question needs another research itself to answer it. 3. E-commerce and globalization Internet and E-commerce which have been responsible for continuing gradual removal of barriers of language, culture, values, legal and national boundaries will play an important role in globalization and accelerate international trade (Raman, 2000; Lee and Littlejohn, 2004). The internet and e-commerce make use of smart cards to facilitate payment, doing of our banking online, and a variety of other online services relevant to e-commerce, common for most western citizens and potentially easy to use and useful among the majority of Arab consumers (67 per cent) as indicated by some researchers (Aladwani, 2003; Lee and Littlejohn, 2004). However, internet and e- commerce in a setting of globalization could mean many different things to different people, because of cultural ways of doing things. In some conservative countries in Arab world Internet has seemed a dangerous beast until now in other countries it just medium for elite to use. Also there is a variation in how access is obtained. In several countries, the government telecommunications monopoly is the only Internet Service Provider (ISP). In others, including Egypt, Jordan, and Tunisia, there are multiple competing ISPs. Bin et al. (2003) indicated that: most American companies today are so focused on their domestic market that they do not pay any attention to the overseas markets. Nevertheless, e-commerce is global in nature and the international markets represent immense potential. Many researchers highlighted that there is a significant cultural differences regarding online shopping between different regions in the world especially between western users and others, i.e. Korean internet users and American internet users (Park and Jun, 2003). Even among what we could perceive as a common western cultures, researchers found differences in the way that people use the Internet (Sagi et al., 2004). In addition to that when a comparison is made between the Internet use among Arab and non-arab states in general, it is seen that the Arab countries in general are lagging behind where most of Middle East countries usage of internet are not Arab, i.e. Turkey and Israel. Even more there are differences among Arab countries in use of the internet, where most of the use is in the gulf states (Aladwani, 2003).

4 As Jupiter Communications reported at the beginning of 2001, two-thirds of leading USA web sites ignore the needs of non-usa or non-english speaking visitors and it revealed that because of that the USA share will drop significantly which will give room to other growing economies, i.e. Europe, China, South East Asia and other regions to use this opportunity and focus more on e-commerce. Egypt as the largest internet market in Africa and in Arab countries would increase its Internet share considerably as it has the largest number of Internet service providers. Only about 5 per cent of Egypt s population is online (see Figure 1), which means that there is a great potential for this industry to grow in the near future. The cultural differences that some US companies in Egypt like Micro Soft and ORACLE are experiencing include a combination of language and habits of people. The differences as well include values and infrastructure, which includes payment system, logistic system, laws, and taxation to name some elements. In the USA, people are more likely to pay online using a credit card. Seventy per cent of Americans who shopped online have used a credit card. In Egypt, people are used to paying cash for what they want, and so the most common method that Egyptians use for ordering things online is paying cash when the product is received. Most of the shopping sites established their branch offices in the big cities of Egypt. Part of the reason for this is that Egypt does not have real credit cards system that reach out to the general public of the Egyptians either because the commercial banks offer these kinds of services to elite customers or due to the high level of illiteracy among Egyptians (more than 30 per cent according to informal reports). Egypt as well does not have effective centralized settlement system and the inherent attitude of the Egyptians people is to pay cash for what they buy. The Egyptians are also reluctant to get involved in the internet banking to any great extent if it is available at all (where most of Egyptian banks still in the process of introducing this service) and even the uptake of the service for the banks that offer this service is in all means does not match the investments and the expectations. It is estimated by the end of year 2007, there would be about million people in the Arab world, or 10 per cent of the total Arab population would have the Internet connection. As indicated by Pons et al. (2003) and Aladwani (2003) that e-commerce would greatly revolutionize trade between the Arab countries and other countries and it is expected that 80 per cent of consumers in this region will use e-commerce if they have the opportunity to do so. E-commerce and globalization 199 Figure 1. Internet users in Egypt, MCIT Report, 2005

5 CCM 14, Conclusion There are a lot of differences in the way different people use the internet and e-commerce, and this is largely due to their cultures and their habits. Some people, like western countries, use credit card as part of their way of life, so that the internet and e-commerce provides the opportunity for them to expand their operations. In Egypt, where people are inclined to trust their locality because of the personal touch of providing the service and the social bonds that could come out of these type of transactions. In addition to that the habits of paying cash for what they buy explains why smart card as an instrument for buying things is not readily popular among Egyptians, especially with the majority of the people from lower and middle class. Only people in high class use credit and debit cards to pay for their shopping as a way of showing their class. Therefore, to expect expansion of business through the Internet would be disappointing for a Western company that hopes to do business on the Internet in a foreign country that does not use credit card or debit cards as a way of life. Based on this it could be concluded that the e-commerce in Arab countries in general and Egypt in particular depends on unique traits of the society, values, culture, language and may be religion. Therefore, though e-commerce has some merit in targeting global customers, it should consider cultural differences when adopting and applying global marketing strategy. Eventually, proper cultural transformation in international marketing will be necessary, even in the Internet age. 5. Limitation and future research This study has some limitations owing to its exploratory stage, and presents several challenges with respect to theory building and methodology. Empirical data and sampling will be required for further research. A comprehensive cross culture study among Arab countries and how a framework of culture could affect the online shopping behavior will be required for further research. References Aladwani, A.M. (2003), Key Internet characteristics and e-commerce issues in Arab countries, Information Technology and People, Vol. 16 No. 1, pp Bin, W., Chen, S.-J. and Sun, S.Q. (2003), Cultural differences in e-commerce: a comparison between the US and China, Journal of Global Information Management, Vol. 11 No. 2. Elbeltagi, I., McBride, N. and Hardaker, G. (2005), Evaluating the factors affecting DSS usage by senior managers in local authorities in Egypt, Joural of Global Information Management, Vol. 13 No. 2, pp Hashem, S. (2002), Bridging the Digital Divide in Egypt: Facing the Challenges, UNCTAD E-Commerce First Meeting. Javalgi, R.G., et al. (2005), An assessment and strategic guidelines for developing e-commerce in the Asia, International Journal of Management, Vol. 22 No. 4, pp Lee, S. and Littlejohn, E. (2004), E-commerce and Globalization Today. Park, C. and Jun, J.-K. (2003), A cross-cultural comparison of Internet buying behavior effects of Internet usage, perceived risks, and innovativeness, International Marketing Review, Vol. 20 No. 5, pp Pons, A., Aljifri, H. and Fourati, K. (2003), E-commerce and Arab intra-trade, Information Technology and People, Vol. 16 No. 1, pp

6 Raman, S. (2000), E-commerce and globalization yesterday, today, and tomorrow, in Proceedings of the 2000 IEEE, Albuquerque, NM. Sagi, J., et al. (2004), ICT and business in the new economy: globalization and attitudes towards ecommerce, Journal of Global Information Management, Vol. 12 No. 3, pp Stahl, B.C. and Elbeltagi, I. (2004), Cultural universality versus particularity in CMC, Journal of Global Information Technology Management, Vol. 7 No. 4, pp Stylianou, A.C., Robbins, S.S. and Jackson, P. (2003), Perceptions and attitudes about ecommerce development in China: an exploratory study, Journal of Global Information Management, Vol. 11 No. 2, pp Walsham, G. (2001), Making a World of Difference: IT in a Global Context, John Wiley & Sons, Chichester. Yu, Z. (n.d.) The Prospect of E-Commerce Development in China. E-commerce and globalization 201 Corresponding author Ibrahim Elbeltagi can be contacted at: i.elbeltagi@plymouth.ac.uk To purchase reprints of this article please reprints@emeraldinsight.com Or visit our web site for further details:

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