  Retailers in Saudi Arabia have been reserved in their adoption of
electronically delivered aspects of their business. This paper reports research
that identifies and explores key issues to enhance the diffusion of online
retailing in Saudi Arabia. Despite the fact that Saudi Arabia has the largest
and fastest growth of ICT marketplaces in the Arab region, e-commerce
activities are not progressing at the same speed. Only very few Saudi
companies, mostly medium and large companies from the manufacturing sector, are
involved in e-commerce implementation. Based on qualitative data collected by
conducting interviews with 16 retailers and 16 potential customers in Saudi
Arabia, 7 key drivers to online retailing diffusion in Saudi Arabia are
identified. These key drivers are government support, providing trustworthy and
secure online payments options, provision of individual house mailboxes,
providing high speed Internet connection at low cost, providing educational
programs, the success of bricks-and-clicks model, and competitive prices.
