The decision to exit the Jordanian market is part of a broader trend where Carrefour is reassessing its position in several non-core markets globally. While the brand has been a well-known player in the Middle Eastern retail sector, it has faced increased competition from local and regional players, along with the shifting dynamics of consumer shopping behavior post-pandemic. The company’s focus is now on consolidating its efforts in markets where it holds stronger footholds and higher growth potential.
Though Carrefour did not provide a detailed explanation for its departure from Jordan, industry analysts suggest the company has been struggling to adapt to the local market conditions, which have grown increasingly competitive. Additionally, the shift in consumer behavior toward e-commerce and online grocery shopping has been challenging for brick-and-mortar stores, particularly in regions where Carrefour has seen stagnant growth.
Carrefour’s exit from Jordan also follows the broader trend of restructuring seen in other parts of the world. In recent years, Carrefour has streamlined its operations, focusing more on its European markets and expanding its e-commerce capabilities. The company has also been focusing on optimizing its supply chain and reducing operational costs, as it seeks to remain competitive amid the changing retail landscape. This move in Jordan is seen as part of these strategic adjustments.
The retailer's official statement, issued in coordination with its local Jordanian partners, conveyed an apology to customers for the disruption. Carrefour also assured employees that efforts were being made to ensure a smooth transition and to provide support in finding alternative opportunities within the company’s other operations. This closure has prompted questions regarding the future of the retail sector in Jordan, with Carrefour’s departure leaving a noticeable gap in the market for large-scale international supermarkets.
Carrefour’s operations in Jordan included several hypermarkets and convenience stores, which catered to a wide demographic across the country. However, as competition intensifies with both local chains and the growth of online retail platforms, major international retailers are reconsidering their strategies in certain markets. For Carrefour, this is not the first market exit; it has previously pulled out from other regions where it faced similar challenges, such as certain Southeast Asian markets.
The retailer’s broader strategy moving forward seems to be aimed at consolidating its operations in markets with higher growth potential, including countries like France, Brazil, and China, where it has made substantial investments. The company continues to invest heavily in its digital platforms, with a particular focus on enhancing its online grocery delivery services, which have seen substantial growth during the pandemic era. These shifts suggest that Carrefour’s long-term strategy is increasingly leaning toward digitalization and greater regional focus.