Doing Business in Jordan: Market Entry, GTM Strategy & Growth Potential

The population of Jordan is 11,589,533, and is growing at the rate of 2.12%. The GDP per capita, which represents the potential spending power of the people, is $13,257, measured on a purchasing power parity (PPP) basis to allow comparison with other countries.

93.46% of Jordan’s population lives in urban areas. 62.28% of the population is of working age (15-59). 95.62% of the population has internet access and 60% has 5G mobile coverage. These factors are important for digital-first businesses to keep in mind.

The Accuracast International Growth Index ranks Jordan #34 overall for market attractiveness,  rising 20 places over the past year.

How we can help you grow in Jordan:

Accuracast offers a comprehensive range of international digital marketing services to support brands looking to grow their presence in Jordan. Whether you need an international SEO agency, an international advertising agency, or an international social media marketing agency specialising in Jordan, we’ve got you covered.

How Digitally Mature is the Market in Jordan

The digital search demand score for Jordan is 37.32.

While Jordan’s overall search demand score reflects its smaller domestic market size, commercial intent across the index’s benchmark keyword basket remains active, generating over 1.3 million tracked searches (roughly 112 searches per 1,000 people). This sample reveals an accessible advertising landscape with a weighted average cost-per-click (CPC) of $0.77 and a manageable competition score of 3.78, offering a cost-effective entry point for paid campaigns.

Search behaviour is consolidated to Google as it commands approximately 97% of the search engine market in Jordan. For international brands entering this market, standardising SEO and paid search strategies around Google provides a highly efficient path to capturing high-intent consumer traffic without facing high advertising costs.

Go-To-Market Strategy Considerations for Jordan

The purchasing power score for Jordan is 53.31, and the country scores 79.46 for digital readiness.

This combination reflects a tech-savvy market with moderate, stabilizing spending power. According to World Bank and IMF projections, Jordan’s real GDP is forecast to grow by 2.70% in 2026, with inflation expected to remain tightly managed between 2.50% and 2.70%. This stable macroeconomic environment provides a predictable landscape for foreign entrants. While per capita wealth is lower than in neighbouring Gulf States, Jordan’s concentrated, urban population and strong digital infrastructure make it an accessible testing ground for digital services and e-commerce in the region.

Financial & payment infrastructure

In terms of financial infrastructure, Jordan scores 73.42.

The financial sector is strictly and effectively regulated by the Central Bank of Jordan (CBJ), which has proactively championed financial technology through its Open Finance frameworks and the national JoMoPay (Jordan Mobile Payment) switch. For international businesses, this is highly regulated but progressive ecosystem means digital wallets, instant account-to-account payments and seamless e-commerce transactions are reliable and widely adopted.

Regulatory & business setup friction

From a business expansion point of view, Jordan scores 53.18 for regulatory complexity and legal restrictions. This is reverse-scored, meaning the higher the score, the easier it is to navigate local regulation.

This moderate score reflects substantial ongoing overhauls led primarily by the Ministry of Investment, alongside digital business registration updates from the Ministry of Industry, Trade and Supply. Foreign businesses benefit from the landmark Investment Environment Law and increasingly digitized government services designed to lower barriers to entry and streamline commercial operations.

The score of 40.47 indicates the costs and friction associated with setting up a business presence in Jordan.

Establishing a business in Jordan has become notably more affordable, but navigating the local workforce requires strategic planning. While the administrative cost to start a foreign firm is highly competitive and tax filing times are streamlined, the labour market presents a complex dynamic.

According to Jordan’s Department of Statistics (DoS), the overall unemployment rate stands at 16.1%, though it remains elevated at 21% among Jordanian citizens. While this suggests a large available labour pool, businesses often face a skills mismatch, requiring investment in training to bridge the gap between academic qualifications and private-sector needs.

Jordan market attractiveness change

Compared to last year, the overall International Growth Index score for Jordan has changed 2.92 points, moving the country 20 places higher from 2025, to rank #34 in 2026.

This significant climb was primarily driven by improvements in demographic and economic fundamentals. The addressable market size expanded notably as Jordan’s population grew to nearly 11.6 million, with a high 93.4% urban concentration. This expansion was further boosted by a sharp rebound in the annual population growth rate, which recovered from a migration-driven low of –0.94% to a positive +2.12%.

Concurrently, purchasing power improved, with GDP per capita (PPP) climbing over 5%. Paired with steady real GDP growth of 2.7% and stable currency condition, the macroeconomic gains drove Jordan’s surge in the rankings.

Most Popular Social Media Platforms in Jordan:

1. WhatsApp
2. Facebook
3. Instagram
4. Snapchat
5. YouTube
6. TikTok
7. LinkedIn
8. Telegram
9. X
10. Reddit

The official national language is Arabic, which is essential for mass-market communication. English is widely spoken among the younger segment of the population and the educated urban middle class, serving as the primary language for corporate business, technology and finance. Overall, English is spoken by 20-30% of the population, but proficiency is fairly low.

Marketing teams should prioritise high-quality Arabic localisation to build trust and cultural resonance, while B2B or premium consumer campaigns can effectively leverage bilingual or English-first strategies.

What Are the Risks of Expanding into Jordan

While new market expansion can be exciting, it is important to also consider the risks when entering a market like Jordan.

1. Jordan borders several historically volatile nations. While the country itself remains a cornerstone of stability in the Middle East, regional conflicts can impact cross-border trade routes, logistics and broader investor sentiment.
2. With a very high unemployment rate, businesses may find it easy to attract applicants but difficult to secure specialized talent, particularly in advanced tech and digital marketing roles.
3. Jordan is one of the most water-scarce countries in the world and relies heavily on energy imports. Businesses with physical supply chains or heavy manufacturing footprints must account for potentially high utility costs and resource limitations.
4. While setup costs have improved, businesses must remain agile in adapting to evolving tax structures and fiscal policies implemented by the government to manage national debt and public spending.

How Does Jordan Compare to Other Top Markets?