Festive shopping, mobile commerce, and cultural celebrations drive record-breaking growth across the region.
The MENA region’s e-commerce market experienced remarkable growth in 2024, with a 44% surge in orders during November’s holiday season. This uptick coincided with Black Friday and the festive gifting period, showcasing the influence of cultural and seasonal trends on consumer behavior. Forecasted to reach a market volume of $50 billion by 2025, MENA e-commerce is thriving, fueled by innovations in mobile shopping and consumer-focused strategies.
Festive Season Peaks and Key Trends
The November peak, driven by Black Friday sales, marked a critical period for the e-commerce sector. Key celebrations like Ramadan and International Women’s Day in January and March also contributed significantly to growth, with online sales increasing by 11% and 14% during these months, respectively.
Flowwow, a UAE-based gifting marketplace, reported a staggering 62% increase in purchases, an 86% rise in sales turnover, and a 15.76% boost in average order value (AOV) during November to mid-December 2024 compared to the same period in 2023. The AOV climbed from $30 in 2023 to $36 in 2024, reflecting heightened consumer spending on high-quality items.
“Festive seasons are pivotal for Flowwow,” said CEO Slava Bogdan. “Starting with White Friday and extending through Christmas and New Year, these periods resonate deeply with the growing expat population in the GCC. At Flowwow, we connect customers with local shops, ensuring their gifts are as unique as their sentiments.”
Mobile Commerce Takes the Lead
Mobile commerce dominated the e-commerce landscape in 2024, accounting for 44.6% of all orders. Saudi Arabia led the way, with 62% of transactions made via mobile devices, followed by the UAE (60%), Bahrain (59%), Oman (58%), Kuwait (57%), and Qatar (54%).
“This year’s surge in e-commerce activity highlights evolving shopping habits, where mobile-first experiences and marketplace-driven sales are reshaping consumer behavior,” said Anna Gidirim, CEO of Admitad.
Product Categories and Consumer Preferences
Marketplaces accounted for 67% of total sales, reflecting their growing appeal for convenience and variety. Popular product categories included:
- Electronics (21.4%)
- Fashion (19%)
- Home and Garden (18.5%)
Luxury items such as furniture, electronics, and jewelry saw the highest AOV, averaging $255, $228, and $225, respectively. Flowwow’s niche gifting marketplace observed strong demand for flowers (AOV of Dh272.96), pastries (Dh135.74), and gourmet gift sets (Dh161.48).
Regional Insights and Growth Leaders
Kuwait led in AOV at $127, followed by the UAE at $102. Pakistan topped sales growth with a 28% increase, followed by Kuwait (17%) and Saudi Arabia (8%). Kuwait also recorded the highest GMV growth at 25%, with significant increases in Pakistan (22%), Saudi Arabia (21%), and Egypt (15%).
Future of E-Commerce in MENA
With mobile commerce and cultural events driving consumer demand, the MENA e-commerce market is set for sustained growth. The UAE and Saudi Arabia, in particular, are expected to quadruple their mobile commerce volumes by 2028, further solidifying the region’s status as a global e-commerce hub.
Innovative platforms that cater to consumer preferences and embrace advanced technologies will emerge as market leaders, shaping the future of e-commerce in the MENA region.
