A collaborative analysis by Flowwow and Admitad estimates that the e-commerce market in the MENA (Middle East and North Africa) region is currently valued at USD 1.80 billion and expanded by 30% in 2024.
In 2024, the market saw a 7% increase in online orders in the United Arab Emirates (UAE) and a 9% increase in Saudi Arabia, solidifying their leadership positions in the region.
By gross merchandise value (GMV) of online sales, Saudi Arabia, the United Arab Emirates, and Kuwait were the leading contributors. Due to their sizable populations and rapid technological advancement, Turkey and Egypt came next.
The expansion of mobile commerce also benefited Morocco, Pakistan, Qatar, Algeria, and Bahrain.
In contrast to the MENA region’s average 5% growth, internet orders in the UAE and Saudi Arabia increased by 7% and 9%, respectively.
The study also found that average order values (AOV) in the area increased in 2024.
The AOV in MENA increased from USD 30 in 2023 to USD 35.60 in 2024, with Saudi Arabia rising from USD 49.60 to USD 52.50 and the United Arab Emirates from USD 89 to USD 102.
With a staggering 32% increase in orders, online gaming led all product categories in MENA in terms of order growth. Fashion and B2B services had increases of 23% and 25%, respectively.
“MENA e-commerce is shifting toward AI-driven personalisation, community-oriented strategies, customised marketing approaches, and content platforms like TikTok and Pinterest as important shopping hubs for Generation Z,” said Anna Gidirim, CEO of Admitad.
According to a recent study, the UAE gifting market is expected to expand at a 14.7% compound annual growth rate (CAGR) between 2024 and 2030. With more than 200 active vendors, 150 of whom are based in Dubai, the giving marketplace cemented its presence in the United Arab Emirates.
In order to satisfy a wide range of consumer tastes and guarantee quick fulfilment in important locations, these local vendors have significantly increased revenue by providing over 24,000 different presents throughout the United Arab Emirates, ranging from flowers to jewellery.
“The growth of e-commerce and gifting markets, along with support for local entrepreneurship (SMEs), drives economic growth and creates new opportunities for both individuals and local businesses in the region,” said Slava Bogdan, CEO of Flowwow.
“The UAE in particular, along with the MENA area as a whole, is driving our company’s growth in the international market. Our historic 2024 performance has paved the way for future expansion. We anticipate a 4x rise and YoY growth of +300% in the region in 2025–2026,” Bogdan continued.
Personalised mobile shopping experiences, community-driven mechanics, and user-friendly technology are the foundations of the USD 50 billion MENA e-commerce industry’s ongoing developments.
According to Flowwow and Admitad, the sector will continue to grow in 2025 due to regional government initiatives and the general growth of the digital economy.