Flowwow, a UAE-based gifting marketplace, and Admitad, a partner marketing platform, have released their joint 2024 report on the e-commerce and gifting markets in the Middle East, revealing impressive growth across the region.
The market, valued at $1.8 billion, saw significant increases in online orders, with the UAE and Saudi Arabia leading the charge—7% and 9% growth, respectively.
The report analyzed over 6.8 million online orders from across the MENA region, including Turkey and Pakistan, highlighting Saudi Arabia, the UAE, and Kuwait as top contributors by gross merchandise value (GMV). Growth was driven by strong consumer spending and digital expansion, with online gaming seeing the largest jump in orders (32%). B2B services and fashion also saw notable increases, growing by 25% and 23%, respectively.
The UAE’s gifting market stood out, experiencing record-breaking growth with a 200% increase in 2024. Dubai emerged as the leader, with the highest average order value at $96, driven by the city's dynamic retail ecosystem and high purchasing power. Flowers were the most popular gift category, making up 43.5% of total purchases.
With government initiatives such as the UAE’s Digital Economy Strategy and Saudi Arabia’s Vision 2030 fueling digital transformation, MENA’s e-commerce sector is poised for continued growth. The rise of AI-driven personalization, mobile shopping, and the influence of platforms like TikTok are reshaping consumer behaviors, particularly among Generation Z.
Looking ahead, MENA's $50 billion e-commerce market is expected to thrive, with the gifting segment contributing significantly to the region's economic growth.
News Source: Flowwow
