Ramadan and Eid Al-Fitr 2025 are shaping up to be record-setting seasons for e-commerce and digital gifting across the MENA region.
According to new research by Flowwow, a UAE-based gifting platform, in partnership with Admitad, online orders are forecast to grow by 30% for Eid, driven by a massive 150%+ increase in gift demand during Ramadan and a continued shift in consumer behavior toward meaningful, mobile-first shopping experiences.
This upward trajectory builds on strong performance in 2024, where Ramadan and Eid cemented their roles as peak shopping seasons. As digital gifting becomes more central to how consumers celebrate, the market is becoming increasingly competitive, with e-commerce giants, super apps, niche platforms, and traditional retailers all racing to meet the growing demand.
A Surge in Sales and Sentiment
The report analyzed over 900,000 orders, showing that GMV during Ramadan 2025 jumped by 203.7%, with gift order volumes climbing by 152.8% compared to the previous year. This surge isn’t just about volume—it’s about value, too. The average order value rose from $41 to $49 year-on-year, particularly in high-spending markets like Kuwait ($125), Saudi Arabia ($86), and the UAE ($83).
“Increasingly, Ramadan and Eid are not just about consumption—they’re about connection,”
said Slava Bogdan, CEO of Flowwow.
“We’re seeing more shoppers choosing gifts that carry emotional meaning, reflecting the spirit of generosity and family that defines this season.”
The most popular gift categories for Eid include:
- Flowers (73.4%)
- Pastries & confectionery (20.4%)
- Gourmet sets (2%)
- Edible bouquets (1.5%)
These products are often used to mark Iftar gatherings, surprise loved ones, and serve as thoughtful gestures during Eid celebrations.
Regional Growth and Changing Preferences
Ramadan 2025 has already outpaced the previous year’s benchmarks. MENA-wide sales increased by 9%, while GMV rose 35%. Country-specific growth is also notable:
- Saudi Arabia: +30% in orders, +35% in GMV
- UAE: +20% in orders, +13% in GMV
- Eid 2024: Sales up 38%, total spending up 36%
Meanwhile, mobile-first shopping has continued to dominate, especially among Gen Z consumers. Over 40% of orders in MENA are now placed via mobile—rising to 50%+ in Saudi Arabia and 47% in the UAE, up from 39% last year.
“E-commerce in MENA is now defined by mobile accessibility, speed, and emotional value,”
said Anna Gidirim, CEO of Admitad.
“The Ramadan and Eid season highlights this transformation, particularly in Saudi Arabia and the UAE, where digital retail is now deeply embedded in consumer culture.”
Intensifying Competition in the Gifting Market
With the MENA gifting market projected to grow from $6.36 billion in 2025 to $8.47 billion by 2032, the space is drawing attention from a wide range of players:
- Niche gifting platforms: Flowwow, Floward, FNP
- Super apps: Talabat, Careem, Deliveroo
- Traditional retailers and e-commerce giants: Amazon UAE, Noon
These platforms are expanding gift categories, launching Eid collections, and focusing on personalisation, seamless delivery, and convenience to win over consumers. The most successful ones will be those that differentiate with emotional resonance, fast service, and curated experiences.
What MENA Shoppers Are Buying
In broader e-commerce trends during Ramadan, the top categories included:
- Fashion: 17.8% of total orders
- Electronics: 16%
- Home goods: 15%
- Automotive & accessories: 8%
- Toys & hobbies: 6.5%
- Beauty & health: 6.2%
- Tools, mother & kids, and sports made up the remaining share
Country-specific preferences also emerged:
- Saudi Arabia: Higher demand for electronics and auto parts
- UAE: Focus on fashion and car accessories, with lower interest in beauty and home tools
Looking Ahead
As Ramadan progresses, industry experts forecast that Eid Al-Fitr 2025 will set new records for digital gifting and overall e-commerce across the region. With consumer sentiment high, and platforms scaling their capabilities and inventories, the upcoming Eid period is poised to deliver double-digit growth, particularly in UAE, Saudi Arabia, and Kuwait.
The continued success of this season underscores a larger trend: Ramadan and Eid are no longer just traditional holidays—they are powerful, emotional drivers of modern digital commerce in MENA.
News Source: Flowwow
