MENA Region Records 44% Surge in E-Commerce Orders Ahead of Festive Season

Flowwow, a UAE-based gifting marketplace, and Admitad, a partnership marketing platform, have revealed significant insights from their latest research on the e-commerce and gifting markets in the MENA region during the 2024 festive season.

Flowwow reported a 62% increase in purchases, an 86% rise in sales turnover, and a 15.76% growth in average order value (AOV) between November and mid-December 2024, compared to the previous year.

November emerged as the peak month, with a 44% surge in online orders, fueled by Black Friday sales and festive preparations for Christmas and New Year. E-commerce orders in MENA grew by 5%, while gross merchandise value (GMV) climbed by 10%. The average order value rose from $30 in 2023 to $36 in 2024, reflecting higher consumer spending on quality items.

Mobile commerce played a pivotal role, accounting for 44.6% of all orders across MENA, with Saudi Arabia leading at 62%. The region’s e-commerce market is projected to reach $50 billion by 2028, with mobile commerce in the UAE and Saudi Arabia expected to quadruple.

Marketplaces continue to dominate, contributing to 67% of total sales in MENA in 2024. Popular product categories included electronics, fashion, and home goods. Flowwow's niche gifting platform saw a surge in online sales, with flowers being the most popular category.

Anna Gidirim, CEO of Admitad, noted that mobile-first experiences and marketplace-driven sales are reshaping shopping habits in the region. As the demand for convenient, mobile-friendly platforms grows, e-commerce and gifting marketplaces are set for further expansion, particularly in the lead-up to key cultural celebrations.