Today's Edition
KHALED AL KHAWALDEH (ABU DHABI)
A new report from UAE-based gifting marketplace Flowwow and partner marketing platform admitad reveals that the Middle East and North Africa (MENA) e-commerce sector grew by over 30% in online orders in 2024.
It found that the UAE alone recorded a 7% surge in online orders, outpacing the MENA average of 5%, while Saudi Arabia grew by 9%.
According to the report, the region's Average Order Value (AOV) climbed from $30 in 2023 to $35.60 in 2024.
The UAE reported a jump from $89 to $102, and Saudi Arabia rose from $49.60 to $52.50. The report said these increases reflect growing consumer confidence in e-commerce and an expanding digital marketplace.
The report deduced that Saudi Arabia and the UAE's topping of the list for overall e-commerce sales was thanks to active consumer spending and supportive digital infrastructure in the two countries.
They were joined by Turkiye and Egypt in the top five, driven by large populations and ongoing digital adoption.
Markets such as Morocco, Pakistan, Qatar, Algeria and Bahrain were also found to have benefited from the rise in mobile-driven commerce.
"MENA e-commerce is heading toward AI-driven personalization, community-focused marketing, and the growing influence of social platforms like TikTok and Pinterest," said Anna Gidirim, CEO of Admitad.
"While AI streamlines operations, human-centred customer service remains vital for trust and loyalty."
Within the UAE, the gifting segment experienced an impressive 200% increase in revenue on Flowwow's platform in 2024, alongside a 198% jump in total orders and 160% growth in the number of buyers. This boost was attributed to the UAE's multinational population and the cultural emphasis on gift-giving for personal and social celebrations.
"Developing e-commerce and gifting, along with support for local SMEs, fuels economic expansion and opens new doors for entrepreneurs," said Slava Bogdan, CEO of Flowwow.
"The UAE drives our global growth, and our record-breaking results in 2024 lay the groundwork for even stronger performance in 2025–2026, where we expect 300% year-on-year growth in the region."
Looking ahead to 2025, the report predicts the growth trend to continue. Flowwow projects its own gross merchandise value (GMV) to grow to $6 million by next year - up from $1.5 million.
