MENA E-Commerce Grew 30% in 2024 From Online Orders

The e-commerce sector in the MENA region, valued at $1.80 billion, experienced a 30% growth in 2024, according to a joint report by Flowwow and Admitad. The growth was driven by online orders, with the UAE seeing a 7% increase and Saudi Arabia a 9% increase. Alongside them, Kuwait emerged as one of the top contributors by gross merchandise value (GMV) of online sales, with Turkiye and Egypt following due to their large populations and expanding digital landscapes. Other countries such as Morocco, Pakistan, Qatar, Algeria, and Bahrain also benefited from a rise in mobile commerce.

The report also highlighted a significant jump in average order values (AOV) across the MENA region in 2024. AOV increased from $30 in 2023 to $35.60 in 2024. The UAE saw a notable rise in AOV from $89 to $102, while Saudi Arabia’s AOV grew from $49.60 to $52.50. These figures reflect the growing purchasing power and confidence of online consumers in the region.

In terms of product categories, online gaming led the growth in the MENA region with a 32% increase in orders. B2B services and fashion also experienced growth, recording a 25% and 23% increase in orders, respectively. These categories are benefiting from both evolving consumer preferences and technological advancements in online shopping platforms.

In the UAE, the gifting market has been a major growth driver, projected to expand at a compound annual growth rate (CAGR) of 14.7% from 2024 to 2030. With over 200 active sellers, including 150 based in Dubai, the gifting market has played a significant role in revenue generation by offering a variety of gifts, ranging from flowers to jewellery. This has helped meet diverse customer needs and ensure fast delivery across key cities.

With a total e-commerce value of $50 billion in the MENA region, the sector continues to develop trends focused on user-friendly technology, community-driven mechanics, and personalized mobile shopping experiences. Both Flowwow and Admitad predict that the region’s e-commerce sector will continue to grow in 2025, due to the overall expansion of the digital economy and ongoing government initiatives across the region.