The e-commerce market in the Middle East and North Africa (MENA) grew by more than 30% in 2024, with Saudi Arabia and the United Arab Emirates (UAE) driving the region’s gross merchandise value (GMV), according to a new report.
Conducted by Flowwow, a UAE-based gifting marketplace, and Admitad, a partner marketing platform, the report is based on an analysis of more than 6.8 million online orders across MENA and found that Saudi Arabia and the UAE recorded online order growth of 9% and 7%, respectively, outperforming the regional average of 5%.
The average order value (AOV) also increased, rising from US$30 in 2023 to US$35.6 in 2024 across MENA.
In the UAE, the AOV grew from US$89 to US$102, while Saudi Arabia saw an increase from US$49.6 to US$52.5, indicating stronger consumer spending.
The study identified online gaming, B2B services and fashion as the fastest-growing product categories, with order volumes rising by 32%, 25%, and 23%, respectively.
In the UAE, demand for B2B online services increased by 32%, followed by growth in online gaming (30%), electronics (19%), home goods (18%), and car products (16%).
According to the report, government-led digital transformation strategies, such as the UAE’s Digital Economy Strategy and Saudi Arabia’s Vision 2030, are contributing to the region’s e-commerce expansion by supporting digital infrastructure and promoting technological adoption.
“MENA e-commerce is moving toward AI-driven personalisation, community-oriented strategies, and tailored marketing approaches,” said Anna Gidirim, CEO of Admitad.
The report also highlighted growth in the gifting sector, particularly in the UAE, where Flowwow recorded a 212.6% increase in revenue and a 198.2% rise in gift purchases in 2024 compared to the previous year.
Dubai led in gift orders, with an annual customer base exceeding 11,000 and an average order value of AED 352 (US$96). Flowers accounted for 43.5% of purchases, followed by confectionery and bakery items at 3.7% and balloons at 1.7%.
Flowwow’s CEO, Slava Bogdan, noted that the region is a key driver of the company’s global growth. “The development of the e-commerce and gifting markets, along with support for local entrepreneurship, is creating new opportunities for businesses across the region.
The company expects its gross merchandise value in the UAE to exceed US$6m in 2025, a fourfold increase from 2024.
The MENA e-commerce market, currently valued at US$50bn, is projected to continue expanding in 2025, with AI-driven personalisation, mobile commerce and social shopping expected to play an increasing role.
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