The e-commerce and gifting sectors in the Middle East and North Africa (MENA) experienced significant growth in 2024, reaching a market valuation of $1.8 billion. This growth is fueled by increased online orders, especially in the UAE and Saudi Arabia, where both countries saw notable increases in mobile commerce and average order values (AOV).
The UAE and Saudi Arabia have become key contributors to the region’s e-commerce boom, alongside other countries like Kuwait, Turkiye, and Egypt. Online gaming, digital entertainment, B2B services, and fashion witnessed substantial growth. As the MENA region embraces digital transformation, government initiatives such as Saudi Arabia’s Vision 2030 and the UAE’s Digital Economy Strategy have further supported this expansion.
In the UAE, the gifting market is expected to grow at a compound annual growth rate (CAGR) of 14.7% from 2024 to 2030, driven by a diverse consumer base and a rich culture of gift-giving. Platforms like Flowwow have seen rapid growth, with a 212.6% revenue increase in 2024. Flowers, confectionery, and bento cakes are popular gifting categories, highlighting the diverse preferences of consumers in the UAE.
The MENA region’s e-commerce market, projected to reach $50 billion by 2025, is set for continued growth, driven by innovations in AI, personalized shopping, and the digital economy.
ABOUT FLOWWOW
Flowwow, a leading gifting platform, has seen remarkable success in the UAE, with a 170% growth in GMV in 2024. The company is on track for significant expansion, expecting a 4x increase in growth by 2025-2026.
