Flowwow, a UAE-based gifting marketplace, in collaboration with Admitad, has unveiled a comprehensive 2024 report on the e-commerce and gifting markets in the Middle East. Valued at $1.8 billion, the market experienced significant growth, with notable increases in online orders, particularly in Saudi Arabia and the UAE. The research, which analyzed over 6.8 million orders across the MENA region, highlights the UAE, Saudi Arabia, and Kuwait as the top contributors to online sales in the region, driven by active consumer spending and digital growth.
The data reveals that online orders in the UAE and Saudi Arabia grew by 7% and 9%, respectively, surpassing the regional average growth of 5%. Average order values (AOV) also showed an upward trend, with the AOV in MENA rising from $30 in 2023 to $35.6 in 2024. The UAE’s AOV grew from $89 to $102, while Saudi Arabia saw a rise from $49.6 to $52.5.
The most significant growth in product categories was seen in online gaming, which saw a 32% increase, followed by B2B services and fashion, which rose by 25% and 23%, respectively. These trends point to a rising demand for digital entertainment, professional solutions, and online retail. Additionally, government initiatives such as the UAE’s Digital Economy Strategy and Saudi Arabia’s Vision 2030 are fostering technological innovations that support the region’s e-commerce boom.
In the UAE, the gifting market has seen an unprecedented surge, with Flowwow reporting a 200% growth in 2024. The market’s expansion is fueled by the region’s rich gift-giving culture and a growing preference for online gifting solutions. Dubai leads the market, with high purchasing power and a significant average order value.
Flowwow’s growth has been attributed to expanding its seller network, tailored solutions, and strategic marketing campaigns during major holidays. The gifting segment, particularly flowers, continues to dominate the UAE market, accounting for a significant portion of total purchases. Flowwow projects continued growth, with expectations of a 4x increase in revenue by 2025.
The success of this partnership between Flowwow and Admitad underscores the region’s role as a key driver in global e-commerce growth, fueled by digital transformation, government support, and an increasingly tech-savvy consumer base.
