Saudi Arabia drives MENA e-commerce growth during festive season: report

Saudi Arabia led the way in mobile commerce adoption, with 62 percent of online purchases made via mobile devices. File
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Updated 19 December 2024
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Saudi Arabia drives MENA e-commerce growth during festive season: report

RIYADH: Saudi Arabia played a pivotal role in driving a 44 percent increase in e-commerce orders across the Middle East and North Africa region during the 2024 festive season, according to a joint study by Flowwow and Admitad.

The surge was fueled by trends in mobile shopping, cultural celebrations, and gifting. Saudi Arabia led the way in mobile commerce adoption, with 62 percent of online purchases made via mobile devices.

The report also highlighted significant growth in the broader MENA e-commerce market, which is expected to reach $50 billion by 2025. During the holiday season, this market experienced a substantial uptick in activity.

Flowwow, a UAE-based gifting marketplace, reported a 62 percent rise in purchases, an 86 percent increase in sales turnover, and a 15.76 percent increase in average order value compared to the previous year.

Slava Bogdan, CEO of Flowwow, said: “The festive season is one of the peak shopping periods for Flowwow gifting marketplace. It’s a time when our customers focus on celebrating and sharing joy through thoughtful gifts for their loved ones.”

He continued: “Starting with White Friday in November and continuing through the Christmas and New Year festivities, this period represents a critical shopping time in the GCC region, especially with the growing expat population.”

According to the study, November emerged as the busiest month for e-commerce, driven by Black Friday sales and preparations for Christmas and New Year. Ramadan in March and International Women’s Day in January also contributed to sales growth, with increases of 11 percent and 14 percent, respectively.

Across the region, the average order value rose from $30 in 2023 to $36 in 2024, reflecting a shift toward higher spending on quality items.

The report further revealed that mobile commerce accounted for 44.6 percent of all orders in the region in 2024. Following Saudi Arabia’s lead, the UAE recorded 60 percent adoption, Bahrain had 59 percent, and Oman followed with 58 percent. Kuwait and Qatar also saw strong mobile commerce uptake at 57 percent and 54 percent, respectively.

Marketplaces continued to dominate, contributing to 67 percent of total sales. Key product categories included electronics, fashion, and home and garden, while high-value items like furniture and jewelry drove higher AOVs.

“This year’s surge in e-commerce activity demonstrates the evolving shopping habits in the MENA region, where mobile-first experiences and marketplace-driven sales have become the backbone of consumer behavior. Our data highlights how businesses can leverage these trends to optimize their strategies and grow significantly during peak seasons,” said Anna Gidirim, CEO of Admitad.

Among the countries in the region, Kuwait recorded the highest average order value at $127, followed by the UAE at $102, Egypt at $74, Saudi Arabia at $52, and Qatar at $50.

Pakistan saw the largest sales growth at 28 percent, with notable increases in Kuwait at 17 percent and Saudi Arabia at 8 percent, according to the survey data.

The report emphasized the importance of cultural celebrations in shaping consumer behavior and underscored the growing role of mobile commerce and marketplaces in the region’s e-commerce landscape.


GCC countries’ merchandise foreign trade volume reaches $1.6tn: GCC Stat

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GCC countries’ merchandise foreign trade volume reaches $1.6tn: GCC Stat

RIYADH: Gulf Cooperation Council countries’ merchandise foreign trade volume, excluding trade among themselves, increased by 7.4 percent in 2024 to reach $1.6 trillion, according to the GCC Statistical Center.

This compares to $1.5 trillion in 2023 and marks the highest level recorded in its history during the period from 2017 to 2024.

The data, which the Center compiles regularly in cooperation with national statistical centers and agencies in the member states, showed that the total value of merchandise exports reached about $850 billion in 2024, compared to roughly $821 billion in 2023, an increase of about 3.4 percent. 

The Center indicated that this growth is attributed to a 22.5 percent rise in non-oil exports and a 1.4 percent increase in re-exports, while exports of oil and natural gas declined by 1.8 percent.

Conversely, merchandise imports recorded a notable increase, reaching approximately $740 billion in 2024, compared to about $659 billion the previous year, a growth of 12.3 percent. 

As a result, the merchandise trade balance achieved a surplus estimated at about $110 billion in 2024, compared to a surplus of about $162 billion in 2023, recording a decline of 32.4 percent. This decrease was due to imports growing at a faster pace than exports.

China leads

According to 2024 data, China, India, and Japan topped the list of the GCC’s main trading partners. These are the same three countries that maintained their order from the previous year, 2023. 

Collectively, they accounted for about 36 percent of the GCC’s total merchandise trade exchange with the world, confirming the pivotal position of the Asian continent in the structure of Gulf global trade. 

China ranked first with an exchange volume of about $299 billion, or 18.8 percent. India followed with a volume of about $158 billion, or 9.9 percent, a difference of roughly $141 billion. 

Japan came third with about $114 billion, or 7.2 percent. The US placed fourth with an exchange volume of nearly $89 billion, or 5.6 percent, followed by South Korea with about $88 billion, or 5.5 percent, recording noticeable growth compared to the previous year. 

Notably, the top five countries together accounted for about 47 percent of the GCC’s total merchandise trade exchange in 2024, highlighting the depth of strategic trade links between the GCC and these major Asian and American economies.

The data also showed that China maintained its position as the largest trading partner for GCC exports, with a value of about $137 billion, representing 16.2 percent of total exports. 

It was followed by India with about $103 billion, or 12.1 percent, then Japan with $83 billion, or 9.8 percent, and South Korea with $74 billion, or 8.7 percent. Iraq came in fifth place with about $36 billion, or 4.2 percent. 

These top five destinations for exports accounted for about 51 percent of the GCC’s total exports in 2024, with a total value estimated at $433 billion, confirming the importance of Asian markets as key destinations for Gulf exports.

For merchandise imports, China continued to lead the list of trading partners, with import values reaching about $161 billion, or 21.8 percent. It was followed by the US with $57 billion, or 7.8 percent, then India with $55 billion, or 7.4 percent.

The top five sources for imports accounted for about 45 percent of the GCC’s total imports in 2024, valued at roughly $331 billion. This indicates the GCC’s reliance on its key partners in Asia and the US to meet its needs for industrial and technological goods, while it continues its role as a major supplier of energy and raw materials to global markets. 

These indicators reinforce Asia’s position as a primary hub for Gulf trade, both in terms of export flows and import diversity, cementing the ongoing shift toward strengthening economic partnerships between GCC countries and major Asian markets.

GCC showing its trading power

The 2024 data confirmed that the GCC maintained its position among the world’s largest trading economies, ranking fifth globally in terms of merchandise trade exchange volume.

This distinguished performance elevated the GCC from sixth place in 2023 to fifth in 2024, affirming its growing stature in the international trade system and its pivotal role in global supply and energy chains. 

The data showed that the Council maintained fifth place globally for total merchandise exports, with a value of about $850 billion, equivalent to 3.5 percent of the global total, reinforcing its position as a major exporter in international merchandise trade. 

Conversely, the GCC advanced to eighth place globally for total merchandise imports, up from ninth place the previous year, as the value of imports rose to about $740 billion, a growth of 12.3 percent, the highest growth rate among the world’s top ten economies. 

Regarding the merchandise trade balance surplus, it reached about $110 billion in 2024, placing the GCC fifth globally, despite a 32.4 percent decline compared to the previous year due to a slight decrease in exports alongside faster import growth. 

Despite this relative decline, the GCC retained its position among the top five economies with a global trade surplus, confirming its continued status as one of the most prominent players in international merchandise trade.

GCC foreign trade statistics indicated that the volume of trade among member states, measured by total intra-GCC merchandise exports, reached about $146 billion in 2024, recording growth of 9.8 percent compared to about $133 billion in 2023. 

This growth was attributed to a 3.7 percent increase in the value of national non-oil intra-GCC merchandise exports, reaching about $45 billion in 2024 compared to $43 billion the previous year, in addition to a 1.5 percent rise in intra-GCC oil and gas exports to $33 billion compared to $32.7 billion in 2023. 

Re-exported goods witnessed strong growth of 19.1 percent, rising from $57 billion in 2023 to about $68 billion in 2024, which contributed significantly to boosting the volume of intra-GCC merchandise trade. 

Data showed the development of intra-GCC merchandise trade during the period 2017–2024, ranging from $78 billion in 2017 and peaking at $146 billion in 2024— the highest level ever recorded. 

A sharp decline of 12.7 percent is noted for 2020 due to the impacts of the COVID-19 pandemic, before returning to a consistent upward trajectory in subsequent years.

Regarding the contribution of member states to the volume of intra-GCC merchandise trade in 2024, the UAE ranked first with a contribution of about $69.9 billion, or 47.9 percent of the total, compared to $66.5 billion in 2023, recording growth of 5.1 percent. 

Saudi Arabia came second with a value of $40.7 billion, or 27.9 percent of the total, compared to $34.7 billion the previous year, achieving growth of 17.2 percent. 

Kuwait and Qatar tied for third place, each contributing $10.2 billion, or 7.0 percent of the total each, compared to $6.2 billion for Kuwait and $7.4 billion for Qatar in 2023. This represented strong growth of 64.5 percent for Kuwait and 37.8 percent for Qatar. 

Oman ranked fifth with a value of about $7.9 billion, or 5.4 percent of the total, compared to $8.3 billion in 2023, recording a slight decline of 4.2 percent. Bahrain came sixth with a value of $7.1 billion, or 4.9 percent of the total, compared to $9.9 billion the previous year, a decrease of 28.1 percent. 

The data showed that the UAE and Saudi Arabia together accounted for about 75.8 percent of the GCC’s total intra-GCC trade in 2024, reflecting a clear concentration of intra-GCC trade activity in these two countries, which represent the main engine for regional trade movement.