E-commerce Booms in MENA as Ramadan and Eid Gift Sales Skyrocket

Eid al-Fitr and Ramadan are fuelling a record-breaking boom in online gift sales across the Middle East and North Africa, with demand skyrocketing by more than 150% and a further 30% growth predicted for Eid in 2025, research by Flowwow and Admitad indicates.

Analysing shopper data from more than 900,000 transactions, the report shows consumers throughout the MENA region embracing online platforms more than ever to source Ramadan and Eid gifts. Indeed, this festive season has emerged as an undisputed highlight for e-commerce, tapping into a growing trend of digital gifting as shoppers blend convenience with tradition.

According to the study, sales across the region this Ramadan grew by 9% on last year, while Gross Merchandise Value (GMV)—a measure analysts use to track the total retail sales value—jumped 35%. Saudi Arabia topped regional growth figures, witnessing an impressive surge of 30% in orders and 35% spike in GMV, while the UAE followed closely, recording a robust 20% uptick in orders and a GMV increase of 13%.

"If these initial Ramadan results set the standard," predicts Anna Gidirim, CEO at Admitad, "then Eid al-Fitr 2025 looks set to break records, pushing online sales upward by around 10% and GMV climbing an estimated 30% compared to last year."

Perhaps most striking in the data is the increase in gifting. Demand for online gifts alone surged by a whopping 150%, reflecting a significant shift as families and friends turn more often to digital channels to express affection and maintain bonds through traditional celebrations.

The regional gifting market itself shows considerable long-term promise, with analysts forecasting growth from $6.36 billion in 2025 to around $8.47 billion by 2032. This steady rise—boasting an annual compound growth rate of just over 4%—is prompting online platforms big and small to jostle fiercely for a greater slice of the pie.

Historically, the lead-up to Eid al-Fitr prompts heavy last-minute shopping, and increasingly that means tapping, swiping, or clicking to secure the perfect gift. Flowwow's CEO, Slava Bogdan, observed the shift with confidence, noting that flowers, sweets, and gourmet gift sets remain firm favourites for the festive season. "People are seeking thoughtful gifts more than ever before to strengthen bonds with loved ones, particularly in the UAE, where we expect Eid gifting sales will climb by around 50% compared to the year before."

A distinct highlight this Ramadan has been the average order value rising from $41 to $49 across key markets. Kuwaiti consumers led the way with an average spend per purchase reaching a generous $125. Saudi Arabia and the UAE followed closely, recording averages of $86 and $83, respectively. Meanwhile, in Qatar and Jordan, the numbers came in at $53 and $48, underscoring how cultural celebrations are driving broader consumer generosity online.

Similarly, one burgeoning trend this year was shopping via mobile devices. Over 40% of all purchases for Ramadan and Eid were made through mobiles—up sharply from previous figures. Saudi Arabia saw mobile transactions breaching the 50% mark, while in the UAE they jumped noticeably from 39% up to 47%. It’s clear that younger shoppers—particularly Gen-Zs raised in an era dominated by smartphones—are reshaping regional retail significantly.

As the gifting marketplace expands, diverse platforms—from regional heavyweight Amazon UAE to multi-tasking super-apps like Talabat and Careem, as well as specialist platforms Floward, FNP, and Flowwow itself—are battling for attention. Consequently, niche companies will need to set themselves apart through convenience, emotional connectivity, and a uniquely engaging user experience.

Alongside gifting, Ramadan saw consumers splasing out on fashion (close to 18% of regional orders), electronics, home goods, and even automobile accessories. Priorities differed slightly between prominent markets: Saudi shoppers enthusiastically snapped up auto parts and gadgets, while UAE buyers showed more interest in accessories, fashion, and automotive products, moving away this year from beauty products and DIY tools.

With consumer behaviours returning stronger each Ramadan season, it's clear that online shopping in the region is thriving beneath the festive glow of tradition and generosity. Retailers big and small are scrambling for prominence as consumers increasingly click their way towards meaningful connections and memorable moments—whether that’s through the timeless delight of chocolates and baklava or fresh bouquets to brighten the Eid table.

Either way, one thing is clear: Ramadan and Eid in MENA are now significant markers of online shopping's strength, finding the perfect chemistry with consumers keen on gifting authentic, heartfelt gestures—even when that means shopping on their handheld screens rather than strolling through traditional souqs like the readers at Arageek might nostalgically recall.

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