E-commerce 2024 Update: the Middle East 

eCommerce 2024 Update the Middle East

As technology continues to grow, e-commerce in the Middle East has changed a lot regarding online shopping. After the big pandemic, shopping shifted from physical stores to online shopping. People have started buying products online, too. Therefore, it is crucial to ensure that the buying process is hassle-free. In 2023, Virto Commerce highlighted that the MENA region is at the forefront of e-commerce growth compared to other countries. Currently, 90% of Middle Easterners do online shopping, and the volume continues to increase. Saudi Arabia, the United Arab Emirates, and Oman are among the Arabic countries where e-commerce is growing quickly.

E-commerce Shifts

The e-commerce landscape in the Middle East is undergoing significant changes. With that being said, below is a list of critical insights and shifts in e-commerce for the Middle East in 2024:

  1. According to a report by Research and Markets, the Saudi Arabia market is projected to achieve a value of $5.53 billion by 2028.
  2. Middle East e-commerce grows with increased internet access, widespread smartphone use, and a growing affluent youth population.
  3. Growing middle-class communities, urbanization, and internet access are strengthening e-commerce markets.
  4. The e-commerce payment method is currently estimated to grow at a compound annual rate of 43% in the MEA region through 2026.
  5. In 2024, a key trend in e-commerce will be the widespread use and growth of hyperlocal delivery networks for swift local order fulfillment.
  6. One of the rapidly expanding sectors due to the pandemic is e-groceries.
  7. By 2024, brick-and-mortar stores will make up 74% of retail sales.
  8. Mergers and acquisitions of e-commerce businesses
  9. Companies adopt eco-friendly packaging, optimize delivery routes to cut emissions, and invest in renewable energy for their sustainable best practices.
  10. Souq, a pure-play e-commerce platform, was the first to enter the market and currently holds the leading position in the MENA region’s e-commerce industry.

Evolving Online Shopping Behavior

The evolving needs of online shoppers continually drive businesses to exceed their expectations. In the Middle East, the shift towards online shopping is gradual. Yet, many still opt for traditional physical stores. The retail sector, particularly after the pandemic, experienced changes in buying behavior. Financial instability led to altered spending patterns. Consumers now adopt a more cautious and cost-effective approach. 

According to Maps of Arabia 2021, a notable shift in purchasing patterns occurred in the home, garden, fashion, and electronics sectors. Consumers in the UAE, Saudi Arabia, and Egypt have restricted their movements to shopping-related journeys. Another trend is the increasing support for buying local products, especially among the younger generation. New businesses are advised to align with these preferences, considering the establishment of both physical and digital shopping centers for comprehensive market visibility.

Furthermore, Maps of Arabia 2021 reports that locals in the Middle East prioritize purchasing a single, high-quality product that lasts instead of cheaper alternatives. Mobile phone consumption is number one from the consumer’s perspective and a status symbol.

Regulatory and Tech Trends

Furthermore, the term commerce has become e-commerce as technology continues to thrive. A new technology feature that has transformed the customer’s way of paying is e-payments. What is also interesting is how social media is influencing the e-commerce industry. It’s important to note that users are often affected by their initial impressions of photos and videos. According to the Science of People, an individual takes seven seconds to make a first impression. 

In fact, Webshop stores could simply sign up on various social media platforms and have access to features that connect them with everyone. By doing so, physical shopping decreases as online shopping becomes more convenient. Businesses must be strategic and thoughtful when establishing their online presence on social media platforms. This is because customers play a pivotal role in the success and prosperity of a business.

Social media platforms like Instagram and Facebook have implemented online shopping. Statistical data emphasizes that Millennials and Gen Z are the predominant demographics participating in direct purchase transactions via social media platforms. The platforms’ dedication drives this trend to deliver a comprehensive and user-friendly online shopping experience tailored to the preferences and behaviors of today’s consumers.

From a marketing standpoint, brands use competitive strategies, shaping a dynamic landscape. E-store providers are recommended to stay abreast of the latest trends and developments, aligning with the evolving needs of consumers and society at large. This proactive approach is suggested by Archive (2023) to mitigate the risk of failure. Over the long term, businesses are embracing innovative marketing strategies to improve customer experiences, leading to heightened visibility, increased referrals, and strengthened loyalty, particularly as technology and internet demand continue to rise.

Challenges and Strategies

Upon performing and being serviceable, challenges will inevitably arise. Whether an online business or an offline business, both are prone to challenges. That is why looking at the business’s strengths, weaknesses, opportunities, and threats is crucial. What are some of the difficulties identified for e-commerce in the Middle East?

  1. Data and Cybersecurity: The company faces a constant threat of breaches due to the vast amount of personal data in e-commerce.
  2. Customer Acquisition: Struggling to attract and target the right customers amidst many choices.
  3. Customer Experience: Dealing with the complexities of providing an outstanding online shopping experience, including website navigation and customization.
  4. Conversion Rates: When encountering challenges in turning website visitors into paying customers, one must focus on targeting, mobile experience, and understanding shopper perspectives.
  5. Competitor Analysis: The imperative for in-depth research is to stand out and offer services that outshine those of competitors.
  6. Shipping and Pricing: Navigating the landscape of competitive shipping, especially when compared to industry giants, requires the exploration of alternatives and cost-effective solutions.

It is evident that navigating these hurdles demands businesses embrace adaptability, innovation, and a customer-centric approach. Success in the ever-evolving realm of online retail hinges on leveraging technology, forging strategic partnerships, and ensuring compliance with regulatory requirements. The strategies that are all necessary elements to overcome these challenges are numerous. 

If we analyze another problem, structure, security, and organization are compulsory to run the business skillfully internally and externally. In fact, the abovementioned challenges will be remedied when these efficiencies are maintained hand in hand, actively contributing to human resources and consumer satisfaction (sellers and buyers). This process expands correctly when data and security are well-protected with the best software and cybersecurity engineers, excellent employment benefits are provided, and training is provided to meet customers’ evolving needs and expectations, particularly in the Middle East. 


Finally, in 2024, the Middle East’s e-commerce scene is set for significant growth, driven by increased internet access, smartphone use, and a thriving youth population. Anticipated trends include hyperlocal delivery networks, the rise of e-groceries, and the continued importance of brick-and-mortar stores. Consumer behavior is evolving, emphasizing quality over quantity and a preference for well-established brands. Localized strategies, both physical and digital, are crucial for market visibility. Technology is pivotal, with e-payments and social media influencing the customer journey. However, challenges like data security and customer acquisition persist. Overcoming these demands encourages unavoidable adaptability, innovation, and customer-centricity. Strategic partnerships, regulatory compliance, and ongoing research are vital for success. Success in the Middle East’s e-commerce industry hinges on technology integration, understanding consumer behavior, and proactively addressing challenges. Simultaneously, focusing on structure, security, and organization contributes to internal efficiency and consumer satisfaction, ensuring sustained growth in this dynamic market.

Icecat xml

Open Catalog Interface (OCI): Manual for Open Icecat XML and Full Icecat XML

This document describes the Icecat XML method of Icecat's Open Catalog Inte...
 November 3, 2019

Manual for Icecat Live: Real-Time Product Data in Your App

Icecat Live is a (free) service that enables you to insert real-time produc...
 June 10, 2022
Manual for Icecat CSV Interface

Manual for Icecat CSV Interface

This document describes the manual for Icecat CSV interface (Comma-Separate...
 September 28, 2016
 October 4, 2018

How to Create a Button that Opens Video in a Modal Window

Recently, our Icecat Live JavaScript interface was updated with two new fun...
 November 3, 2021
Addons plugins

Icecat Add-Ons Overview. NEW: Red Technology

Icecat has a huge list of integration partners, making it easy for clients ...
 October 27, 2023

Manual for Open Icecat JSON Product Requests

JSON (JavaScript Object Notation) is an increasingly popular means of trans...
 September 17, 2018
 January 20, 2020
New Standard video thumbnail

Autheos video acquisition completed

July 21, Icecat and Autheos jointly a...
 September 7, 2021

Manual Personalized Interface File and Catalog from Icecat

With Icecat, you can generate personalized or customized CSV or Excel files...
 May 3, 2022