E-Commerce Surges in Ramadan 2024: Transactions Up 23%, GMV Increases by 13% Compared to Last Year
This Ramadan the Middle East and North Africa (MENA) region experienced significant boosts in digital commerce, as evidenced by a 23% increase in the number of transactions and a 13% rise in Gross Merchandise Value (GMV) compared to last year, according to a study by Admitad, a partnership marketing platform headquartered in Dubai.
During the holy month, the average purchase value in the MENA region climbed to USD 41, an increase from USD 32.5 during non-festive periods.
This highlights a shift towards high-quality and valuable purchases among consumers.
The 'Home & Garden' category led the sales at 18%, with 'Consumer Electronics' and 'Phones & Telecommunications' following at 12.6% and 8% respectively.
Affiliate stores emerged as the top traffic drivers, contributing 25.5% of the transactions. Social media platforms and contextual advertising also played significant roles, facilitating 16% and 15.5% of the purchases.
Additionally, mobile app advertising notably increased purchase influence by 40% compared to last year, highlighting the growing importance of mobile-first strategies.
According to Admitad, among the countries in the region UAE and Saudi Arabia had the highest average spending at 100 and 85 USD per transaction, respectively.
This trend reflects the robust consumer confidence and purchasing power in these markets.
Anna Gidirim, CEO of Admitad, commented on the trends: "This year's Ramadan shopping data reflects not only the resilience of the MENA e-commerce market but also a transformative shift in consumer behavior. Shoppers are increasingly seeking quality and convenience, driving significant growth in online transactions during the holy month."
Additionally, significant trends in consumer purchases included a 116% increase in airline ticket orders, indicating that people are booking their trips for Eid’s holiday after Ramadan.
Purchases in electronics, automobile products, personal care items, and men's clothing also saw increases, ranging from 9% to 13%.
"The increasing sophistication of digital marketing tools and their integration into our daily shopping habits is paving the way for more personalized and engaging consumer experiences," added Gidirim. "We are excited to see how these advancements will continue to shape consumer behavior and drive e-commerce growth in the region."
