This year’s Ramadan season experienced significant boosts in digital commerce, with a 23 percent increase in the number of transactions and a 13 percent rise in Gross Merchandise Value (GMV)compared to last year in the Middle East and North Africa (MENA) region, a latest market study showed.
During this period, the average purchase value in the MENA region also climbed to $41 from $32.5 during non-festive periods, according to the study by Admitad, a leading partnership marketing platform headquartered in Dubai.
This highlights a shift towards high-quality and valuable purchases among consumers, Admitad said.
The Home & Garden category led the sales at 18 percent, followed by consumer electronics and phones & telecommunications at 12.6 percent and 8 percent, respectively.
Affiliate stores emerged as the top traffic drivers, contributing 25.5 percent of the transactions, the report said.
Social media platforms and contextual advertising also played significant roles, facilitating 16 percent and 15.5 percent of the purchases, it said.
According to Admitad, among the countries in the region, theUAE and Saudi Arabia had the highest average spending at $100 and $85 per transaction, respectively, reflecting the robust consumer confidence and purchasing power in these markets.
Anna Gidirim, CEO of Admitad, said 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,” she said.
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