Middle East and Africa E-Commerce Market Report and Forecast 2025-2034

Middle East and Africa E-Commerce Market Size

The Middle East and Africa e-commerce market reached approximately USD 92.99 billion in 2024. The market is projected to grow at a CAGR of 12.70% between 2025 and 2034, reaching a value of around USD 274.2 billion by 2034.

Middle East and Africa E-Commerce Market Outlook

• In the MENA region, about 10 million of the population use Instagram, making up about 10% of the world’s Instagram users. Influx of social media direct impacts shopping decisions.

• E-commerce fulfilment centres in the GCC are growing resulted by the region's technologically adept and well-connected consumer base.

• As per industry reports, as of January 2024, South Africa had 45.34 million active internet users, which facilitates the growth of e-commerce.

Middle East and Africa E-Commerce Market Growth

The Middle Eastern countries are known to have the highest per-capita spending on a global scale, with the GCC region standing out. In 2023, the smartphone penetration in the GCC exceeded 96%. The increasing smartphone penetration in the region is catering to an increased purchase of goods through online channels. Local e-commerce players in the region such as Souq.com (now Amazon. sa) and noon.com are gaining popularity and are strategically aligning themselves with regional preferences and customer requirements.

Cosmetics are a key segment that contribute to the growth of the e-commerce market in Middle East and Africa. The increasing importance of personal care and well-being are contributing to the adoption of cosmetics at a substantial rate. Additionally, beauty brands are leveraging social media websites and retail stores to grow their sales. Cosmetics brand Huda Beauty is actively engaged in advertising its products through Sephora’s e-commerce websites.

Middle East and Africa E-Commerce Industry Segmentation

Middle East and Africa E-Commerce Market Report and Forecast 2025-2034 offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Business to Consumer (B2C)

• Business to Business (B2B)

Market Breakup by Industry

• Beauty and Personal Care

• Fashion and Apparel

• Consumer Electronics

• Food and Beverage

• Health and Wellness

• Home Decor

• Household Consumables

• Others

Market Breakup by Country

• Saudi Arabia

• United Arab Emirates

• Nigeria

• South Africa

• Others

Middle East and Africa E-Commerce Market Share

Currently, Saudi Arabia’s internet penetration is at 95.7%, while Bahrain has 98%. Moreover, Saudi Arabia has a high social media usage with a 32% year-by-year total increase on all platforms. The UAE's e-commerce landscape is evolving through major investments, acquisitions and partnerships with global companies. In 2021, about 73% of the total sales in the UAE were carried out through domestic e-commerce websites, while 27% of the share was constituted by foreign e-commerce websites.

Leading Companies in Middle East and Africa E-Commerce Market

Market players are leveraging technological innovations to improve their services and cater to the changing demands of customers

• Amazon.com, Inc.

• Walmart Inc.

• eBay Inc.

• Shopify Inc.

• Dubizzle Group Holdings Limited 

• Mumzworld FZ LLC

• Noon AD Holdings One Person Company LLC 

• Majid Al Futtaim Holding LLC (Carrefour)  

• Sharaf DG LLC  

• Namshi

• Others

Key Highlights of the Report