MENA's Mobile Commerce Revolution: Over 70% Online Transaction Dominance by 2025
Middle East Projected for Unprecedented Digital Economy Growth
The Middle East's digital economy is on track for remarkable expansion, projected to exceed EUR 500 billion by 2030. This growth is fueled by the region's rapid uptake of digital commerce and online transactions, fundamentally reshaping market dynamics. By 2025, mobile platforms are expected to drive 70% of total online transaction value in the MENA region, signalling a shift towards mobile commerce dominance. Furthermore, the B2C E-Commerce market is forecasted to reach double-digit billion euros by 2026, offering significant opportunities in this swiftly evolving landscape.
Saudi Arabia and the UAE lead the charge in the region's digital transformation, achieving significant milestones in their E-Commerce sectors. By 2027, Saudi Arabia's B2C E-Commerce revenue is set to exceed EUR 20 billion, representing a substantial share of total retail sales. Likewise, the UAE's digital commerce landscape is thriving, with B2C E-Commerce revenue expected to nearly double-digit EUR billion by 2028.
Africa's Digital Payments Revolution
Africa's digital payment ecosystem is undergoing rapid transformation, driven by strategic collaborations and innovations. By 2025, wallets are projected to account for over 20% of total electronic payment revenue, closely followed by cards. In Nigeria, adopting B2C E-Commerce led to over 90% of MSMEs experiencing increased sales and more than 60% reporting reduced costs.
As the Middle East and Africa embrace the digital age, businesses in all sectors have the chance to innovate, connect with consumers, and fuel economic expansion. The rapid evolution of digital commerce underscores the critical importance of adaptability and flexibility in meeting the continuously evolving needs of consumers in the region.
Key Questions Covered:
- What factors are driving the digital economy's exponential growth in the Middle East?
- How are mobile platforms shaping online transactions in MENA, and what changes are expected to evolve by 2025?
- What specific milestones have Saudi Arabia and the UAE achieved in their respective E-Commerce sectors?
- What projections indicate the expected growth of electronic payment revenue in Africa by 2025?
- What strategic innovations are fueling Africa's transformative evolution in E-Commerce and digital payments?
Countries covered: Bahrain, Iran, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, UAE, South Africa, Nigeria, Kenya, Egypt, Ghana, Ethiopia
Table of Contents
1. Key Takeaways
2. Management Summary
3. Middle East
3.1. Regional
- B2C E-Commerce Market Overview and Trends, March 2024
- Digital Payment Market Overview, April 2024
- Digital Economy Value, in USD billion, 2022 & 2030f
- B2C E-Commerce Market Size, in USD billion, 2021, 2022 & 2026f
- Share of Mobile Commerce Making Up Total Online Transaction Value, in %, 2025f
- Share of Digital Wallets Making Up Total Online Spending, in %, 2023e
- Increase in Order Value During Ramadan, by Country, in USD, April 2024
- Increase in Online Purchases During Ramadan, by Product Category, in %, Q1 2024
- Share of Respondents Who Shop Online During Ramadan, in %, 2023e
- Share of Respondents Who Shop Online Weekly or Daily During Ramadan, in %, 2023e
- Share of Respondents Who Plan to Shop Online More Frequently During Ramadan, in %, 2023e
- Share of Respondents Who Plan to Shop Less Frequently in Person During Ramadan, in %, 2023e
3.2. Saudi Arabia
- B2C E-Commerce Market Overview and Trends, March 2024
- B2C E-Commerce Share of Total Retail Sales, in %, 2023 & 2035f
- B2C E-Commerce Share of Total Commerce, in %, 2022
- Millennials’ Spending Share of Total B2C E-Commerce Sales, in %, 2023 & 2035f
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Weekly B2C E-Commerce Activities, in % of Internet Users, Q3 2023
- Top 5 Online Shopping Drivers, in % of Internet Users, Q3 2023
- Share of Adults That Made a Digital Payment, in %, 2022
- Breakdown of B2C E-Commerce Payment Methods, in %, 2022
- Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
3.3. UAE
- B2C E-Commerce Revenue, in USD billion, 2024e & 2028f
- B2C E-Commerce Market Size, in USD billion, 2019-2026f
- Mobile Commerce Market Size, in USD billion, 2019-2026f
- B2C E-Commerce Share of Total Retail Sales, in %, 2026f
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Weekly B2C E-Commerce Activities, in % of Internet Users, Q3 2023
- Top 5 Online Shopping Drivers, in % of Internet Users, Q3 2023
- Share of Adults That Made a Digital Payment, in %, 2022
- Annual Volume Increase of Digital Payments During Ramadan, by Product Category, in % of Year-On-Year Change, April 2023
- Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
3.4. Israel
- B2C E-Commerce Revenue, in USD billion, 2023e & 2027f
- Fashion B2C E-Commerce Revenue, in USD billion, 2023e & 2027f
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Weekly B2C E-Commerce Activities, in % of Internet Users, Q3 2023
- Top 5 Online Shopping Drivers, in % of Internet Users, Q3 2023
- Share of Adults That Made a Digital Payment, in %, 2022
- Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
3.5. Iran
- B2C E-Commerce Value, in USD billion, March 2023 & September 2023, and Market Metrics, November 2023
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Share of Adults That Made a Digital Payment, in %, 2022
- Share of Social Media Apps Making Up Total B2C E-Commerce Deals, in %, 2023*
3.6. Qatar
- B2C E-Commerce Market Size, in USD billion, 2023e & 2027f
- Share of Adults That Shop Online, in %, 2023e & 2027f
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
3.7. Kuwait
- B2C E-Commerce Market Size, in USD billion, 2023e & 2027f, and Market Metrics, April 2023
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Share of Internet Users Who are Aware of B2C E-Commerce Platforms, in %, 2023e
- Share of Adults That Made a Digital Payment, in %, 2022
- Top 10 Free Mobile Shopping Apps in the Google Play Store, by Rank, March 2024
3.8. Lebanon
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Share of Adults That Made a Digital Payment, in %, 2022
3.9. Jordan
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Share of Adults That Made a Digital Payment, in %, 2022
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
3.10. Bahrain
- Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
- Share of Adults That Made a Digital Payment, in %, 2022
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
3.11. Oman
- B2C E-Commerce Market Size, in USD billion, June 2023e & 2028f
- Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
4. Africa
4.1. Regional
- Online Payment Market and Trends Overview, April 2024
- Cryptocurrency Trends Overview, April 2024
- B2C E-Commerce Players Overview, April 2024
- Top 3 Reasons For B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Top Pain Points When Selling Online, in % of MSMEs, April 2023
- Top Customer Challenges With B2C E-Commerce, in % of MSMEs, April 2023
- Breakdown of Preferred Payment Methods, by B2C E-Commerce Channel, in % of MSMEs, April 2023
- Breakdown of Use of B2C E-Commerce Channels, by Product Category, in %, April 2023
- Breakdown of Funding to B2C E-Commerce Sectors, by Number of Deals, in %, 2023e
- Most Compelling Telco And Tech Needs Expected by Organizations Over The Coming Years, in % of Organizations, Q4 2023
- Electronic Payment Revenue Breakdown, by Payment Method, in %, 2025f
- Revenue From Electronic Payments, in USD billion, 2025f
- Total Funding Raised by African Tech Startups, in USD billion, 2021 & 2022
- Startups Funding, by Sector, in USD million, 2022
- Share of Online Making Up Total Retail Revenue, in %, 2023e
- Top Online Marketplaces, by Monthly Visits, in millions, March 2024
- B2C E-Commerce Company Jumia’s Largest Markets, by Monthly Visits, in millions, March 2024
- Breakdown of B2C E-Commerce Company Jumia’s Markets, by Country, in % of Total Monthly Visits, March 2024
- B2C E-Commerce Company Souq’s Largest Markets, by Monthly Visits, in millions, March 2024
- Breakdown of B2C E-Commerce Company Souq’s Markets, by Country, in % of Total Monthly Visits, March 2024
4.2. South Africa
- B2C E-Commerce Site Takealot.com Developments, April 2024
- Results of B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Breakdown of B2C E-Commerce Channel Use, in % of MSMEs, April 2023
- Breakdown of Online Payment Methods, in %, 2022
- Most Preferred B2C E-Commerce Delivery Options, in % of Online Shoppers, 2022
- B2C E-Commerce Company Takealot.com’s Largest Markets, by Monthly Visits, in millions, March 2024
- Breakdown of B2C E-Commerce Company Takealot.com’s Markets, by Country, in % of Total Monthly Visits, March 2024
4.3. Nigeria
- Results of B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Breakdown of B2C E-Commerce Channel Use, in % of MSMEs, April 2023
- Electronic Payment Transactions, incl. Number, in millions, and Value, in NGN billion, by Type, 2022
- Number of Real-Time Payment Transactions, in billions, 2022 & 2027f
4.4. Kenya
- B2C E-Commerce Market Overview, March 2024
- Results of B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Breakdown of B2C E-Commerce Channel Use, in % of MSMEs, April 2023
- Share of Monthly Visits to the B2C E-Commerce Company Kilimall, in %, March 2024
- Mobile Payment Statistics, incl. Number of Transactions, in Millions, Value of Transactions, in KES Billion, Number of Accounts, in Millions, and Number of Agents, in Thousands, 2012-2022
4.5. Egypt
- Results of B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Breakdown of B2C E-Commerce Channel Use, in % of MSMEs, April 2023
- Number of Real-Time Payment Transactions, in millions, 2022 & 2027f
- Number of Real-Time Payment Transactions, in billions, 2022 & 2027f
4.6. Ghana
- Results of B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Breakdown of B2C E-Commerce Channel Use, in % of MSMEs, April 2023
4.7. Ethiopia
- Results of B2C E-Commerce Adoption, in % of MSMEs, April 2023
- Breakdown of B2C E-Commerce Channel Use, in % of MSMEs, April 2023
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Ali Baba Group
- Amazon
- Apple
- Carrefour
- Ebay
- Flipkart
- Floward
- iHerb
- IKEA
- Jumia
- Kalahari.com
- Kilimall
- Konga
- Lulu Shopping
- Mtlnovel
- Namshi
- Noon Shopping
- Open Sooq
- Playstation
- Samsung
- SHEIN
- Sony
- Splashfashions
- Takealot
- Temu
- Trendyol
- Zando
- Zara
