Africa and Middle East Ecommerce Market Opportunities Databook - 100+ KPIs on Ecommerce Verticals (Shopping, Travel, Food Service, Media & Entertainment, Technology), Market Share by Key Players, Sales Channel Analysis, Payment Instrument, Consumer Demographics - Q1 2024 Update

According to the publisher, the Ecommerce market in Middle East and Africa is expected to grow by 8.33% on annual basis to reach US$123.9 billion in 2024.

Medium to long term growth story of Ecommerce industry in Middle East and Africa promises to be attractive. The Ecommerce is expected to grow steadily over the forecast period, recording a CAGR of 9.64% during 2024-2028. The Ecommerce gross merchandise value in this region will increase from US$114.4 billion in 2023 to reach US$179.1 billion by 2028.

Young generation consumers, coupled with improving digital payments and shopping experience, are among the factors aiding the growth of the e-commerce market in the Middle East and Africa. Several homegrown brands are adopting the direct-to-consumer strategy, especially in markets like Saudi Arabia. This trend is projected to gain further momentum across the Middle East in 2024.

In Africa, too, online shopping is gaining fast momentum. As a result, global leaders such as Amazon are planning to launch their e-commerce platform in 2024. The improving digital infrastructure will further support the industry growth over the medium term in Africa, thereby attracting more global players to the region. Overall, the publisher maintains a positive growth outlook for the Middle East and Africa market over the next three to four years.

Global retail brands are eyeing expansion in the Middle East through e-commerce channels

The demand for global brands, especially Indian products, is fast-growing in the Middle East. This is because the region has a large proportion of Indian diaspora. Consequently, retail brands have been eyeing expansion across the region through different e-commerce channels, including the marketplace and dedicated online stores.

• Mensa Brands, the Indian consumer-focused brand, announced that the firm is planning to foray into the Saudi Arabian market through e-commerce marketplace partnerships. The firm, in 2023, partnered with Amazon UAE and noon to launch brands like Villian and Pebble. Going forward, the firm is planning to launch the same brands for consumers in Saudi Arabia.
• Kaveri, another Indian brand focusing on women's wear, entered into the Middle East region with a dedicated e-commerce store. The firm has launched operations in markets like the Emirates, Saudi Arabia, Qatar, Oman, and Kuwait. Jacquemus, in December 2023, also launched a dedicated e-commerce platform for fashion consumers in the Emirates. To foray into the UAE, the firm entered into a strategic collaboration with Chalhoub Group.

With more global brands expected to enter the region over the medium term, the publisher expects further growth in the regional e-commerce market’s gross merchandise value over the next three to four years.

Amazon is set to launch a dedicated e-commerce platform amid a surge in online shopping in South Africa

The sharp surge in online shopping activities after the pandemic outbreak has resulted in opportunities for global e-commerce marketplaces in the South African market. Amazon, for instance, has announced it to set up an e-commerce platform in the country in 2024. This is part of the firm’s strategy to tap into the growing trend of online shopping, which picked up momentum during the pandemic outbreak.

This launch will make South Africa the second African country where Amazon has a presence. The firm, notably, has a dedicated e-commerce platform in Egypt as well. Local online sellers, coupled with traditional retailers, have been also increasing their investment in the South African market. The launch of Amazon is, therefore, set to drive the competitive landscape over the medium term.

Authorities have announced new regulations for e-commerce platforms in the United Arab Emirates

Amid the rapid transformation experienced by the Emirati e-commerce industry, authorities have been quick too to announce new regulations for protecting the interest of online buyers. As per the new regulations announced, e-commerce platforms have to refrain from deceptive practices or providing false information that does not accurately describe the goods or services.

Furthermore, businesses are required to take prior approvals from the authorities before they can sell or ship products in the country, which require special approvals. The new regulations also have legislation that requires businesses to be careful when sharing customer-generated data. The new guidelines have been developed to enhance the online business environment in the Emirati nation. With the market poised for further growth over the medium term, the publisher expects more guidelines to be announced by the authorities over the next three to four years.

This report provides a detailed data-centric analysis of Ecommerce market dynamics, covering over 50+ KPIs in Africa and the Middle East. It details market opportunities across key Ecommerce verticals - Retail Shopping, Travel & Hospitality, Online Food Service, Media and Entertainment, Healthcare and Wellness, and Technology Products and Services. It provides market share by key players across key verticals along with sales channels (Platform to Consumer, Direct to Consumer, Consumer to Consumer).

The report also covers niche trends such as market size by live streaming engagement model and cross-border purchases. It also covers ecommerce spend share by operating systems, devices (mobile vs. desktop) and cities.

In addition, to detailed data-centric analysis, this report provides analyst commentary on key trends, drivers, strategies, and innovations in the Ecommerce industry in Africa and the Middle East region.

This title is a bundled offering, combining 9 reports, covering regional insights along with data-centric analysis at regional and country levels:

1. Africa and Middle East Ecommerce Market Opportunities Databook (2019-2028)

2. Egypt Ecommerce Market Opportunities Databook (2019-2028)

3. Israel Ecommerce Market Opportunities Databook (2019-2028)

4. Kenya Ecommerce Market Opportunities Databook (2019-2028)

5. Nigeria Ecommerce Market Opportunities Databook (2019-2028)

6. Saudi Arabia Ecommerce Market Opportunities Databook (2019-2028)

7. UAE Ecommerce Market Opportunities Databook (2019-2028)

8. South Africa Ecommerce Market Opportunities Databook (2019-2028)

9. Turkey Ecommerce Market Opportunities Databook (2019-2028)

Scope

This report provides a detailed data-driven look at the Ecommerce industry, covering various segments and highlighting areas of interest across the verticals in the industry. In addition, it provides a comprehensive understanding of market dynamics and future forecast.

Ecommerce Market Size and Future Growth Dynamics

• Gross Merchandise Value Trend Analysis
• Average Value Per Transaction Trend Analysis
• Gross Merchandise Volume Trend Analysis

Ecommerce Market Share by Key Players

• Retail Shopping Ecommerce Market Share by Key Players (20+ Players)
• Travel Ecommerce Market Share by Key Players (20+ Players)
• Food Service Ecommerce Market Share by Key Players (20+ Players)

Ecommerce Market Size and Forecast by Ecommerce Segments (Gross Merchandise Value Trend Analysis, 2019-2028)

• Retail Shopping (breakdown by clothing, footwear & accessories, health, beauty and personal care, food & beverage, appliances and electronics, home improvement, books, music & video, toys & hobby, auto)
• Travel and Hospitality (breakdown by air travel, train & bus, taxi service, hotels & resorts)
• Online Food Service (breakdown by aggregators, direct to consumer)
• Media and Entertainment (breakdown by streaming services, movies & events, theme parks & gaming)
• Healthcare and Wellness
• Technology Products and Services
• Other segments

Ecommerce Market Size and Forecast by Retail Shopping Sales Channel

• Platform to Consumer
• Direct to Consumer
• Consumer to Consumer

Ecommerce Market Share by Travel and Hospitality Sales Channel

• Market Share by Travel and Hospitality Sales Channel
• Aggregator App - Gross Merchandise Value Trend Analysis
• Direct to Consumer - Gross Merchandise Value Trend Analysis

Ecommerce Market Size and Forecast by Online Food Service Sales Channel

• Aggregator App
• Direct to Consumer

Ecommerce Market Size and Forecast by Engagement Model (Gross Merchandise Value Trend Analysis, 2019-2028)

• Website Based
• Live Streaming

Ecommerce Market Size and Forecast by Location (Gross Merchandise Value Trend Analysis, 2019-2028)

• Cross Border
• Domestic

Ecommerce Market Size and Forecast by Device (Gross Merchandise Value Trend Analysis, 2019-2028)

• Mobile
• Desktop

Ecommerce Market Size and Forecast by Operating System

• iOS/macOS
• Android
• Other Operating Systems

Ecommerce Market Size and Forecast by City

• Tier 1
• Tier 2
• Tier 3

Ecommerce Market Size and Forecast by Payment Instrument (Gross Merchandise Value Trend Analysis, 2019-2028)

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Cash
• Other Digital Payment

Reasons to buy

• In-depth Understanding of Ecommerce Market Dynamics: Understand market opportunities and key trends along with forecast (2019-2028). Understand market dynamics through essential KPIs such as Gross Merchandise Value, Volume, and Average Value Per Transaction.
• Insights into Opportunity by Ecommerce Categories: Get market dynamics by sales channel to assess emerging opportunities across various segments.
• Detailed analysis of market share by key players across key Ecommerce verticals.
• Insights into Opportunities across key Ecommerce verticals: Retail shopping, travel & hospitality, online food service, media and entertainment, healthcare and wellness, and technology products & services.
• Develop Market Specific Strategies: Identify growth segments and target specific opportunities to formulate a Ecommerce strategy; assess market-specific key trends, drivers, and risks in the Ecommerce industry.
• Get Insights into Consumer Attitude and Behaviour: Drawing from proprietary survey results, this report identifies and interprets key Ecommerce KPIs, including spend by age, gender, and income level.