Eid al-Fitr and Ramadan Drive MENA E-Commerce Boom: 150% Increase in Gift Demand, with 30% Growth Expected for Eid 2025
In their latest e-commerce research, Flowwow and Admitad predict a 30%+ increase in online orders for Eid al-Fitr 2025 sales, building on Ramadan's 9% sales growth and 150% increase in gift demand. The e-gifting market is becoming increasingly competitive, with traditional stores, niche platforms, and super-apps all eager for a share of the growing demand.
Flowwow, a UAE-based gifting marketplace, partnered with Admitad to conduct research ahead of Eid al-Fitr, highlighting significant growth in online shopping and gifting. The study, which analysed over 900,000 customer orders, revealed a 150%+ surge in gift demand during Ramadan 2025, with a forecasted 10% increase in online sales and a 30% rise in GMV for Eid al-Fitr.
Shoppers in MENA are increasingly turning to online gifting during this time of generosity and family connection. As the MENA gifting market is projected to grow from USD 6.36 billion in 2025 to USD 8.47 billion by 2032, exhibiting a CAGR of 4.16%, both e-commerce giants, super apps, and niche gifting platforms are expanding their gift categories to capture a larger share of the growing demand for online gifting during the Ramadan month. Eid al-Fitr 2025 Expected to Set New Sales Records
The latest numbers confirm that this year's Ramadan sales in MENA have outpaced 2024, with a 9% increase in total sales and an impressive 35% growth in Gross Merchandise Value (GMV). Saudi Arabia saw an even bigger e-commerce peak, with sales increased by 30% and GMV rising 35%. The UAE also experienced a 20% boost in orders, with GMV growing 13% in 2025.
With strong early Ramadan sales this year, Flowwow and Admitad experts predict a record-breaking Eid al-Fitr 2025, forecasting a 10% rise in online sales and a 30% increase in GMV compared to last year. The Ramadan and Eid season continues to be a peak period for e-commerce in the MENA region, driven b y the growing consumer preference for online shopping and gifting. This trend is particularly pronounced in Saudi Arabia and the UAE, where digital retail adoption remains strong,
said Anna Gidirim, CEO at Admitad. E-Commerce Growth and Higher Spending During Ramadan and Eid al-Fitr
While Ramadan has always been a key shopping season, 2024 saw an even greater shift to online spending. During Eid al-Fitr, sales across MENA skyrocketed by 38%, with total spending up by 36% compared to the previous year. Saudi Arabia saw an impressive 50% rise in orders, with Gross Merchandise Value (GMV) increasing by 28%, while in the UAE, orders climbed by 27%, and GMV rose by 16%.
Ramadan itself also showed steady growth. In 2024, overall sales in MENA increased by 7%, with GMV up 5% compared to non-festive months. While Saudi Arabia's growth remained modest, the UAE saw a 5% jump in order volume and a 7% rise in GMV.
A key trend observed during Ramadan and Eid al-Fitr is the average order value (AOV) increase from $41 to $49 year-over-year, particularly in top-spending countries such as Kuwait, the UAE, and Saudi Arabia. This growth in consumer spending highlights the significance of Ramadan as a peak e-commerce season in the region. Among MENA countries, Kuwait led the way with an average order value of $125, followed by Saudi Arabia at $86, the UAE at $83, Qatar at $53, and Jordan at $48. How Is Competition Shaping the UAE and MENA Gift Market?
The demand for online shopping during the Ramadan and Eid season is growing, with an increase in mobile orders and over 40% of all purchases in MENA made via mobile devices, and even higher in countries like Saudi Arabia (50%+) and the UAE (up from 39% to 47%). This surge is largely driven by younger generations like Gen-Z, who are fully accustomed to mobile-first, digital commerce.
As a result, the gifting market is intensifying, with more players entering the sector to meet the rising demand. Today's competitive landscape spans niche gifting marketplaces (Floward, FNP, Flowwow) whereas e-commerce platforms (Amazon UAE), super-apps (Talabat, Deliveroo, Careem), retailers, and offline stores also expand beyond rides and food delivery, quickly launching gifting services to take advantage of the booming demand during Ramadan and Eid.
As the Ramadan season progresses, these marketplaces, particularly regional e-commerce giants, are expanding their gifting categories, introducing new collections, and competing to capture a larger share of the MENA gifting market, which is projected to reach $6.38 billion by 2030. The competition in the e-gifting sector heats up, so niche marketplaces should prioritise convenience, emotional value, and differentiated experience, especially as consumers expect more thoughtful and seamless gifting journeys. Eid al-Fitr and Ramadan Gifting Trends
Ramadan and Eid al-Fitr are considered peak seasons for gifting platforms, with a notable increase in sales, and the biggest surge happens just days before Eid. According to 2025 data, Ramadan emerged as a key period for the Flowwow gifting marketplace, marking a significant 150%+ surge in gifts demand. The data from Flowwow reveals significant growth in Ramadan 2025 compared to 2024: the Gross Merchandise Value (GMV) increased by 203.7%, while the number of gift sales rose by 152.8%. The average order value for gifts during Ramadan saw a growth of 19.05%, reflecting higher demand and larger purchases in the e-commerce sector during Ramadan and Eid al-Fitr. As Ramadan and Eid al-Fitr bring people together, we're seeing more shoppers choosing meaningful gifts to celebrate and strengthen their connections with loved ones. Flowers, sweets, and gourmet sets remain among the top choices, reflecting the blend of tradition and convenience. Based on current trends, we expect Eid al-Fitr 2025 to set new records, with gifting sales projected to grow by at least 50% compared to last year in the UAE,
commented Slava Bogdan, CEO of Flowwow.
The most popular gift categories for Eid al-Fitr on the marketplace include flowers (73.4%), pastries and confectionery (20.4%), gourmet sets (2%), and edible bouquets (1.5%), which are commonly used to delight family and friends, serve at Iftar dinners, and provide traditional snacks for celebrations. What MENA Shoppers Are Buying This Ramadan
The most popular e-commerce categories in MENA during Ramadan included fashion, which accounted for 17.8% of total orders. Electronics followed closely at 16%, while home goods represented 15% of all the orders. Automobiles, parts, and accessories made up 8%, and toys and hobbies accounted for 6.5%. Beauty and health products held a 6.2% percent share, while tools comprised 4.7% percent. The mother and kids category represented 4%, and sports and entertainment stood at 3.8%.
Distinct regional trends emerged as well. Saudi Arabia saw increased demand for auto parts and electronics, while home goods, toys, and beauty products were less prioritised. In contrast, UAE shoppers focused more on automotive products, fashion, and accessories, while showing lower demand for beauty items and tools.
Ramadan and Eid al-Fitr continue to drive impressive growth in e-commerce across MENA, with rising sales and increased demand for online gifting. As the gifting market expands, both major platforms and niche marketplaces are tapping into this opportunity. With even stronger sales expected in 2025, Ramadan and Eid will remain key moments for e-commerce, especially in the UAE, Saudi Arabia, and Kuwait. The growing trend of online gifting highlights how meaningful presents bring people closer during this special season.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The National
an hour ago
- The National
Madagascar looks to deepen investment ties with the UAE, says country's top diplomat
Madagascar is seeking to deepen investment co-operation and strengthen ties with the UAE, the country's top diplomat said during a visit as part of a high-level delegation to take part in a two-day business forum. The Madagascar Business Forum was held in Dubai this week. It brought together more than 60 Malagasy business owners and entrepreneurs to connect with Emirati counterparts. 'This forum is part of our efforts to reinforce both economic and diplomatic ties between our two nations,' Madagascar's Foreign Minister, Rafaravavitafika Rasata, told The National. 'These two days are dedicated to expanding our economic partnership with the UAE.' Over the past nine years, Madagascar and the UAE have cultivated a growing relationship marked by strategic co-operation across various sectors, including infrastructure development, humanitarian aid, economic investment and digital innovation. Madagascar views the Emirates as a strategic partner for economic recovery and development, while the UAE sees the island nation as a gateway to African markets and a partner in advancing sustainable development initiatives in the Indian Ocean region. Emirates Airline launched direct flights from Dubai to Antananarivo last year and increased its services from four weekly flights to six as of April, responding to demand for both passenger and cargo transport. 'This demonstrates growing confidence in our market,' said Ms Rasata. 'It is a huge opportunity to position Madagascar not only as a tourist destination but also as a land of opportunity for investors.' Untapped potential Situated in the western Indian Ocean, Madagascar is the fourth-largest island in the world – larger in land mass than Germany and Spain combined. Despite its size and natural wealth, the country remains relatively undiscovered by international travellers. Surrounded by well-known Indian Ocean holiday destinations like the Maldives, Seychelles and Mauritius, Madagascar stands out for its biodiversity and eco-tourism appeal. 'Our country has won the Indian Ocean's Leading Green Destination award seven times,' noted the minister. 'We're prioritising sustainable and community-based tourism that highlights local culture and biodiversity.' She also pointed to agriculture as a key area for potential Emirati investment, particularly in the context of food security. 'Madagascar is a vast country – I would even call it a quasi-continent,' she said. 'With nearly 600,000 square kilometres of land, and 36 million hectares of arable land, there is immense potential for agribusiness and agricultural transformation.' Regional engagement Madagascar sits at a strategic location along key Indian Ocean shipping lanes, serving as a maritime crossroads between Africa, Asia and the Middle East. Its position near major east-west trade routes makes it a potential hub for maritime commerce, naval logistics and regional connectivity. 'We're extending our main port in Toamasina, and this expansion, expected to be completed by 2026, will further cement our role as a trade hub,' Ms Rasata said. She added that the country's natural assets, including housing 5 per cent of the world's biodiversity, position it uniquely on both the economic and ecological fronts. 'Madagascar has a major role to play – not only as a strategically located country but also as a dynamic market with investment opportunities in agriculture, tourism and renewable energy for Gulf countries and other partners.' Challenges at home Despite these ambitions, Madagascar faces domestic hurdles. A February 2025 World Bank report said that Madagascar's economy is recovering, but growth remains insufficient and too uneven to significantly improve living standards. 'Economic growth remained at 4.2 per cent in 2024. Growth is expected to gradually pick up this year, with projections averaging 4.7 per cent over 2025–2027,' the report said. Ms Rasata emphasised the need to tackle rural poverty, noting that around 80 per cent of the Malagasy population lives in rural areas and depends on agriculture for survival. 'Our focus is on transforming the agricultural sector to support food security, create jobs and add value,' she said. 'Madagascar is already Africa's third-largest rice producer after Nigeria and Egypt. Our goal is to become the first, and to meet local demand, which still requires importing 500,000 tons annually.' She also underscored the importance of attracting both foreign and domestic investment to support this transformation. The World Bank has stressed the urgency of accelerating structural reforms in energy, digital infrastructure and mining to sustain higher growth. Among the most pressing concerns is Madagascar's struggling energy sector. Only about one third of the country's 30 million people have access to electricity, according to the IMF. Critics cite mismanagement, poor governance, and corruption at the state utility Jirama as core obstacles. 'Our energy challenge is existential and we're treating it as such,' said Ms Rasata. 'There is strong political will to ensure our national utility can meet local demand and expand investment in renewable energy.' She outlined the government's target to double the country's energy generation capacity by 2030, with 70 per cent coming from green sources. 'All our efforts are aligned with this goal,' she added.
The National
2 hours ago
- The National
How puzzle video games can improve brain health and focus
There's a reason Sherlock Holmes and his escapades haven't gone out of style since he made his debut in A Study in Scarlet back in 1887. That's the enduring popularity of a good puzzle. And who doesn't love to pit their wits and flex their powers of deduction against a powerful video game? Puzzles are having a major moment. This includes books, such as the popular Murdle series of mysteries; escape rooms where groups must solve the clues together to unlock the door; and even Wordle, which has maintained its pandemic-era popularity. Released this year, video game Blue Prince has proved wildly popular thanks to its mix of storytelling and puzzle-solving. Gamers play as Simon P Jones, a young man who is set to inherit the Mt Holly Estate from his grandfather, Herbert S Sinclair, but only if he can find the manor's hidden 46th room. Players need to build the interior of the estate to create a maze-like layout that leads to the hidden room. 'I'm at that age where a wild Friday night involves staying in and playing video games with my better half,' says Nathan Irvine, radio and podcast producer at Dubai Eye. ' Blue Prince is our current favourite. We play it together – one uses the controller to wander around the mansion, and the other takes notes on clues. Before Blue Prince, our evening's entertainment revolved around other multiplayer puzzle games, such as Tetris Effect, PixelJunk Monsters 2 and Lumines Remastered.' Are puzzle games good for the brain? While parents often lament the amount of time their children spend on their computers, not all video games are created equal. Puzzle-focused games can have an array of benefits. 'I've seen first-hand the cognitive and behavioural benefits of puzzle and logic games,' says Gayatri Govind Gajjam a clinical psychologist at Aster DYU Child Development Centre. 'These games offer far more than entertainment, they can be powerful tools for cognitive development and mental well-being. Puzzle and logic games are more than just a form of entertainment; they provide meaningful cognitive stimulation, and enhance critical thinking, working memory and mental flexibility.' Mental stimulation is a key component when choosing video games that aid growth. Structured challenges such as puzzle and clue-solving strengthen executive functioning and encourage sustained focus. Key brain health benefits can include improved problem-solving skills, enhanced working memory, improved cognitive flexibility and, interestingly for those with ADHD or other inattention disorders, increased attention and concentration. 'These games activate multiple regions of the brain,' says Gajjam. 'The prefrontal cortex is heavily engaged as players plan, strategise and solve problems. The hippocampus supports memory formation and recall, while the parietal lobes assist with spatial awareness and logical reasoning. Engaging these areas regularly promotes interconnectivity between brain regions, which enhances overall cognitive efficiency.' Benefits for young and old Video games are often considered the preserve of the young, but puzzle games are cross-generational, with benefits for younger and older brains alike. 'One of the most fascinating aspects of logic and puzzle gameplay is that their impact is age-specific, yet universally beneficial,' says Yasir Shafi, a homeopathy practitioner at Wellth. 'While the mechanisms of benefit may differ by age, the underlying principle remains the same: consistent, challenging mental activity is one of the most effective ways to support brain health across the lifespan.' Puzzle video games such as Blue Prince change on a daily basis, engaging you to constantly learn and take notes as you proceed, while the game Chants of Sennaar involves decoding fictional languages and writing to advance, enhancing critical thinking and improved cognitive processing speed. 'There have always been plenty of puzzle and logic games around,' says Irvine. ' Tetris is a great example that has stood the test of time. Originally released in 1984, its many iterations – but simple formula – make it one of the top-selling games of all time.' Four puzzle video games to download now The Case of the Golden Idol Available on: Nintendo Switch, MacOS, Xbox, Mobile, PlayStation and PC If murder puzzles are your thing, step into The Case of the Golden Idol in which you must find the murderer at each stage of the game. With clues and evidence all around, this is the ideal game to play with friends and family as you work to eliminate suspects and find connections between the deceased. Return of the Obra Dinn Available on: PlayStation, PC, MacOS, Xbox and Nintendo Switch Mystery fans will be in their element with this old-school game in which the merchant vessel Obra Dinn which disappeared in 1803 suddenly reappears off the coast of England five years later. Surprise, surprise, everyone on board is dead and it's up to you to discover how each person died using a pocket watch that allows you to see their final moments. Outer Wilds Available on: Xbox, Nintendo Switch, PlayStation and PC In Outer Wilds you'll find yourself stuck in a 22-minute time loop in a dying solar system trying to discover what is happening and how you can save everyone. Working out why the system is degenerating is the key, and you must visit nearby planets to try to escape the loop, solving mysteries along the way. Gorogoa Available on: Mobile, PC, Xbox, PlayStation and Nintendo Switch Simpler than many puzzle games on the market, Gorogoa 's gentle sketch-style scenes hold hidden meanings. It's reminiscent of hand-held sliding puzzles in which you move square tiles to complete the image. In this slow-paced game the screen is divided into four panels, each featuring a scene you can interact with and deconstruct to move the story along.
Arabian Business
2 hours ago
- Arabian Business
UAE airports slash check-in to departure times to just 12 minutes with facial recognition and AI
Airports in the UAE are using biometric technology, facial recognition and advanced AI to enhance passenger journeys and cut down waiting times. Selim Bouri, President for the Middle East and Africa (MEA) at airport technology company SITA, said airports in the UAE, particularly those in Dubai and Abu Dhabi, have established new global benchmarks in innovation, efficiency and passenger experience. He noted the country's clear commitment to digitalisation and the adoption of cutting-edge technologies, particularly in light of the increasing challenge of managing growing passenger volumes. UAE airport technology Bouri explained that SITA works closely with UAE airports to understand their unique needs and opportunities, providing tailored technology solutions, pointing to the implementation of the Smart Travel system at Zayed International Airport in Abu Dhabi—a fully integrated platform for biometric identity processing. This system, he noted, reduces congestion and waiting times while enhancing airport capacity to handle the rising number of international flights. Zayed International Airport experienced strong growth in flight traffic in 2024, making it essential to adopt digital solutions to meet this surge. Bouri described the airport's experience as a testament to the value of advanced biometric processing, highlighting that since the opening of its new terminal in November 2023, the airport has processed more than one million passengers using facial recognition. This has created a unique digital identity for each traveller, enabling a seamless journey from check-in to departure, including border control, in under 12 minutes. The success of the Smart Travel system at Zayed International Airport, he added, paves the way for its adoption at other airports across the UAE. On future technologies passengers can expect at UAE airports, Bouri said that the country's travel experience is increasingly powered by smart solutions that provide efficiency and convenience. He revealed plans to expand biometric processing across airport checkpoints, delivering a fully contactless passenger experience. Self-service technologies, he said, will be a core focus area in the coming years. These include self-check-in kiosks, automated baggage-drop services, and smart boarding gates, all aimed at reducing congestion and streamlining travel procedures. Cybersecurity also remains a top priority within the UAE's airport digital strategies. Bouri emphasised that smart innovations will play a key role in boosting efficiency, minimising waiting times, enhancing safety and reinforcing the UAE's status as a leader in smart, integrated airport systems. He added that the coming decade will witness a significant increase in the deployment of next-generation communication technologies within airports. This will create a highly integrated smart airport ecosystem and flight operation network. Bouri discussed the impact of 5G networks on enabling seamless device-to-device communication, benefitting passengers, systems and operations through improved ground connectivity. He also pointed to future support for sixth-generation network technologies and advanced wireless internet services. Airports, airlines and governments in the Middle East, known for their leadership in innovation, are investing heavily in the latest technologies to enhance passenger experience and streamline airport operations. These include biometric processing systems and e-gates backed by strategic initiatives and major investments. Addressing the role of artificial intelligence and big data in improving flight management and reducing delays, Bouri explained that although airports, airlines and partners generate vast amounts of data, it is not always fully understood or leveraged. Over the next decade, he said, future-ready airports will increasingly rely on big data, predictive analytics and advanced platforms to achieve peak operational efficiency. The growing role of AI and robotics, he clarified, does not eliminate the human factor but rather fosters smart collaboration between people and technology. Bouri concluded that the next decade will see AI extend to more sectors, including: Enhancing flight scheduling Personalised communication with passengers Operations centre support Predictive maintenance Multilingual assistance Automated baggage handling Reduced fuel consumption for autonomous vehicles
