Latest news with #Flowwow
Wamda
21-04-2025
- Business
- Wamda
Community-led commerce fuels MENA's shopping shift
An article by Irina Tatarinova, Brand Director at Flowwow From Instagram-driven shopping to WhatsApp business groups, businesses are redefining how consumers interact, shop, and stay loyal, building communities. The studies show that 70.4% of brands are running communities to directly speak with their customers. Therefore, brands are entering the era of community commerce, a predicted $6.2 trillion market by 2030 that combines social engagement with e-commerce. This article explores how brands across MENA are already successfully leveraging community-driven commerce and provides actionable strategies for businesses looking to tap into this growing movement. User-Generated Content: How to Convert Your Customers Into Brand Ambassadors Research shows that creator content is found to be twice as credible and relatable as branded content, with the creators' authenticity and relatability having a positive impact on content recall. For instance, 81% of consumers say they trust user-generated videos more than professionally created brand content or influencer marketing, and 85% think they rely on UGC videos before making a purchase. Users trust recommendations from other users, which is why it's important to inspire customers to share genuine recommendations and reviews, turning them into brand ambassadors Thus, brands can encourage customer engagement in the shopping process and pay attention to social media mentions and posts about their brand. When you acknowledge and support this organic interaction, your audience will appreciate it and keeps coming back. As a result, it will lead to new users as well as repeat purchases. Sephora's community strategy revolves around engagement, education, and loyalty, transforming customers into brand ambassadors via user-generated content. As a component of Sephora's loyalty program, the 'Beauty Insider community' invites members to post reviews, product recommendations, and beauty tips. Features such as the Beauty Board enable consumers to post images that highlight the brand's products, creating genuine peer-driven marketing. Furthermore, Sephora uses expert boards and live Q&A sessions to unite beauty professionals and enthusiasts. This strategy creates valuable content, builds stronger relationships, and boosts Sephora's reputation as a leading beauty brand. Create Community Spaces With Exclusive Content One of the most effective ways brands are building strong communities is through exclusive content and real-time engagement in private groups on platforms like WhatsApp. What once started as a marketing tool has now transformed into an exclusive space where shoppers can interact, exchange ideas, and find others who think like them. Live community support builds trust and brand loyalty, making customers feel valued and part of something special. Furthermore, they can turn into powerful, organic drivers of repeat purchases and long-term engagement. Flowwow uses this approach by building a strong community of sellers, encouraging interactions, and creating an environment for growth by providing a platform where MENA local florists, bakers, and artisans can present their offerings and gifts. It's an opportunity for sellers to interact, exchange experiences, and offer product feedback in the marketplace—to grow business revenue, attract new partners, and build a strong network of entrepreneurs. The Power of Live Shopping and Community Commerce Brands have a giant opportunity to tap into the tools social media platforms already offer to bring their community commerce strategies to life. Such features as live shopping, interactive Q&A sessions, and influencer collaborations create a more engaging, real-time shopping experience, which surely builds a connection with customers. This strategy works particularly well with younger audiences; according to research, 64% of Gen Z and millennials have bought something on social media in the previous 12 months. As an example, TikTok has launched a Live Shopping revolution, transforming e-commerce in a new way. The platform allows creators and small businesses to sell products directly to an engaged audience, so brands can generate millions in sales within hours using TikTok Shop and live events. Here's a case that shows how to transform online shopping into something more engaging: Namshi. They've taken Instagram Live and turned it into an interactive shopping experience. While shoppers scroll Instagram, they see influencers trying on clothes, answering questions, and sharing real-time recommendations. This strategy created a new, interactive, real-time online shopping experience. Customers can now buy products they like immediately. Influencer recommendations result in higher sales and greater trust for the brand. It's a perfect example of how influencer marketing and live shopping are changing the e-commerce scene in the MENA region. Since consumers are starting to care more about genuine recommendations and authenticity than advertisements, community commerce is the future of shopping. Therefore, brands that prioritise fostering genuine connections with consumers will emerge as leaders in the market. MENA's digital market is growing fast, and those who tap into social-driven shopping are the ones who will stay ahead. In fact, sales through social media made up 18.5% of global online sales, and this number is only going to rise. The message is clear: if you want to succeed, you need to build a community — not just a customer base.
Campaign ME
28-03-2025
- Business
- Campaign ME
‘Transparency in marketing legitimises fashion brands'
With MENA's growing population of approximately 570 million in 2024, there is an increasing recognition of the need to transition to more sustainable practices to ensure the long-term well-being of both people and the planet. Research suggests that consumers are increasingly loyal to brands that prioritise sustainability, making sustainable marketing a strategic necessity for brands. Older consumers in the MENA region are becoming more environmentally aware, with many engaging in sustainable behaviours like donating unwanted clothes. Meanwhile, Gen Z and millennials prioritise sustainability in fashion, with 40 per cent of Gen Z expecting that 75 per cent of their future purchases will be pre-owned, driven by affordability and environmental concerns. 'Many Gen Z consumers still shop fast fashion, highlighting an 'attitude–behavior gap' where price and trends often outweigh sustainability values,' said Irina Tatarinova, Brand Director at Flowwow. 'To bridge this gap, brands must offer accessible, aspirational, and affordable sustainable alternatives that align with ethical values and consumer behaviour. ' However, younger audiences remain sceptical of sustainability messaging, expecting brands to be transparent, engaging, and social media-savvy in their communication. This new segment of audience has been identified as 'GenConscious' by Amar Nagaram, CEO and Co-founder of Virgio. On marketing sustainable fashion, he said: 'Sustainability starts with transparency. Transparency in marketing legitimises fashion brands.' Nagaram urges fashion brands to 'share stories about the people behind the brand and the impact of sustainable practices to connect with customers on a deeper level and highlight the importance of sustainability in fashion.' He suggests that balancing transparency and storytelling involves authentic communication and long-term commitment. 'To ensure sustainability messaging is credible and engaging for GenConscious consumers, brands must back up claims with data, and avoid greenwashing,' he said. 'Brands need to track customer engagement with sustainability-focused campaigns, including participation in eco-friendly initiatives and feedback on messaging. Use surveys, social media sentiment analysis, and customer reviews to understand how consumers perceive a company's sustainability efforts,' he suggests. 'Companies see the benefit of engaging consumers in sustainability initiatives, which can encourage responsible consumer behaviour and create a positive feedback loop between consumer demand and corporate actions,' Tatarinova adds. Sustainability is no longer a niche concern but a commercial imperative, with younger consumers demanding transparency and accountability from brands. To remain relevant, fashion companies must bridge the gap between sustainability values and purchasing behaviour by offering ethical, accessible, and aspirational alternatives. Chatter and trends around the topic suggest that brands that succeed at this will not only drive sales but also shape a more responsible industry – one that aligns with the expectations of an increasingly conscious generation.
Arabian Business
28-03-2025
- Business
- Arabian Business
Ramadan and Eid e-commerce sales soar in MENA, led by Saudi Arabia and UAE, study shows
Eid Al-Fitr shopping this year is expected to see a 30 per cent jump in gift demand in terms of gross merchandise value (GMV) in MENA, market research said. Along with an estimated over 150 per cent surge in gift demand during Ramadan 2025, the current festival shopping will also give a major boost to e-commerce sales in the region, the joint study by Flowwow, a UAE-based gifting marketplace, and Admitad, said. The study, which analysed over 900,000 customer orders, forecasted a 10 per cent increase in online sales during the Eid Al-Fitr shopping period. Shoppers in MENA are turning to online gifting during this time of generosity and family connection, the study said. 'The latest numbers confirm that this year's Ramadan sales in MENA have outpaced 2024, with a 9 per cent increase in total sales and an impressive 35 per cent growth in GMV. Saudi Arabia saw an even bigger e-commerce peak, with sales increased by 30 per cent and GMV rising 35 per cent,' the market study said. With strong early Ramadan sales this year, Flowwow and Admitad experts predicted a record-breaking Eid Al-Fitr 2025, forecasting a 10 per cent rise in online sales and a 30 per cent increase in GMV compared to last year. Anna Gidirim, CEO at Admitad, said the Ramadan and Eid season continues to be a peak period for e-commerce in the MENA region, driven by 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,' she said. Ramadan and Eid average order value surge 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. 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. '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,' said Slava Bogdan, CEO of Flowwow. 'Based on current trends, we expect Eid Al-Fitr 2025 to set new records, with gifting sales projected to grow by at least 50 per cent, compared to last year in the UAE,' she said. Bogdan said flowers, sweets, and gourmet sets remain among the top choices, reflecting the blend of tradition and convenience. Rise in mobile shopping Online shopping during the Ramadan and Eid season also saw a jump in orders via mobile devices, accounting for over 40 per cent of all purchases in MENA. Mobile-based orders were even higher in countries like Saudi Arabia (50+ per cent) and the UAE (up from 39 per cent to 47 per cent), the study said, adding that this surge is largely driven by younger generations like Gen-Z, who are fully accustomed to mobile-first, digital commerce. The study said the gifting market is also intensifying, with more players entering the sector to meet the rising demand. 'Today's competitive landscape spans niche gifting marketplaces such as Floward, FNP and Flowwow, whereas e-commerce platforms like Amazon UAE, super-apps like Talabat, Deliveroo, and Careem, besides retailers and offline stores are also expanding beyond rides and food delivery, quickly launching gifting services to take advantage of the booming demand during Ramadan and Eid,' it said.
Khaleej Times
27-03-2025
- Business
- Khaleej Times
Eid Al Fitr and Ramadan drive Mena e-commerce boom
Shoppers in Mena are increasingly turning to online gifting as Eid Al Fitr approaches, a study showed. Data from Flowwow, a UAE-based gifting marketplace and Admitad, a partnership marketing platform, revealed a surge of more than 150 per cent in gift demand during Ramadan 2025, with a forecasted 10 per cent increase in online sales and a 30 per cent rise in GMV for Eid al-Fitr. As the Mena gifting market is projected to grow from $6.36 billion in 2025 to $8.47 billion by 2032, exhibiting a CAGR of 4.16 per cent, 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. The latest numbers confirm that this year's Ramadan sales in Mena have outpaced 2024, with a nine per cent increase in total sales and an impressive 35 per cent growth in gross merchandise value (GMV). Saudi Arabia saw an even bigger e-commerce peak, with sales increased by 30 per cent and GMV rising 35 per cent. The UAE also experienced a 20 per cent boost in orders, with GMV growing 13 per cent in 2025. With strong early Ramadan sales this year, Flowwow and Admitad experts predict a record-breaking Eid al-Fitr 2025, forecasting a 10 per cent rise in online sales and a 30 per cent 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 by 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. 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 per cent, with total spending up by 36 per cent compared to the previous year. Saudi Arabia saw an impressive 50 per cent rise in orders, with GMV increasing by 28 per cent, while in the UAE, orders climbed by 27 per cent, and GMV rose by 16 per cent. Ramadan itself also showed steady growth. In 2024, overall sales in Mena increased by seven per cent, with GMV up five per cent compared to non-festive months. While Saudi Arabia's growth remained modest, the UAE saw a 5 per cent jump in order volume and a 7 per cent 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. The demand for online shopping during the Ramadan and Eid season is growing, with an increase in mobile orders and over 40 per cent of all purchases in Mena made via mobile devices, and even higher in countries like Saudi Arabia (50 per cent+) and the UAE (up from 39 per cent to 47 per cent). 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. 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 per cent+ surge in gifts demand. The data reveals significant growth in Ramadan 2025 compared to 2024: GMV rose 203.7 per cent, while the number of gift sales rose by 152.8 per cent. The average order value for gifts during Ramadan saw a growth of 19.05 per cent, 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 per cent compared to last year in the UAE,' said Slava Bogdan, CEO of Flowwow. The most popular gift categories for Eid al-Fitr on the marketplace include flowers (73.4 per cent), pastries and confectionery (20.4 per cent), gourmet sets (2 per cent), and edible bouquets (1.5 per cent), which are commonly used to delight family and friends, serve at Iftar dinners, and provide traditional snacks for celebrations. The most popular e-commerce categories in Mena during Ramadan included fashion, which accounted for 17.8 per cent of total orders. Electronics followed closely at 16 per cent, while home goods represented 15 per cent of all the orders. Automobiles, parts, and accessories made up 8 per cent, and toys and hobbies accounted for 6.5 per cent. Beauty and health products held a 6.2 per cent percent share, while tools comprised 4.7 per cent percent. The mother and kids category represented 4 per cent, and sports and entertainment stood at 3.8 per cent. 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.
Hi Dubai
26-03-2025
- Business
- Hi Dubai
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.
