Middle East & Africa B2C E-Commerce Market 2024

Middle East & Africa B2C E-Commerce Market 2024



MENA's Mobile Commerce Revolution: Over 70% Online Transaction Dominance by 2025, as per yStats.com Latest Report.

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 highlighted in yStats.com's recent report. 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.


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 (1 of 2)
Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (2 of 2)
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 (1 of 2)
Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (2 of 2)
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 (1 of 2)
Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (2 of 2)
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 (1 of 2)
Online Payment Market and Trends Overview, April 2024 (2 of 2)
Cryptocurrency Trends Overview, April 2024
B2C E-Commerce Players Overview, April 2024 (1 of 2)
B2C E-Commerce Players Overview, April 2024 (2 of 2)
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 (1 of 2)
B2C E-Commerce Market Overview, March 2024 (2 of 2)
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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