Eid al-Adha is considered one of the most significant shopping periods of the year in the Middle East and North Africa (MENA). Traditional practices such as generosity, gift-giving, and holiday preparations are driving higher e-commerce spending during this time.
According to a study conducted by marketing platform Admitad, which analyzed over 150,000 customer orders during the 2024–2025 Eid al-Adha period, there has been a notable increase in demand for seasonal gifts, along with a rise in emotionally driven shopping behaviors. The analysis indicates a growing interest in high-value products and predicts substantial growth in mobile commerce. These trends are anticipated to continue into 2025, with overall orders in the region expected to rise by 10% and mobile sales surpassing 45%.
E-Commerce Orders Set to Rise 10% in the Region
A new report on Eid al-Adha 2025 forecasts a 10% increase in e-commerce orders across the region, with GMV expected to grow by 14% to 15%. Contributing to this growth are rising household incomes and a greater inclination toward digital shopping. Mobile commerce, in particular, is identified as the primary driver. In the UAE, 47% of online orders were placed via mobile devices, while in Saudi Arabia the figure exceeded 50%. Mobile shopping across MENA rose from 38% last year to 41.5% this year, highlighting a clear shift toward mobile-first consumer behavior.
Online Orders Rose 5% During Eid al-Adha 2024
During the five-day Eid holiday in 2024, online orders in the MENA region increased by 5% compared to non-holiday periods, while GMV rose by 14%. The average order value (AOV) climbed from $37 to $40, marking an 8% increase and suggesting a preference for higher-ticket items. Saudi Arabia, the UAE, Kuwait, Qatar, and Jordan emerged as the strongest performing markets. The average order value reached $62 in Saudi Arabia and $61 in the UAE.
Gift Trends Reflect Cultural Nuances in MENA
Consumer gift choices across the MENA region highlight diverse cultural preferences and country-specific buying habits. In Saudi Arabia, electronics topped the list, comprising 25.2% of all orders. Household goods followed at 15.5%, with fashion items accounting for 14.6%. Automotive products, including spare parts and motorcycle gear, were notably popular, making up 12.2% of orders. In the UAE, household goods led at 23.4%, followed by electronics at 21.7%, accessories such as handbags and jewelry at 18.6%, and fashion items at 17.5%.
Online Gift Market Projected to Hit $6.38 Billion by 2030
The increase in order volume, sales, and average transaction value during Eid al-Adha illustrates a broader shift from traditional retail to fast, tech-driven online shopping. In this evolving e-commerce ecosystem, super apps and online marketplaces are racing to meet the growing expectations of digital consumers.
Fueled by deep-rooted gift-giving traditions, a multicultural population, and rising income levels, GCC (Gulf Cooperation Council) countries are positioned as the fastest-growing online gifting market—expected to surge from $1.8 billion in value today to $6.38 billion by 2030.
