Ramadan And Eid Gifting Is Rising: 150% Surge Supercharges MENA E-Commerce

The Holy Month of Ramadan and Eid is traditionally a time for giving, and this cultural practice has seamlessly transitioned into the digital age. With the rise of digital platforms, consumers now have the luxury of choosing from a wide array of products without the need to visit physical stores.

This shift towards online shopping has not only made it easier for individuals to find the perfect gifts but has also contributed to the e-commerce boom in the region. The trend is indicative of a changing consumer behaviour that leans towards the convenience and efficiency of online transactions.

A new study by UAE-based gifting platform Flowwow and partnership marketing expert Admitad reveals a booming e-commerce landscape in the MENA region, driven by Ramadan and Eid Al Fitr.

Analyzing over 900,000 customer orders, the research highlights a 150% spike in gift demand during Ramadan 2025 and predicts a 30% rise in Gross Merchandise Value (GMV) for Eid al-Fitr 2025, alongside a 10% increase in online sales.

With the MENA gifting market expected to grow from $6.36 billion in 2025 to $8.47 billion by 2032 (a CAGR of 4.16%), competition is heating up as e-commerce giants, super-apps, and niche platforms vie for a slice of this expanding market.

Eid al-Fitr 2025 Poised to Break Records

Ramadan 2025 has already outpaced last year, delivering a 9% rise in total sales and a 35% GMV increase across MENA. Saudi Arabia led with a 30% surge in sales and 35% GMV growth, while the UAE saw orders climb 20% and GMV rise 13%.

Building on this momentum, Flowwow and Admitad forecast a record-breaking Eid Al Fitr 2025, with online sales expected to grow by 10% and GMV by 30% compared to 2024. "The Ramadan and Eid season is a cornerstone for e-commerce in MENA, fueled by a shift to online shopping and gifting, especially in Saudi Arabia and the UAE," said Anna Gidirim, CEO of Admitad.

Spending Soars During Ramadan and Eid

Ramadan 2024 marked a significant shift toward online spending, with Eid al-Fitr sales soaring 38% and total expenditure up 36% year-over-year. Saudi Arabia saw a standout 50% increase in orders and a 28% GMV rise, while the UAE recorded a 27% jump in orders and 16% GMV growth. Ramadan itself showed steady gains, with MENA sales up 7% and GMV rising 5% compared to non-festive periods. The UAE outperformed with a 5% increase in order volume and a 7% GMV boost.

Average order values (AOV) also climbed from $41 to $49 across MENA, with Kuwait topping the list at $125, followed by Saudi Arabia at $86, the UAE $83, Qatar $53, and Jordan $48. This uptick underscores Ramadan's role as a peak e-commerce season.

Mobile Shopping and Competition Reshape the Gifting Market

Mobile orders are driving this growth, accounting for over 40% of MENA purchases—rising to 50%+ in Saudi Arabia and jumping from 39% to 47% in the UAE. Gen-Z's preference for mobile-first shopping is a key factor. As demand surges, the gifting market is becoming a battleground.

Niche platforms like Flowwow, Floward, and FNP compete with e-commerce giants (e.g., Amazon UAE), super-apps (e.g., Talabat, Careem), and traditional retailers, all expanding their gifting offerings to capitalize on Ramadan and Eid. With the market projected to hit $6.38 billion by 2030, platforms are rolling out new collections and enhancing user experiences to stand out.

Gifting Trends: Tradition Meets Convenience

Ramadan 2025 data from Flowwow shows a 150%+ surge in gift demand, with GMV up 203.7%, gift sales rising 152.8%, and AOV growing 19.05%. "Ramadan and Eid al-Fitr inspire meaningful gifting to connect with loved ones. Flowers, sweets, and gourmet sets remain favorites, blending tradition with modern ease," said Slava Bogdan, CEO of Flowwow. He predicts a 50%+ increase in UAE gifting sales for Eid 2025. Top categories include flowers (73.4%), pastries (20.4%), gourmet sets (2%), and edible bouquets (1.5%), popular for Iftar gatherings and celebrations.

What Are People Buying?

Fashion led Ramadan purchases at 17.8%, followed by electronics (16%), home goods (15%), auto parts (8%), and toys (6.5%). Beauty and health (6.2%), tools (4.7%), mother and kids (4%), and sports (3.8%) rounded out the list. Saudi Arabia favoured auto parts and electronics, while UAE shoppers leaned into fashion and automotive products.

As Ramadan and Eid Al Fitr continue to propel MENA's e-commerce growth, the focus on online gifting reflects a blend of cultural values and digital convenience. With sales and demand set to climb further in 2025, especially in the UAE, Saudi Arabia, and Kuwait, these seasons will remain pivotal for retailers and platforms alike, fostering connection through thoughtful gifts.