UAE brands see 84% rise in demand during Ramadan 2024
The UAE is witnessing a remarkable surge in online shopping activity during Ramadan 2024, with an 84% rise in demand compared to previous years. This surge reflects a growing trend of embracing online platforms for shopping, driven by the convenience and safety they offer, especially amidst the ongoing global pandemic.
A recent report by Flowwow, a UAE-based global gifting marketplace, and Admitad, an affiliate marketing platform, highlights the significant increase in online shopping activities across the Middle East and North Africa (MENA) region during the holy month of Ramadan. The UAE leads in the value of the average Ramadan online shopping basket, with an average order value (AOV) of $102. This is followed by Kuwait and Qatar, with $99 and $79 respectively.
The report indicates that Ramadan traditions are playing a pivotal role in driving this surge in online shopping, motivating people to purchase more during this period. Categories such as florists, confectionery, and personalized gifts have experienced substantial growth in sales. Sales of original bouquets from florists have surged by 220% from 2023 to 2024, while the turnover of the confectionery category has already reached half of the total turnover for 2023 in the first three months of 2024.
Moreover, the report highlights a notable increase in online orders and gross merchandise value (GMV) during Ramadan 2024. Despite the key days of the holy month still ahead, online orders have increased by four percent, and GMV has risen by six percent. The average order volume has also witnessed a slight increase.
Several categories of goods and services have experienced significant spikes in popularity during Ramadan compared to non-Ramadan periods. Hotels, airplane tickets, flowers and souvenirs, electronics, food delivery, and sporting goods have witnessed notable increases in demand.
Notably, there has been a growing trend towards authenticity and supporting local businesses in gift-giving choices. Flowwow reports a remarkable uptick in the popularity of local and personalized gifts during Ramadan 2024. The number of online gift purchases from local brands in the UAE has increased by 65% compared to the same period last year and by 84% compared to non-festive periods.
Anna Gidirim, CEO of Admitad, emphasizes that Ramadan shoppers are not only buying more online but also making smaller, more frequent purchases. This trend reflects a shift towards meaningful and thoughtful gift-giving choices that capture the spirit of Ramadan. As Eid Al-Fitr approaches, online shopping is expected to reach new highs, showcasing the growing significance of digital platforms in celebrating traditions and connecting people during festive seasons.
By: Sahiba Suri
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