With tech-savvy populations, high smartphone penetration, and a youthful demographic, countries such as Saudi Arabia, the UAE, and Kuwait are emerging as eCommerce powerhouses.
Over the last decade, the Middle East has experienced a significant spike in eCommerce sales, with the digital gross merchandise value forecasted to reach $51.2 billion by 2028. This growth is fueled by evolving consumer behavior, technological advancements, and economic recalibration.
With the region expecting to see an estimated 25% increase in eCommerce companies, this presents enormous opportunities for brands wanting to expand into this highly lucrative market.
However, attracting Middle East shoppers is easier said than done. From the rise of quick commerce to rapidly evolving customer expectations and the strategic role of logistics and delivery, businesses must adapt to regional trends while embracing the right tools to elevate customer engagements.
Here are five key trends reshaping the Middle East eCommerce landscape in 2025 and how businesses can thrive by tapping into them.
1. The Rise of Social Commerce
With the average Middle East internet user spending over three hours a day on social media, platforms such as Instagram, WhatsApp, and Viber are becoming major shopping destinations. Social media has heightened the demand for unparalleled convenience and instant gratification, with customers expecting prompt delivery services.
Middle East consumers also use more social platforms than the worldwide average. And almost two-thirds think it’s essential for businesses to communicate on multiple channels.
To exceed customer expectations, brands must:
- Offer quick and convenient in-app payment options and real-time delivery statuses via chat apps.
- Take an omnichannel strategy to engage and support consumers on every social platform they use.
2. Logistics and Delivery: The Differentiator
The surge in quick commerce underscores the importance of last-mile delivery. Same-day and next-day delivery are becoming the standard, particularly in urban hubs such as Riyadh, Dubai, and Kuwait City. In response, retailers are turning to smart warehousing, dark stores, and automated fulfillment centers to meet the increasing demand. At the same time, consumers expect flexible delivery windows and easy returns.
What this means for brands:
- Partner with agile logistics providers that specialize in regional delivery.
- Communicate proactively with customers through automated SMS alerts, WhatsApp messages, and voice notifications.
- Build loyalty by offering transparent, real-time tracking and responsive customer service.
3. Stronger Data Security
Data security concerns are among the top challenges when engaging Middle East consumers.
Consumers across the region are increasingly savvy—and cautious—about how their data is used. Online businesses must ensure that customers have safe and secure shopping experiences by protecting their data from cybercriminals.
Brands can ramp up customer security with:
- End-to-end encryption and user verification via two-factor authentication and one-time passcodes
- Transparent data policies and secure SMS delivery routes
- Compliance with local data residency and privacy laws
4. Government Support Fuels Digital Growth
Governments in the region are actively investing in various initiatives to expand regional eCommerce growth. Initiatives like Saudi Arabia’s Vision 2030 and the UAE’s Digital Economy Strategy are prioritizing:
- eCommerce infrastructure
- Digital payments
- Tech-driven entrepreneurship
This top-down momentum is translating into smoother logistics, improved digital literacy, and greater broadband access, creating fertile ground for eCommerce to flourish.
This creates fantastic opportunities for eCommerce businesses:
- The digital ecosystem is becoming more welcoming for new market entrants.
- Local partnerships are increasingly valuable, especially for navigating regulatory nuances.
- Brands have more room to experiment with omnichannel engagement and localized campaigns.
Mitto offers global communication routing and real-time delivery optimization, ensuring that your messages reach their destinations quickly and accurately across diverse and digitally evolving markets.
5. Cross-Border eCommerce Is Booming
Middle East consumers are shopping globally, with cross-border eCommerce accounting for a growing share of total online spend. Thanks to improved logistics and increased trust in international platforms, companies outside the region are tapping into new customer segments, and local brands are expanding their digital reach beyond borders.
Opportunities for brands:
- Targeting the Gulf’s affluent, mobile-first population with tailored, multilingual experiences.
- Embracing mobile-first commerce powered by WhatsApp, Viber, and RCS.
- Creating seamless, secure checkout and customer service experiences across time zones and borders.
Mitto’s secure worldwide messaging coverage, intelligent APIs, and global compliance expertise let you orchestrate real-time communications at scale, ensuring reliability and compliance across borders.
Mitto Helps Brands Capitalize on the Middle East eCommerce Boom
The Middle East’s eCommerce ecosystem is evolving rapidly, and with it, consumer behavior is changing. As we progress through 2025, meeting rising customer expectations, integrating social commerce, and mastering logistics are non-negotiables for success.
But the glue that holds it all together is effective communication. Brands that deliver seamless, timely, and secure messages across every channel will earn loyalty, drive conversions, and outpace competitors.
With Mitto’s omnichannel communication solutions, eCommerce businesses in the Middle East can create convenient, safe, and connected customer journeys that span multiple platforms, languages, and preferences, ensuring they meet consumers wherever they are and however they prefer to engage.
Ready to future-proof your eCommerce communication in the Middle East?
Contact Mitto today to explore how our global communication tools can help your brand connect, convert, and grow in 2025 and beyond.
