E-Commerce Boom in MENA: Projections and Trends for 2028

The MENA region’s e-commerce market maintained its growth trajectory in 2023, though at a more tempered pace due to post-pandemic normalization and a partial return to offline shopping. The market grew by a modest 11.8% year-on-year, reaching nearly $28.9 billion in value. This follows a period of rapid expansion, with a robust 25.0% CAGR recorded since 2018, driven by accelerated online adoption during the pandemic. Looking ahead, the market is set for continued growth, bolstered by widespread high-speed internet connectivity and government initiatives aimed at improving digital payment systems and logistics infrastructure. These developments are expected to support e-commerce adoption, particularly in less-developed segments of the region.

Apparel and footwear remain the largest segment, climbing from US $1.2 billion in 2018 to an expected US $7.6 billion by 2028. Consumer electronics, another high-demand category, is projected to reach US $7.6 billion by 2028, achieving a CAGR of 11.4% from 2023 to 2028. Meanwhile, beauty and personal care products are anticipated to grow from US $0.2 billion in 2018 to US $1.9 billion by 2028, maintaining steady momentum with a 14% CAGR over the same period.