As Eid Al Fitr approaches, shoppers in the Mena region are increasingly turning to online gifting, according to a recent study. Data from Flowwow, a UAE-based gifting marketplace, and Admitad, a partnership marketing platform, revealed a remarkable surge of over 150% in gift demand during Ramadan 2025. The study forecasts a 10% increase in online sales and a 30% rise in gross merchandise value (GMV) for Eid al-Fitr.

The Mena gifting market is expected to grow from $6.36 billion in 2025 to $8.47 billion by 2032, reflecting a compound annual growth rate (CAGR) of 4.16%. E-commerce giants, super apps, and niche gifting platforms are expanding their gift categories to capture a larger share of this growing demand for online gifting during Ramadan.

Data shows that this year’s Ramadan sales have surpassed those of 2024, with total sales increasing by 9% and GMV growing by an impressive 35%. Specifically, Saudi Arabia experienced a significant e-commerce peak, with sales rising by 30% and GMV increasing by 35%. The UAE also noted a 20% boost in orders, with GMV growing by 13% in 2025.

Experts from Flowwow and Admitad predict a record-breaking Eid al-Fitr 2025, as early Ramadan sales point to strong consumer engagement. They forecast a 10% increase in online sales and a 30% rise in GMV compared to the previous year. Anna Gidirim, CEO of Admitad, emphasized the importance of Ramadan and Eid as peak periods for e-commerce in the Mena region, driven by a growing consumer preference for online shopping.

In 2024, spending during Eid al-Fitr soared by 38%, with total expenditures rising by 36% compared to the previous year. In Saudi Arabia, orders increased by 50%, and GMV grew by 28%. The UAE saw orders climb by 27% and GMV rise by 16%. Overall sales in Mena during Ramadan 2024 grew by 7%, with GMV increasing by 5% compared to non-festive months.

A notable trend during Ramadan and Eid al-Fitr is the increase in average order value (AOV), which rose from $41 to $49 year-over-year. This growth is particularly pronounced in top-spending countries such as Kuwait, the UAE, and Saudi Arabia. Kuwait leads with an AOV of $125, followed by Saudi Arabia at $86, the UAE at $83, Qatar at $53, and Jordan at $48.

The demand for online shopping during Ramadan and Eid is on the rise, with mobile orders accounting for over 40% of all purchases in Mena. This figure is even higher in countries like Saudi Arabia, where mobile purchases exceed 50%, and in the UAE, where it has increased from 39% to 47%. Younger generations, particularly Gen-Z, are driving this trend, as they are accustomed to mobile-first, digital commerce.

The competitive landscape for gifting is intensifying, with more players entering the market to meet the growing demand. Niche gifting marketplaces such as Floward, FNP, and Flowwow are competing against e-commerce platforms like Amazon UAE and super-apps like Talabat, Deliveroo, and Careem, which are expanding their offerings to include gifting services.

As the Ramadan season progresses, regional e-commerce giants are introducing new collections and competing for a larger share of the Mena gifting market, projected to reach $6.38 billion by 2030. Gifting platforms see significant sales increases, especially just days before Eid. Flowwow reported a 150% surge in gift demand for Ramadan 2025, with GMV rising by 203.7% and the number of gift sales growing by 152.8% compared to 2024.

Slava Bogdan, CEO of Flowwow, noted that shoppers are increasingly choosing meaningful gifts to celebrate connections with loved ones during Ramadan and Eid. Popular gift categories include flowers (73.4%), pastries and confectionery (20.4%), gourmet sets (2%), and edible bouquets (1.5%).

In terms of overall e-commerce categories during Ramadan, fashion accounted for 17.8% of total orders, followed by electronics at 16%, and home goods at 15%. Other categories included automobiles (8%), toys (6.5%), beauty products (6.2%), tools (4.7%), and the mother and kids category (4%).

Regional trends showed that Saudi Arabia prioritized auto parts and electronics, while UAE shoppers focused more on automotive products and fashion, with lower demand for beauty items. Overall, Ramadan and Eid al-Fitr continue to drive substantial growth in e-commerce within Mena, establishing these periods as key moments for online gifting and shopping.