The social commerce market in Middle East is expected to grow by 19.0% on annual basis to reach US$9.92 billion in 2025.
The social commerce market in the region experienced robust growth during 2021-2024, achieving a CAGR of 23.0%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 14.6% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 8.33 billion to approximately USD 19.60 billion.
This report provides a detailed data-centric analysis of the social commerce sector in Middle East, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the regional and country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.
It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
Government initiatives such as Saudi Arabia's Vision 2030 and the UAE's Digital Economy Strategy push for a cashless economy, further fueling e-commerce and social commerce adoption. With increasing reliance on mobile transactions, businesses in the Middle East are integrating seamless in-app shopping experiences, reducing the need for traditional retail channels.
The social commerce market in the region experienced robust growth during 2021-2024, achieving a CAGR of 23.0%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 14.6% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 8.33 billion to approximately USD 19.60 billion.
This report provides a detailed data-centric analysis of the social commerce sector in Middle East, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the regional and country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.
It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
This title is a bundled offering provides detailed 5 reports (220 tables and 285 charts), covering regional insights along with data centric analysis at regional and country level:
- Middle East Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
- Israel Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
- Saudi Arabia Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
- Turkey Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
- United Arab Emirates Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
Key Insights
The Middle East's social commerce sector is witnessing significant growth, driven by high social media engagement, mobile-first consumer behavior, and digital transformation initiatives. The region's young, tech-savvy population is adopting Instagram Shopping, TikTok Shop, and WhatsApp Business for direct purchases, while businesses are leveraging interactive content, influencer partnerships, and digital payment solutions to enhance online sales.Government initiatives such as Saudi Arabia's Vision 2030 and the UAE's Digital Economy Strategy push for a cashless economy, further fueling e-commerce and social commerce adoption. With increasing reliance on mobile transactions, businesses in the Middle East are integrating seamless in-app shopping experiences, reducing the need for traditional retail channels.
Surge in Social Commerce Adoption Across the Region
- Social Shopping Gaining Traction: Middle Eastern consumers are turning to social platforms for discovery and purchases, especially in segments such as fashion, beauty, and electronics. Businesses across the UAE, Saudi Arabia, and Egypt have seen increased direct-to-consumer (D2C) sales through WhatsApp, Instagram, and TikTok, leveraging interactive content to drive conversions.
- Luxury Retail Embracing Social Commerce: High-end brands in the Middle East are incorporating Instagram Live Shopping and Snapchat AR filters to engage customers. Companies in Dubai and Riyadh are integrating AI-driven virtual try-ons, allowing consumers to interact with products before making purchasing decisions.
Integration of Fintech Solutions Enhancing Social Commerce
- Mobile Wallet Adoption on the Rise: The transition to cashless transactions has enabled a surge in social commerce adoption. Platforms such as Apple Pay, STC Pay (Saudi Arabia), and e& Money (UAE) are increasingly integrated into social media checkout processes, reducing dependency on cash-on-delivery models.
- Buy Now, Pay Later (BNPL) Expanding in Social Commerce: BNPL providers such as Tabby and Tamara have partnered with brands on Instagram and TikTok to enable installment-based purchases directly through social media platforms. This drives higher conversion rates, especially among younger consumers seeking flexible payment options.
Expansion of E-commerce Platforms into Social Commerce
- Noon and Amazon Strengthening Social Commerce Presence: Regional e-commerce leaders Noon (UAE & Saudi Arabia) and Amazon UAE are expanding their social selling strategies by integrating influencer-led marketing, personalized recommendations, and in-app social engagement tools. This allows consumers to interact with products more engagingly before making purchases.
- WhatsApp Commerce Growth Among SMEs: Small and medium-sized businesses (SMEs) across the GCC and Egypt are shifting to WhatsApp Business for direct sales, offering real-time customer engagement. This shift is particularly notable in sectors like home decor, artisanal goods, and specialty food brands, where personalized interactions enhance buyer confidence.
Growth of Influencer Marketing Driving Social Commerce
- Influencer-Led Shopping Becoming Mainstream: Beauty, apparel, and electronics brands leverage micro and macro influencers to drive social commerce. Platforms like TikTok Shop in Saudi Arabia and Instagram Shopping in the UAE have seen increased sales through live product showcases and influencer-hosted shopping events.
- Interactive Shopping Features Gaining Traction: Live shopping, AR-based virtual try-ons, and AI-powered product recommendations enhance social commerce conversions. Companies in the UAE and Saudi Arabia are integrating AI-driven chatbots for personalized shopping experiences through WhatsApp and Messenger.
Competitive Landscape of Social Commerce in the Middle East
The Middle East's social commerce market is evolving rapidly, with local and global players expanding their offerings:
- Shein Expands Middle East Operations: In 2024, Shein expanded localized operations across the UAE and Saudi Arabia, offering exclusive product launches through social commerce platforms and localized influencer campaigns.
- Regional Retailers Enhancing Social Commerce: Major brick-and-mortar retailers, including Al Tayer Group and Chalhoub Group, integrate social commerce features into their digital storefronts, leveraging Instagram Shopping and WhatsApp for Business to enhance direct-to-consumer engagement.
- New Entrants Driving Competition: TikTok Shop has been expanding in the region, partnering with brands to enable in-app product discovery and purchases, challenging traditional e-commerce models.
Assess the Current State of Social Commerce
Social commerce in the Middle East is becoming dominant in online retail, particularly in fashion, electronics, beauty, and luxury. The shift toward mobile-first commerce, live shopping, and direct-to-consumer engagement is changing how consumers shop, pushing businesses to integrate seamless social shopping experiences.- Greater reliance on influencer marketing and live commerce
- Increasing adoption of mobile payments and BNPL for social transactions
- Stronger integration of AI-driven personalization in social shopping experiences
Key Players in the Middle East's Social Commerce Ecosystem
- Noon - Integrating social selling, AI-driven recommendations, and influencer-led campaigns to drive engagement.
- Amazon UAE & KSA - Enhancing social commerce offerings through influencer partnerships and localized social selling strategies.
- Shein Middle East - Increasing its market share through social commerce-exclusive product launches and influencer collaborations.
- TikTok Shop - Expanding its footprint by enabling in-app product discovery and real-time engagement.
Recent Partnerships, Mergers, and Acquisitions
- TikTok Shop's Expansion in Saudi Arabia and UAE: Strengthening in-app shopping experiences by onboarding local merchants and major retailers.
- Noon's Integration of Live Shopping Events: Expanding influencer-hosted product showcases to boost engagement and sales.
- Shein's Regional Supply Chain Expansion: Enhancing local fulfillment centers in the Middle East to support social commerce growth.
Anticipate the Evolution of the Competitive Landscape (Next 2-4 Years)
- Over the next 2-4 years, AI-driven personalization, live shopping, and digital payments will be crucial in shaping the Middle East's social commerce landscape. Brands are expected to increase investments in AI-powered recommendations and real-time engagement features, particularly on platforms like Instagram and TikTok. Live commerce will gain further traction as businesses host more influencer-led shopping events, making product discovery more interactive.
- Regulatory developments will likely impact the sector, with governments in Saudi Arabia and the UAE exploring more robust policies around data privacy, digital taxation, and consumer rights in social commerce transactions. These changes may introduce compliance challenges but will ultimately strengthen the ecosystem by increasing transparency and consumer confidence.
- Additionally, cross-border social commerce is expected to expand, with Middle Eastern consumers purchasing directly from international brands through localized social platforms. The region's high spending power, particularly in the luxury segment, will attract more global brands to invest in exclusive social commerce campaigns and influencer collaborations. Businesses that successfully integrate AI-driven shopping experiences, flexible payment options, and interactive content will solidify their position in the evolving social commerce landscape.
Scope
Country reports in this bundled offering provide in-depth analysis of Social Commerce industry. Below is a summary of key market segments offered at country level.Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2021-2030
Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2021-2030
Social Commerce Industry Market Size and Forecast by Retail Product Categories, 2021-2030
- Clothing & Footwear
- Beauty and Personal Care
- Food & Grocery
- Appliances and Electronics
- Home Improvement
- Travel
- Hospitality
Social Commerce Industry Market Size and Forecast by End Use Consumer Segment, 2021-2030
- B2B
- B2C
- C2C
Social Commerce Industry Market Size and Forecast by End Use Device, 2021-2030
- Mobile
- Desktop
Social Commerce Industry Market Size and Forecast by Location, 2021-2030
- Domestic
- Cross Border
Social Commerce Industry Market Size and Forecast by Location, 2021-2030
- Tier-1 Cities
- Tier-2 Cities
- Tier-3 Cities
Social Commerce Industry Market Size and Forecast by Payment Method, 2021-2030
- Credit Card
- Debit Card
- Bank Transfer
- Prepaid Card
- Digital & Mobile Wallet
- Other Digital Payment
- Cash
Social Commerce Industry Market Size and Forecast by Platforms
- Video Commerce
- Social Network-Led Commerce
- Social Reselling
- Group Buying
- Product Review Platforms
Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour, 2024
- By Age
- By Income Level
- By Gender
Social Commerce Market Share by Key Players, 2024
Reasons to buy
- Insights on Strategy & Innovation: Navigate through future direction of the social commerce industry market by understanding strategic initiatives taken by key players to gain market share and innovation.
- In-depth Understanding of Social Commerce Market Dynamics in the Middle East: Understand emerging opportunities and future direction of the social commerce market, key drivers, and trends. Benefit from a detailed market segmentation with 50+ KPIs.
- Value and Volume KPIs for Accurate Understanding of Middle East Market: Value and volume key performance indicators (KPIs) help in developing an accurate understanding of market dynamics.
- Gain comprehensive insights with this bundled package, featuring 5 detailed reports encompassing 220 tables and 285 charts, providing in-depth regional and country-level analysis to support strategic decision-making.
- Competitive Landscape of Middle East Market: Get a snapshot of competitive landscape in social commerce sector with key players and market share in the Middle East. Formulate Middle East strategy by gaining insights into the current structure of the market.
- Develop Strategies to Gain Market Share: Create and fine tune Middle East targeting strategy in the social commerce sector, identify growth categories and target specific segments across the value chain; evaluate important trends and risks unique to Middle East market.
- Deeper Understanding of Consumer Behaviour: Increase ROI by understanding how consumer attitudes and behaviours are evolving. Get a detailed view on retail spending dynamics across consumer segments in social commerce sector.
Table of Contents
1. About this Report
2. Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3. Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
4. Social Commerce Industry Market Size and Forecast by Location
5. Social Commerce Industry Market Size and Forecast by Product Categories
6. Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
7. Social Commerce Industry Market Size and Forecast by End Use Device
8. Social Commerce Industry Market Size and Forecast by Cities
9. Social Commerce Industry Market Size and Forecast by Payment Method
10. Social Commerce Industry Market Size and Forecast by Platforms
11. Social Commerce Industry Market Size and Forecast by Contents
12. Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
13. Further Reading
List of Figures
List of Tables
Companies Mentioned
- YouTube
- Brimore
- Taager Shopping
- Divar Shopping
- Trumpet
- Digikala
- Boards
- Easy Social Shop
- GROO
- KiliShop
- Copia
- Jiji Nigeria
- Sendbox
- reselr.com
- Tajer
- Fordeal
- atonzo
- BabyGroup.co.za
- Trendyol
- TurkSey
- The Luxury Closet
- Zbooni
- SellAnyCar.com
- Floranow
