Ministerial Review of Fitch's E-commerce Report

Fitch expects the total household expenditure on consumer goods via electronic channels in the Middle East and North Africa to reach $63.5 billion by 2026, with an annual growth rate of 8%. This growth is driven by increased reliance on digital technologies, improved consumer confidence in online shopping, and advancements in payment and delivery methods. Electronic spending is anticipated to make up approximately 7-10% of overall consumer expenditure in 2026, up from 4-7% in 2019 before the COVID-19 pandemic. Saudi Arabia will remain the largest e-commerce market in the region, followed by Egypt and the UAE, with continued growth in the coming years. Additionally, the youthful demographic—over 70% of whom are under 40—supports this trend, and rising urbanization rates in major cities further promote e-commerce, primarily accessed via smartphones. The expansion of social media as a direct sales channel and the rapid development of digital payments also contribute significantly to this growth.

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