Online gifting in the UAE has surged during Ramadan 2026, with transactions rising 115 per cent and gross merchandise value (GMV) growing 54.4 per cent in the first half of the holy month, according to new data from Flowwow, a UAE-based gifting marketplace, and Admitad, a performance marketing company.
The findings, drawn from an analysis of more than 700,000 e-commerce transactions across the MENA region during Ramadan 2026, point to a shift in consumer behaviour: residents are making smaller, more frequent purchases for different recipients rather than consolidating spend into single transactions.
UAE e-commerce GMV grows 24% in Ramadan 2026 as online channel preference doubles
The broader MENA market has already outpaced 2025, with GMV growing 21 per cent and order volume rising 18 per cent year-on-year for the same period. The average order value edged up from $48 to $50.
Among individual markets, Saudi Arabia recorded the highest GMV growth at 29 per cent, followed by the UAE at 24 per cent, Egypt at 19 per cent, Pakistan at 15 per cent, and Morocco at 13 per cent.
Consumer spend per purchase was highest in Saudi Arabia at $97, up 15.5 per cent year-on-year, and the UAE at $95, up 14.5 per cent. Pakistan recorded a slight decline of 2.2 per cent to $87, while Morocco and Egypt each rose 2.9 per cent to $72 and $71 respectively.
Pakistan, Egypt, and Morocco recorded mobile commerce shares of 85 per cent, 69 per cent, and 75 per cent respectively, underlining the role of the mobile channel in driving order volumes in those markets.
“We expect Eid al-Fitr 2026 to deliver 18–20 per cent order growth and 20–23 per cent GMV growth across MENA, with average spend reaching $52 and mobile purchases nearing 50 per cent. The current data has already confirmed that digital commerce in the region remains stable and continues to mature,” Anna Gidirim, CEO at Admitad said in a statement.
The UAE’s e-commerce sector, valued at $12.3 billion, continued to show resilience through the month. GMV in the country grew 24 per cent during the first half of Ramadan 2026, while order volume rose at a more moderate 12 per cent, suggesting that consumers are spending more per transaction rather than increasing purchase frequency in every category.
Eid al-Fitr 2026 gifting trends: Confectionery, plants and artisan products top UAE sales
The preference for online-only channels among UAE consumers rose from 13 per cent to 23 per cent year-on-year, a shift attributed to sustained investment in digital infrastructure, government digital transformation programmes, and the flexibility of local businesses.
Platforms including Talabat, Careem, and Deliveroo adapted operations to maintain services while managing rider safety. In Qatar, Talabat launched special meals to support its delivery riders during the period. Niche marketplaces reported temporary delays in cross-border deliveries, while domestic operations remained largely unaffected.
“Amid ongoing disruptions and challenges in global connectivity, one thing stands out most: businesses across the UAE do their best to maintain resilience. Despite the current tension, Flowwow’s sellers, most of whom are small entrepreneurs, show their flexibility and a strong commitment to keep operations running smoothly so people can stay connected with family, friends, and colleagues, despite uncertainty, especially during Ramadan,” Slava Bogdan, CEO and co-founder of Flowwow said in a statement.
On the Flowwow platform, the top-performing gifting categories compared to Eid 2024 were Confectionery and Bakery, up 255 per cent, Indoor Plants, up 194.6 per cent, and Delicious Sets, up 104.8 per cent. The platform’s top-selling products included artisan bouquets and chocolate-covered strawberries, reflecting consumer interest in handmade and locally crafted items.
Across the wider UAE e-commerce market, car-related products and apparel were among the categories that recorded the strongest growth.
Shopping behaviour during Ramadan follows the rhythm of the day. Across MENA, the 18:00 to 00:00 window accounted for the largest share of purchases at 32 per cent. In the UAE, 31 per cent of transactions took place during the same window. In Saudi Arabia, however, the most active shopping period was between midnight and 06:00, capturing 31 per cent of daily transactions.
Year-on-year comparisons underline the scale of the seasonal opportunity. During Ramadan 2025, the platform recorded GMV growth of 315.3 per cent and an order increase of 200 per cent. During Eid al-Fitr 2025 alone, GMV rose 105.6 per cent and transactions grew 169.6 per cent compared to 2024.
Based on the trajectory of the first half of Ramadan 2026, Flowwow and Admitad project that Eid al-Fitr will deliver 50 per cent GMV growth and 70 per cent order volume growth in online gifting.
