Region Deep-Dive
መካከለኛው ምስራቅ እና አፍሪካ
በዚህ ክልል ዋና ቋንቋዎች፦ العربية · English · Français · Türkçe · हिन्दी
ተዛማጅ መድረኮች በመድረክ መረጃ ስር ተዘርዝረዋል። ከዚህ በታች ያለው እያንዳንዱ ቁጥር በተዘረጋው የምንጭ ጽሑፍ ሊረጋገጥ ይችላል። የመድረክ መረጃ.
Qየመካከለኛው ምስራቅ እና አፍሪካ የኢኮሜርስ ገበያ ምን ያህል ትልቅ ነው፣ እንዴት እያደገ ነው?
MEA ዘልቆ <5%; MEA 2026–31 CAGR 13.85% (ከ$338B በ2031 ይበልጣል) መካከለኛው ምስራቅ B2C በ2029 ከ $202B በልጧል። አፍሪካ 2025 ~$40.49B; ቱርክ 2025 የግብይት መጠን $115.4B (+52%)
20% + (ብዙ አገሮች); MENA 2024 እድገት ~30% (UAE እና ሳውዲ አረቢያ ግንባር ቀደም)
ዘርጋ፦ የዋናው ዓለም አቀፍ ሪፖርት ክፍል (የአገር/ንዑስ ገበያ ዝርዝርና ምንጮች)
7. Middle East & Africa
7.1 Regional Overview
- Middle East: B2C ecommerce revenue is expected to exceed $202B by 2029 (Research and Markets); Middle East retail ecommerce grew about 19.8% in 2025; MENA ecommerce GMV grew about 30% in 2024 (UAE and Saudi Arabia in the lead).
- Source: https://www.globenewswire.com/de/news-release/2026/01/12/3217066/28124/en/Middle-East-B2C-Ecommerce-Market-Opportunities-to-2029-Revenues-to-Exceed-202-Billion.html ; https://adgully.me/post/9604/mena-e-commerce-sees-30-growth-uae-saudi-lead-in-gmv
- MEA overall: expected to exceed $338B by 2031, 2026–2031 CAGR 13.85% (Research and Markets).
- Source: https://www.globenewswire.com/de/news-release/2026/03/18/3257960/28124/en/Middle-East-and-Africa-E-commerce-Market-to-Surpass-USD-338-Billion-by-2031-Growing-at-13-85-CAGR-During-2026-2031.html
- Very low penetration but world-leading growth: MEA ecommerce penetration is under 5%; Turkey + Saudi Arabia account for about 45% of MEA ecommerce; Egypt has the highest growth rate.
- Source: https://www.sgpjbg.com.cn/hyshuju/821cdf3262c35facf9712acdc1bdc95c.html ; https://www.sgpjbg.com.cn/hyshuju/a586f9ca0cce75eb8586ca4e91cd7a94.html
7.2 Key Middle East Markets
7.3 Africa
- Market size: Africa ecommerce about $40.49B in 2025, with potential to double to about $113B within 5 years (market-report definition cited by China’s Ministry of Commerce); about $75B by 2030.
- Source: https://amzdh.com/others/8748.html ; https://cm.mofcom.gov.cn/sqfb/art/2024/art_db6333cc46f24483b746d99474d78bb2.html
- Mobile-first + mobile-payments driven: Africa had more than 1 billion mobile-wallet accounts in 2024, with $1 trillion in transaction value (GSMA); mobile payments contribute about $190 billion to African GDP. This is the feature that most distinguishes African ecommerce from other regions.
- Source: https://allafrica.com/stories/202504160452.html ; https://capitalethiopia.com/2025/04/21/africa-leads-global-mobile-payments-contributing-190-billion-to-gdp/
- Core markets:
- Nigeria: B2C ecommerce over $20B by 2029 (another definition $16.7B by 2030); Jumia and Konga dominate. Source: https://www.globenewswire.com/news-release/2026/01/29/3228308/28124/en/Nigeria-B2C-Ecommerce-Report-2025-A-20-Billion-Market-by-2029-Size-Forecast-by-Value-and-Volume-Across-80-KPIs.html
- South Africa: 2025 online retail over R130B (about $7B+), ecommerce about 10% of retail; Takealot leads, with Amazon (South Africa site launched 2024), SHEIN, and Temu disrupting the market. Source: https://www.businessday.co.za/bd/economy/2025-09-11-sas-online-retail-sales-to-exceed-r130bn-in-2025-says-study/ ; https://techcabal.com/2025/09/11/south-africas-online-retail-boom-exceeds-7bn/
- Kenya: 2024 $2.6B (+12.9%); M-Pesa is the payment backbone; Jumia, Kilimall, etc. Source: https://finance.yahoo.com/news/kenya-ecommerce-market-databook-2024-074100422.html
7.4 Platforms
- Gulf: Amazon (.ae/.sa) and Noon as a duopoly; SHEIN and Temu expanding fast (DHL and EMX partnerships strengthening fulfillment).
- Source: https://www.logisticsmiddleeast.com/news/dhl-and-temu-expand-partnership-to-boost-e-commerce-growth ; https://www.logisticsmiddleeast.com/news/temu-expands-sea-shipping-and-pudo-services-in-uae-with-emx
- Pan-Africa: Jumia (NYSE: JMIA) FY2025 revenue about $190M (+13%), exited Algeria to focus on core markets; local platforms Takealot (South Africa), Kilimall (East Africa), and Konga (Nigeria) each hold their ground.
- Source: https://www.ecomcrew.com/jumias-fiscal-year-25-revenue-was-us190-million-a-year-on-year-increase-of-13/
- What to watch: low penetration (<5%) + high growth + a young population make MEA the region with the most room to imagine; constraints are last-mile logistics and payment inclusion (being filled rapidly by mobile payments).
Qበመካከለኛው ምስራቅ እና አፍሪካ ከፍተኛ 5 የኢኮሜርስ መድረኮች እነማን ናቸው፣ እንዴት ይደረጃሉ?
ባህረ ሰላጤው Noon vs Amazon duopoly ነው (ጂኤምቪን አይገልጽም፣ የጥራት ደረጃ)። Jumia የፓን አፍሪካ #1 ነው (ገቢው የተረጋገጠ); Takealot በደቡብ አፍሪካ ውስጥ የመጀመሪያ ትርፍ; Trendyol የቱርክ ሱፐር መተግበሪያ ነው (~40% ድርሻ); MEA ውሂብ ያልተሟላ ነው፣ ክፍተቶች ተጠቁመዋል።
ዘርጋ፦ የዋናው Top-5 ሪፖርት ክፍል (GMV / ገቢ / ተጠቃሚዎች / አቀማመጥ ሰንጠረዦች)
10. Middle East & Africa
Ranking basis: Gulf (Noon, Amazon) is a qualitative ranking (neither discloses GMV); Jumia and Takealot by disclosed revenue; Trendyol by second-hand estimate. MEA data is incomplete; gaps are marked [GAP].
10.1 Middle East
| Rank | Platform | Company | Key data | Positioning & strengths |
|---|---|---|---|---|
| 1 | Noon (noon.com/.sa) | Noon (Emaar + Alabbar; PIF-backed) | GMV/revenue not disclosed [GAP]; Dec 2025 raised $500M (PIF-backed); valuation about $10 billion; planned UAE/Saudi dual listing | Gulf local champion (UAE/KSA/Egypt); noon express logistics, noon fresh grocery, noon pay finance; "approaching profitability" |
| 2 | Amazon.ae / Amazon.sa | Amazon | Country GMV not disclosed [GAP] (rolled into International segment) | Former Souq conversion; one of the Gulf duopoly; influx of Chinese sellers |
| 3 | Jumia | Jumia Technologies (NYSE: JMIA) | FY2025 revenue $188.9M (+13%); losses cut 38% to ~$60.1M; Q4 +34% | Pan-Africa #1 (9+ countries); 2024–25 exited several countries to focus on core markets (Nigeria/Egypt/Morocco etc.); targeting quarterly breakeven in 2026 |
| 4 | Takealot | Naspers/Prosus | FY26 revenue >R16bn (about $1B); first full-year profit; H1 FY26 about $385M | South Africa #1; holding ground under siege from Amazon SA (launched 2024), SHEIN, Temu; logistics opened to third parties |
| 5 | Trendyol | Alibaba (majority stake) | Transaction value about $14B, about 40% of Turkey ecommerce (second-hand estimate, year unclear) | Turkey #1, fashion-led super app; expanding into Saudi/UAE/Eastern Europe; Alibaba sold 85% of Trendyol GO in Dec 2025 (about ¥5 billion) |
⚠️ Definition and gap notes: Noon and Amazon never disclose country GMV (ranking is a qualitative judgment); Trendyol $14B/40% is a second-hand estimate; Jumia FY25 GMV was not captured in this retrieval (revenue has been verified). The Gulf is a Noon vs Amazon duopoly (Saudi social-commerce reports likewise put these two first).
Sources: Noon financing/listing — https://www.wamda.com/2025/12/noon-raises-500-million-pif-backed-investors-ahead-potential-ipo ; Jumia FY25 — https://www.nasdaq.com/press-release/jumia-reports-fourth-quarter-and-full-year-2025-results-2026-02-10 ; Takealot first profit — https://cnbc.africa/2026/south-africas-takealot-swings-to-first-full-year-profit-as-revenue-tops-1-billion ; Trendyol — https://abc.az/en/news/201868 ; Saudi social-commerce report (R&M) — https://investor.wedbush.com/wedbush/article/bizwire-2025-11-12-saudi-arabia-social-commerce-business-intelligence-report-2025-market-led-by-amazon-noon-haraj-aliexpress-and-shein-
Qምን ማየት ይገባል?
- Noon ከ PIF ጋር የተገናኘ $500M ጭማሪ፣ ዋጋ ~$10B፣ በተባበሩት አረብ ኤምሬትስ/ሳውዲ አረቢያ ውስጥ ድርብ ዝርዝር ማቀድ አግኝቷል።
- Takealot የመጀመሪያውን የሙሉ አመት ትርፍ ከAmazon SA፣ SHEIN እና Temu ጥቃቱን አውጥቷል።
- አፍሪካ 2024 የሞባይል ቦርሳ ሂሳቦች ከ 1 ቢሊዮን በላይ አልፈዋል ፣ የግብይት መጠን $1T (GSMA) - የሞባይል-የመጀመሪያ + የሞባይል ክፍያዎች እድገትን አመጣ
- ቱርክ 2025 የኢኮሜርስ ግብይት መጠን $115.4B (+52%) -የMEA ትልቁ ነጠላ የኢኮሜርስ ገበያ; ግብፅ ከፍተኛ እድገት አላት።
- Alibaba በዲሴምበር 2025 85% የ Trendyol GO ተሸጧል (~¥5B)
Qቁልፍ ግንዛቤዎች ምንድን ናቸው?
- Noon እና Amazon አገር GMVን በጭራሽ አይገልጹም (ደረጃው ጥራት ያለው ነው)
- ቱርክ + ሳውዲ አረቢያ ~45% የ MEA ኢ-ኮሜርስ ሂሳብ ነው።
- ዝቅተኛ ዘልቆ መግባት (< 5%) + ከፍተኛ እድገት + ወጣት ስነ-ሕዝብ-MEA ለማደግ በጣም ብዙ ቦታ አለው; ገደቦች የመጨረሻ ማይል ሎጂስቲክስ እና የክፍያ ማካተት ናቸው።