Region Deep-Dive
Близкият изток и Африка
Основни езици в този регион: العربية · English · Français · Türkçe · हिन्दी
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QКолко голям е пазарът на електронна търговия Близкият изток и Африка и как расте?
MEA проникване <5%; MEA 2026–31 CAGR 13,85% (над $338 млрд. до 2031 г.); B2C в Близкия изток надхвърля $202 млрд. до 2029 г.; Африка 2025 ~ $40,49 милиарда; Турция 2025 обем на транзакцията $115,4 милиарда (+52%)
20%+ (много държави); MENA 2024 растеж ~30% (водещи ОАЕ и Саудитска Арабия)
Разгъни: оригинален раздел от глобалния доклад (детайли по държави/подпазари и източници)
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).
QКои са Топ 5 платформи за електронна търговия в Близкият изток и Африка и как са класирани?
Заливът е дуопол Noon срещу Amazon (нито един не разкрива GMV; качествено класиране); Jumia е Пан-Африка #1 (проверени приходи); Takealot първа печалба в Южна Африка; Trendyol е супер приложението на Турция (~40% дял); Данните за MEA са непълни, пропуските са отбелязани.
Разгъни: оригинален раздел от доклада Top-5 (таблици GMV / приходи / потребители / позициониране)
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-
QКакво си струва да се следи?
- Noon получи свързано с PIF повишение от $500 млн., оценка ~$10 млрд., планиране на двойно листване в ОАЕ/Саудитска Арабия
- Takealot публикува първата си печалба за цялата година под атака от Amazon SA, SHEIN и Temu
- Сметките за мобилни портфейли в Африка през 2024 г. надхвърлиха 1 милиард, обем на транзакциите $1T (GSMA) – мобилните на първо място + мобилните плащания стимулират растежа
- Обем на транзакциите за електронна търговия в Турция през 2025 г. $115,4 милиарда (+52%)—най-големият единичен пазар за електронна търговия в MEA; Египет има най-висок растеж
- Alibaba продаде 85% от Trendyol GO през декември 2025 г. (~5 милиарда йени)
QКои са ключовите прозрения?
- Noon и Amazon никога не разкриват GMV на държавата (класирането е качествено)
- Турция + Саудитска Арабия представляват ~45% от електронната търговия на MEA
- Ниско проникване (<5%) + висок растеж + млади демографски данни — MEA има най-много място за растеж; ограниченията са логистиката на последната миля и включването на плащанията
QОткъде идват тези доказателства?
Изходни изследователски документи за този регион (с пълни URL на източници):