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Middle East and Africa E-Commerce Apparel Market Size (2024 - 2029)

The Middle East and Africa e-commerce apparel market is experiencing significant growth, driven by a young population and the advantages of digital commerce over traditional retail. E-commerce platforms offer a wide range of products, competitive pricing, and convenient services, which are attracting many retailers to shift from physical stores to online sales. This shift is further supported by promotional events like Dubai's Great Online Sale, which boost online shopping. The market's expansion is also marked by the entry of new players seeking to capitalize on its growth potential, with local brands gaining prominence in the digital retail space.

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Market Size of Middle East and Africa E-Commerce Apparel Industry

Middle East and Africa E-Commerce Apparel Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 8.72 %
Market Concentration Low

Major Players

Middle East and Africa E-Commerce Apparel Market Major Players

*Disclaimer: Major Players sorted in no particular order

Middle East and Africa E-Commerce Apparel Market Analysis

The Middle East and Africa e-commerce apparel market was valued at USD 13,492.95 million for the current year and is projected to register a CAGR of 8.72% over the next five years.

  • Fueled by an overwhelmingly young population, the e-commerce apparel retail market is among the fastest growing in the region. E-commerce addresses the inherent disadvantages of brick-and-mortar retail and taps into the benefits of digital commerce. Benefits include a large product assortment (free from physical space restrictions), tailored product offering, competitive and transparent pricing, fast and flexible delivery, and convenient after-sales service (such as returning or exchanging services provided promptly and without cost). As the apparel market is highly competitive, many players have been opting to sell their products via e-commerce platforms to cut different costs associated with physical stores, line maintenance costs, rents, and others. For instance, in January 2022, Kayfi, a brand that positions itself as a modern and transformative fashion player in the market, launched its e-commerce store in Saudi Arabia. The brand offers products including abayas, kaftans, dresses, tops, jumpsuits, trousers, jackets, and skirts.
  • Another primary factor boosting sales through online channels is their discount offers. For instance, Dubai announced the launch of its first Great Online Sale on e-commerce platforms. Red Carpet, Mom Store, Centrepoint, Puma, NAMSHI, and many other e-stores and e-commerce took part in this new addition to Dubai's yearly Retail Festival Calendar. Additionally, owing to the growth potential of the e-commerce apparel retail space, new players have been entering the market studied.
  • For example, British fashion retailer PrettyLittleThing entered the market studied with the launch of an Arabic website in the Kingdom to cater to its growth. In the Middle East, the busiest search period in the year is the week of Eid Al Fitr (right after Ramadan), when people shop online and offline for clothing to mark the end of Ramadan. E-commerce also predominantly supports local brands in Saudi Arabia's fashion market. Local family-owned businesses, including Alhokair, Alshaya, Al Tayer, Azadea, Chalhoub, Rubaiyat, and Saudi JawahirTrading, among others, are the lynchpins of the local scene and are currently playing an important role in increasingly digital retail presence.

Middle East and Africa E-Commerce Apparel Industry Segmentation

E-commerce apparel refers to the buying and selling of fashion and apparel products online, specifically through e-commerce platforms. 

The Middle East and Africa e-commerce apparel market is segmented by product type, end-user, platform type, and geography. Based on product type, the market is segmented into formal wear, casual wear, sportswear, night dress, and other types. By end user, the market is segmented into men, women, and kids/children. The market is segmented by platform type into third-party retailers and the company's own website. The study also covers the regional-level analysis of the major countries, including Saudi Arabia, South Africa, and the Rest of the Middle East and Africa. 

The market sizing has been done in value terms in USD for all the abovementioned segments.

Product Type
Formal Wear
Casual Wear
Sportswear
Nightwear
Other Types
End User
Men
Women
Kids/Children
Platform Type
Third Party Retailer
Company's Own Website
Geography
Saudi Arabia
South Africa
Rest of Middle East & Africa
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Middle East and Africa E-Commerce Apparel Market Size Summary

The Middle East and Africa e-commerce apparel market is experiencing rapid growth, driven by a young and tech-savvy population that increasingly prefers online shopping over traditional retail. The digital commerce landscape offers numerous advantages, such as a vast product range, personalized offerings, competitive pricing, and convenient delivery and after-sales services. This shift is further supported by strong internet penetration and the widespread use of social media, which have heightened consumer awareness of fashion trends and facilitated targeted advertising. The market is characterized by the entry of new players and the expansion of existing brands into the region, with local and international companies leveraging e-commerce platforms to enhance their market presence and reach.

Saudi Arabia stands out as the fastest-growing region within this market, fueled by economic growth, urbanization, and increased purchasing power. The preference for e-commerce is bolstered by the ease of access and attractive discount offers compared to physical stores. Key players are focusing on strategic partnerships, technological innovations, and omnichannel distribution to strengthen their foothold. The market is fragmented, with major companies like INDITEX, Adidas, Kering Group, Landmark Group, and H&M actively investing in research, development, and marketing to maintain their competitive edge. Collaborative efforts, such as partnerships with local distributors and influencers, are also playing a crucial role in driving market expansion and enhancing brand visibility.

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Middle East and Africa E-Commerce Apparel Market Size - Table of Contents

  1. 1. MARKET DYNAMICS

    1. 1.1 Market Drivers

      1. 1.1.1 Rising Internet Penetration and Increased Social Media Usage Boosting the Market

      2. 1.1.2 Seasonal Demand Surge & Discounts in Online Stores Driving the Market

    2. 1.2 Market Restraints

      1. 1.2.1 Availability of Counterfeit Products Restricting the Market Growth

    3. 1.3 Porter's Five Forces Analysis

      1. 1.3.1 Threat of New Entrants

      2. 1.3.2 Bargaining Power of Buyers/Consumers

      3. 1.3.3 Bargaining Power of Suppliers

      4. 1.3.4 Threat of Substitute Products

      5. 1.3.5 Intensity of Competitive Rivalry

  2. 2. MARKET SEGMENTATION

    1. 2.1 Product Type

      1. 2.1.1 Formal Wear

      2. 2.1.2 Casual Wear

      3. 2.1.3 Sportswear

      4. 2.1.4 Nightwear

      5. 2.1.5 Other Types

    2. 2.2 End User

      1. 2.2.1 Men

      2. 2.2.2 Women

      3. 2.2.3 Kids/Children

    3. 2.3 Platform Type

      1. 2.3.1 Third Party Retailer

      2. 2.3.2 Company's Own Website

    4. 2.4 Geography

      1. 2.4.1 Saudi Arabia

      2. 2.4.2 South Africa

      3. 2.4.3 Rest of Middle East & Africa

Middle East and Africa E-Commerce Apparel Market Size FAQs

The Middle East and Africa E-Commerce Apparel Market is projected to register a CAGR of 8.72% during the forecast period (2024-2029)

Industria de Diseño Textil, S.A. (INDITEX), Adidas AG, Landmark Group, H & M Hennes & Mauritz AB and Kering Group are the major companies operating in the Middle East and Africa E-Commerce Apparel Market.

Middle East and Africa E-Commerce Apparel Market Report Snapshots

Middle East and Africa E-Commerce Apparel Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)