RIYADH: Saudi Arabia played a pivotal role in driving a 44 percent increase in e-commerce orders across the Middle East and North Africa region during the 2024 festive season, according to a joint study by Flowwow and Admitad.

The surge was fueled by trends in mobile shopping, cultural celebrations, and gifting. Saudi Arabia led the way in mobile commerce adoption, with 62 percent of online purchases made via mobile devices.

The report also highlighted significant growth in the broader MENA e-commerce market, which is expected to reach $50 billion by 2025. During the holiday season, this market experienced a substantial uptick in activity.

Flowwow, a UAE-based gifting marketplace, reported a 62 percent rise in purchases, an 86 percent increase in sales turnover, and a 15.76 percent increase in average order value compared to the previous year.

Slava Bogdan, CEO of Flowwow, said: “The festive season is one of the peak shopping periods for Flowwow gifting marketplace. It’s a time when our customers focus on celebrating and sharing joy through thoughtful gifts for their loved ones.”

He continued: “Starting with White Friday in November and continuing through the Christmas and New Year festivities, this period represents a critical shopping time in the GCC region, especially with the growing expat population.”

According to the study, November emerged as the busiest month for e-commerce, driven by Black Friday sales and preparations for Christmas and New Year. Ramadan in March and International Women’s Day in January also contributed to sales growth, with increases of 11 percent and 14 percent, respectively.

Across the region, the average order value rose from $30 in 2023 to $36 in 2024, reflecting a shift toward higher spending on quality items.

The report further revealed that mobile commerce accounted for 44.6 percent of all orders in the region in 2024. Following Saudi Arabia’s lead, the UAE recorded 60 percent adoption, Bahrain had 59 percent, and Oman followed with 58 percent. Kuwait and Qatar also saw strong mobile commerce uptake at 57 percent and 54 percent, respectively.

Marketplaces continued to dominate, contributing to 67 percent of total sales. Key product categories included electronics, fashion, and home and garden, while high-value items like furniture and jewelry drove higher AOVs.

“This year’s surge in e-commerce activity demonstrates the evolving shopping habits in the MENA region, where mobile-first experiences and marketplace-driven sales have become the backbone of consumer behavior. Our data highlights how businesses can leverage these trends to optimize their strategies and grow significantly during peak seasons,” said Anna Gidirim, CEO of Admitad.

Among the countries in the region, Kuwait recorded the highest average order value at $127, followed by the UAE at $102, Egypt at $74, Saudi Arabia at $52, and Qatar at $50.

Pakistan saw the largest sales growth at 28 percent, with notable increases in Kuwait at 17 percent and Saudi Arabia at 8 percent, according to the survey data.

The report emphasized the importance of cultural celebrations in shaping consumer behavior and underscored the growing role of mobile commerce and marketplaces in the region’s e-commerce landscape.

RIYADH: NEOM has entered into a joint venture agreement with Samsung C&T Corp. to advance the development and deployment of construction automation technology in Saudi Arabia.

This strategic partnership will unlock an initial investment exceeding SR1.3 billion ($350 million) in construction robotics. The agreement comes just a week after NEOM signed a separate deal with GMT Robotics to fast-track the delivery of its ambitious projects.

According to the statement, the collaboration with Samsung C&T will focus on automating rebar cage assembly using advanced robotic welding and tying techniques. This innovation aims to enable the creation of large, pre-manufactured reinforcement cages, a key component in construction.

Rebar cages are critical tension devices used in concrete to form reinforced structures, providing strength to infrastructure projects. “Sustainability is a core principle at NEOM, driving not only what we build but how we build it. By automating labor-intensive processes through robotics, we are pushing the boundaries of construction innovation,” said Majid Mufti, CEO of the NEOM Investment Fund.

The automated rebar assembly technology is expected to reduce manual labor by up to 80 percent, minimize material waste, enhance safety and quality, and lower rebar cage assembly costs by up to 40 percent.

NEOM also emphasized that the agreement would establish rebar cage assembly factories in the region, creating over 2,000 skilled local jobs. This move is crucial to meet the extensive construction needs for THE LINE and other key developments within NEOM.

“Developing an advanced industrial manufacturing economy at NEOM is a significant step in accelerating modern construction methods across our flagship projects,” said Bandar Ashrour, sector head of design and construction at NEOM.

“This agreement will not only boost local talent but also align with Saudi Arabia’s vision to transform the Kingdom into a leader in advanced industries, ensuring long-term economic resilience and global competitiveness.”

NEOM’s partnership with Samsung C&T marks a pivotal moment in the ongoing development of the giga-project, positioning it as a leader in advancing construction technologies.

The JV will help NEOM leverage emerging technologies and forge strategic collaborations with industry giants to revolutionize construction practices in the region. “Together, we aim to revolutionize the construction industry by incorporating cutting-edge robotics and automation solutions, which will redefine how projects within NEOM are delivered,” said Hojin Jung, president and head of corporate new business at Samsung C&T Corp.

This joint venture underscores NEOM’s commitment to transforming the construction sector and highlights its role as a frontrunner in integrating innovative technologies within large-scale infrastructure projects.