EEC’s capital optimization plan to shore up financial position and sustain growth: CEO

Emaar The Economic City is the master developer of the King Abdullah Economic City. (Supplied)
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Updated 15 September 2024
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EEC’s capital optimization plan to shore up financial position and sustain growth: CEO

  • EEC will convert SR4 billion of debt into share capital

RIYADH: Saudi master developer Emaar The Economic City’s SR8.7 billion ($2.32 billion) capital optimization plan is a “strategic response” to its current financial challenges, according to its CEO.

Speaking to Arab News, Abdulaziz Al-Nowaiser emphasized that the initiative is designed to address severe financial issues, including a significant revenue drop and a substantial increase in net loss.

The plan will provide the company, 25 percent owned by PIF, with greater flexibility to invest in key projects and support its ongoing premium city operations.

Additionally, EEC will convert SR4 billion of debt into share capital. This move is designed to reduce leverage and interest expenses, enhancing financial stability.

EEC is the master developer of the King Abdullah Economic City, a 185-sq. km. development on the Red Sea coast, where over 100 multinational and Saudi companies have already established a home.




Abdulaziz Al-Nowaiser, chief executive of Emaar The Economic City. (Supplied)

“The capital optimization plan is holistic — it is designed to shore up our financial position while allowing us to continue to invest in key growth projects that we believe will support our return to sustainable shareholder value creation,” said Al-Nowaiser, who took charge of the company in May.

“Quarterly financial performance will be driven by our efforts to secure new contracts and attract businesses and project partners to KAEC, and this is what management is focused on,” he told Arab News.

Al-Nowaiser said that the company made very positive strides in business development during the first half of 2024 and expects to make further progress in the second half. He added that the company looks forward to updating the market in the coming months. “The capital optimization plan will achieve its full positive impact in the mid- to long-term.”

Strategic overhaul

The need for such a plan became evident after Saudi Exchange-listed EEC reported an 82 percent drop in revenue and a staggering 460 percent increase in net loss in the second quarter of 2024. This financial downturn has underscored the urgency for a strategic overhaul.

Al-Nowaiser, who holds a Master’s degree in Accounting from Case Western Reserve University in the US, emphasized that the plan is intended to support a turnaround in EEC’s financial performance through targeted initiatives.

“High/growing debt levels and elevated interest expense exacerbated some of the challenges EEC faced in the last few years resulting in growing accumulated losses,” Al-Nowaiser explained. “The need for a comprehensive capital restructuring and optimization plan became evident to ensure long-term sustainability and create a strong platform for future growth.”

Vision 2030

The plan aligns with Saudi Vision 2030, which seeks to diversify the economy and stimulate growth across various sectors. Al-Nowaiser emphasized that EEC’s strategy supports Vision 2030’s objectives by focusing on transforming KAEC into a major industrial, logistics, and tourism hub.

“The plan is meticulously linked with our long-term strategy, which is in turn closely aligned with the objectives of Vision 2030,” said Al-Nowaiser, who has around 22 years of experience in executive and advisory roles at other companies.




Above, the signing ceremony of the term sheet for EEC’s SR3.8 billion Shariah-compliant syndicated loan restructuring. (Supplied)

He mentioned that EEC is making its efforts to develop residential communities with diverse housing options and high-quality social infrastructure.

Additionally, the CEO said they are working on building a city that “we believe will become a premier tourism and entertainment destination by enhancing visitor services and hosting international events.”

Financial stability

A significant component of the plan is the SR3.8 billion debt restructuring, which involves syndication with banks. This restructuring aims to align repayment schedules with EEC’s investment and operational needs.

“This is very positive for our liquidity profile and balance sheet,” Al-Nowaiser explained, adding that the principal objective of the syndicated loan restructuring is to “re-align the repayment schedules for our bank debt facilities with our own investment plan and operational turnaround and liquidity profile.”

Regarding the conversion of SR4 billion of debt into share capital, the CEO said this represents a previous SR2.9 billion facility from the Ministry of Finance, along with a SR1.1 billion previously standing shareholder loan from PIF.

“The purpose of this debt conversion is to significantly de-leverage our balance sheet and reduce interest expense,” he said.

The plan also features a SR1 billion new shareholder facility from PIF. “The convertible shareholder loan from PIF plays an important role in bolstering our liquidity position and providing the necessary short- and medium-term funding for us to invest in critical and transformative growth projects, which are what will make our turnaround possible,” Al-Nowaiser said.

Another important aspect of the strategic financial restructuring is the planned capital decrease, aimed at stabilizing EEC’s balance sheet by eliminating accumulated losses.

“This is an important measure required for us to take in order to extinguish our accumulated losses and create a ‘clean slate’,” Al-Nowaiser stated. “It is important to note that the capital decrease will have no adverse impact on the operations of our business, but simply cleans up our balance sheet.”

Future prospects

Looking ahead, EEC is advancing several high-profile projects within KAEC. These include the King Abdullah Economic City Stadium, a 45,000-seat sports arena scheduled to open by 2032.

“As you will probably be aware, we’ve been growing our sports, entertainment, tourism and hospitality offerings extensively,” Al-Nowaiser said.

The stadium will be a multi-functional hub, including hotels, mixed-use areas, and sports clinics. It will host major events like the FIFA World Cup 2034 and contribute significantly to KAEC’s potential as a world-class sports, entertainment, and tourism destination.

“This builds on our track record for sporting venues, for example the city has been host to the Royal Greens international golf course since 2017, which has gained prominence and won multiple awards to become one of the most important golf courses, not just in the region, but rather globally,” he added.

EEC is also progressing with notable hospitality projects, including a waterfront resort in partnership with Vivienda, a luxury eco-friendly resort with Envi, and the Rixos at Emerald Shores project with FTG Development.

These projects will play a key role in enhancing KAEC’s profile and supporting its long-term growth objectives.

Strategic priorities

EEC’s strategic priorities also include real estate development and asset management. The company aims to attract and retain reputable developers and investors, execute an efficient master plan for KAEC, and improve the performance of its assets.

The developer will also be focusing on selective execution of signature projects, upgrading and monetizing current real estate inventory, and partnering with top operators to enhance asset performance.

The long-term goal for EEC is to achieve positive cash flows, invest in residential projects, and grow the asset management business to ensure sustainable performance.

The company is prioritizing the continued upgrade of KAEC’s utilities and infrastructure, creating a stable and efficient operating model for investors and residents.

With its strategic location along the Red Sea coast and proximity to King Abdullah Port, KAEC is well-positioned to attract businesses and support economic growth.

EEC’s commitment to Vision 2030 is evident in its efforts to contribute to national objectives, including economic diversification, job creation, and growth in non-oil sectors.

As the developer moves forward with its financial restructuring and strategic initiatives, the company remains dedicated to aligning its efforts with the broader goals of Vision 2030.

With a robust pipeline of projects and a clear focus on financial stability and growth, EEC is positioning itself for a successful future, contributing to the broader economic transformation of Saudi Arabia.

“By creating a strong financial footing, we are in a position to enable a ‘thriving economy’ built on diversification and growth – by developing KAEC as a major industrial and logistics hub, and leveraging our Special Economic Zone status to attract global and local businesses – thereby supporting non-oil revenue growth,” Al-Nowaiser said.


Wake up and smell the climate crisis: coffee prices set to increase in 2025

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Wake up and smell the climate crisis: coffee prices set to increase in 2025

  • Price rises come as the global coffee industry battled a perfect storm of challenges, with climate change, supply chain disruptions, and global market forces all having an impactThe price rises came as the global coffee industry battled a perfect stor

RIYADH: It is the caffeine, not the cost, of a morning coffee that is supposed to help you shake off any lingering sleepiness, but the world’s wake-up drink of choice is set to get more expensive in 2025.

December saw the cost of Arabica beans hit a record high on the global commodities market, while Robusta prices nearly doubled in 2024, reaching $5,694 a tonne by late November.

The price rises came as the global coffee industry battled a perfect storm of challenges, with climate change, supply chain disruptions, and global market forces all having an impact.

It is against this backdrop that Saudi Arabia is looking to expand its involvement in the sector, with the Middle East consuming more than its fair share of the product.

The International Coffee Organization estimated that 6.3 million 60-kg bags of coffee were drunk in the Middle East in the year 2022/23 – 3.6 percent of the world’s consumption.

“The region’s population is 196 million, or 2.6 percent of the world’s population. The region is consuming above its share,” the organization noted.

Dock No, statistical coordinator with the Secretariat of the ICO, highlighted that Saudi Arabia became the second country in the Middle East to become a member of the International Coffee Organization, when the country signed the International Coffee Agreement in February.

“The coffee sector in Saudi Arabia is growing fast and is an important part of our plans for the future and the change we wish to bring to our country as it contributes to diversifying the national economy,” No said.

The coffee organization highlighted the Saudi Coffee Co., a new venture launched by the Kingdom’s Public Investment Fund. With a $319 million investment over 10 years, the company aims to significantly expand Saudi Arabia’s coffee production from 300 tonnes annually to 2,500 tonnes.

This growth will be driven by a focus on sustainability throughout the coffee supply chain, from production to distribution and marketing.

“Varieties are a key tool for any agricultural system, and improved varieties will contribute to productive climate resilient coffee systems in Saudi Arabia, just like anywhere else,” Long said.

A global challenge

Andrew Hetzel, a coffee and high-value agriculture specialist, told Arab News that climate change, particularly prolonged droughts and unpredictable weather patterns, is directly affecting bean crops.

Brazil, which primarily produces arabica, and Vietnam, which is the largest robusta producer, are experiencing unseasonably dry weather, leading to lower yields and quality for the 2024/25 season.

The South American country is also the second-largest robusta producer, and has faced crop yield losses due to unusually dry weather in key growing regions. No also noted the country’s vulnerability to past extreme events like the frost of July 2021 that affected its crop​.

Hetzel said: “Brazil is the most sophisticated agribusiness producer of coffee as a nation, but even they do not irrigate all of their fields.”

CEO of World Coffee Research, Jennifer Vern Long emphasized in an interview with Arab News the urgency of increasing coffee productivity globally to meet growing demand.

She said: “Improving productivity doesn’t just ensure the supply of coffee can keep up with demand, it also decreases carbon emissions from coffee farming.”

Long further explained that current investments in coffee agricultural R&D, which stand at only $115 million per year, are far too low for a sector with such global significance.

This surge in robusta prices is driven by a mix of climate-related challenges, geopolitical issues, and tightening supply chains.

In Vietnam production is expected to fall by 10 percent for the 2023/24 season, and the ICO’s No told Arab News that Vietnam’s local markets have reported domestic stocks running low.

Adding to these pressures is the disruption of key global trade routes. The Red Sea crisis has heavily impacted shipping, particularly for exports from Vietnam and Indonesia to Europe.

Roasters are now grappling with longer shipping times and higher costs due to rising insurance premiums and intense competition for container space.

As a result, robusta inventories are plummeting. By January 2024, certified robusta stocks had dropped to 0.48 million 60-kg bags, a sharp 15.4 percent decline on the previous month, according to a report by the ICO.

The ICO’s coordinator explained that coffee stocks in Europe have fallen by almost half since 2021, reducing from 15.5 million 60-kg bags to 8.7 million​.

Hetzel said some coffee prices are still being impacted from the COVID-19 pandemic, pointing to its effects on transport costs. “The cost of ocean freight from Indonesia to North America quadrupled as exporters fought for empty containers and ship bookings. Container shortages persist today,” he said.

No added that shipping disruptions through the Suez and Panama canals in the past 12 months have only exacerbated these logistical issues, forcing coffee exporters to take longer routes, which added to the cost.

Though green coffee bean exports saw a 12.6 percent increase in December 2023 compared to the previous year, this short-term boost is unlikely to ease the growing strain on supply.

Innovation needed to address coffee’s sustainability crisis

A recent report by World Coffee Research set out how the sector faces an innovation crisis that requires urgent attention, particularly in the wake of climate change.

The organization’s CEO explained that a significant increase in global investment — around $452 million per year — is required over the next decade to meet rising demand while mitigating climate-related yield losses.

The report emphasized that climate change is reducing coffee origin diversity and endangering smallholder production. This, combined with rising demand, could further destabilize the industry if not addressed.

Hetzel also underscored the vulnerability of smallholder farmers, particularly in developing regions. “The vast majority of coffee production is in fragile states that are highly susceptible to climate change,” he said, adding that many smallholder farmers are likely to be severely impacted by economic losses, leading to food insecurity, conflict, and out-migration.

How climate change will continue to drive up prices

Compounding these issues is the broader impact of climate change. The recent declaration of an El Nino weather event by the US Climate Prediction Center is expected to bring more drought to Vietnam and excessive rains to Brazil, further threatening coffee production.

Meanwhile, the war in Ukraine has driven up fertilizer prices and energy costs, adding to the financial burden on coffee growers and roasters alike. As Hetzel noted: “The war in Ukraine has increased energy costs downstream from the farm – transportation, roasting, and distribution costs have all risen.”

No also highlighted the broader effects of inflation and rising input costs on coffee producers, particularly those in the Americas dealing with seasonal labor shortages​.

According to the WCR report, increased global investment is essential to ensure the long-term viability of coffee producers. Long warned that without action, the industry will continue to experience supply constraints and rising prices.

For the global coffee industry, navigating this turbulent environment requires vigilance and greater investment in innovation. As supply constraints and climate events continue to unfold, traders, roasters, and consumers alike are bracing for what could be a prolonged period of high coffee prices.


Saudi Arabia emerging as global cybersecurity guardian: digital experts

Updated 20 December 2024
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Saudi Arabia emerging as global cybersecurity guardian: digital experts

RIYADH: From protecting its growing digital infrastructure to exporting cybersecurity technologies and expertise, Saudi Arabia is emerging as a key player in addressing global cyber threats.

The Kingdom has made significant strides in developing its technology infrastructure, a key pillar of its Vision 2030 initiative aimed at diversifying the economy beyond oil.

This digital transformation has been accompanied by a comprehensive approach to online safety – including the adoption of the National Cybersecurity Strategy, which focuses on creating a secure digital landscape that supports rapid technological advancements.

“The growth of Saudi Arabia’s tech infrastructure has substantially enhanced its cybersecurity capabilities,” Sohil Mohamed, director, cyber risk advisory lead at Alvarez & Marsal told Arab News.

He praised the National Cybersecurity Strategy,  saying that it prioritizes resilience, secure digital landscapes, and trust.

This strategic approach ensures that Saudi Arabia’s technological growth is supported by adaptive risk management and dynamic defense mechanisms.

In addition to the government’s efforts, the private sector has also played a critical role in building a secure digital ecosystem.

The expanding cybersecurity market in Saudi Arabia

As one of the fastest-growing markets in the Middle East, Saudi Arabia’s cybersecurity sector is valued at approximately SR13.3 billion.

This rapidly expanding market offers substantial opportunities for public-private partnerships, particularly in developing advanced cybersecurity solutions and creating new business models for commercial involvement.

Additionally, the Saudi government’s focus on digital transformation and cybersecurity has opened new avenues for investment.

“Key areas of focus include the development of advanced cybersecurity solutions, engagement in public-private partnerships, and contributions to national initiatives such as the Cybersecurity Catalyst Program spearheaded by the National Cybersecurity Authority,” Mohamed said.

These initiatives are driving a collaborative effort between the public and private sectors to strengthen the Kingdom’s cyber resilience.

Saudi Arabia’s investment in the sector also positions it as a key player in the global cybersecurity market.

The government has partnered with international organizations and cybersecurity firms to enhance its capabilities and bolster the country’s readiness to handle large-scale cyber threats.

This proactive stance is evident in Saudi Arabia’s role as host of major events, such as the Global Cybersecurity Forum, which brings together industry leaders.

Sohil Mohamed, director, cyber risk advisory lead at Alvarez & Marsal. Supplied

Protecting national infrastructure – a key priority

Critical Information Infrastructure Protection has become a top priority for Saudi Arabia as it seeks to secure vital sectors, such as energy, finance, and transportation, from cyber threats.

The Kingdom has experienced several high-profile cyberattacks, most notably the Shamoon attack in 2012, which targeted Saudi Aramco, one of the world’s largest energy companies.

This incident underscored the importance of building robust cybersecurity measures to protect national assets.

Saudi corporations are increasingly focused on quantifying the economic impact of potential cyberattacks, particularly in industries that form the backbone of the national economy.

“Saudi corporations are progressively implementing sophisticated risk assessment tools and methodologies to quantify the economic impact of cyber threats,” Mohamed said.

He explained that this includes evaluating potential financial losses, operational disruptions, and reputational damage from cyber incidents.

Additionally, cyber insurance is becoming a critical tool for mitigating risks. This provides financial protection against potential cyberattacks and promotes the adoption of best practices across industries.

The growing reliance on cyber insurance reflects the increased awareness among Saudi businesses of the importance of proactive cybersecurity measures.

Exporting cybersecurity expertise and technology

Saudi Arabia’s progress in cybersecurity is not only benefitting the Kingdom but also positioning it as a global leader capable of exporting expertise and technologies.

The National Cybersecurity Authority has been instrumental in fostering international collaborations and creating platforms for knowledge sharing.

Initiatives such as the National Cybersecurity Academy provide advanced training to professionals, equipping them with the skills needed to address both domestic and international challenges.

Alvarez & Marsal’s Mohamed said: “By leveraging its robust cybersecurity frameworks and strategic partnerships, Saudi Arabia can offer tailored cybersecurity services and solutions to other regions. Initiatives such as the National Cybersecurity Academy by the NCA.”

This capacity for exporting cybersecurity solutions will allow Saudi Arabia to play a critical role in addressing global online threats.

Moreover, the Kingdom’s strategic location and status as a regional economic hub make it a key player in cybersecurity across the Middle East and North Africa region.

Saudi Arabia is increasingly seen as a model for other countries seeking to enhance their cybersecurity frameworks. Its experience in managing threats and building resilient digital infrastructure has positioned it as a leader in this space.

The Kingdom’s efforts to protect its critical infrastructure are seen not just as a defensive necessity but also as a key pillar in positioning the Kingdom as a leader in global cybersecurity. Vision 2030 has been a central driver of this transformation.

Events such as the Global Cybersecurity Forum have cemented Saudi Arabia’s leadership position. File

Samer Omar, cybersecurity and digital trust leader at PwC Middle East, highlighted to Arab News how the Kingdom’s digital growth has shaped its cybersecurity strategy.

“Saudi Arabia has achieved fourth place globally in the digital services index, first regionally, and second among G20 nations. The rapid advance in technology has increased the digital ecosystem in Saudi Arabia, which in turn has further increased its exposure to cyber-attacks,” Omar said.

He added: “In response, the Kingdom has successfully orchestrated a combination of regulations, investments, and awareness which has propelled most sectors to adopt a proactive security by design approach.”

This proactive approach allowed Saudi Arabia to secure the highest ranking possible in the UN Global Cybersecurity Index 2024, a reflection of the Kingdom’s investment in a secure digital future.

Omar pointed out that Vision 2030 has accelerated the investment in human capital to build critical national capability and aid nationals in attaining key cybersecurity skills and certifications.

He also emphasized the vital role Vision 2030 plays in safeguarding the Kingdom’s critical sectors, particularly energy, finance, and smart cities, which are integral to the nation’s economy.

“Saudi Arabia faces compelling challenges in these critical sectors due to the complex infrastructure, creating a potentially vulnerable and vast attack surface for adversaries,” Omar said.

Omar noted Saudi Arabia’s determination to not only secure its own digital landscape but also position itself as a cybersecurity leader on the global stage.

This leadership is exemplified by initiatives like the Global Cybersecurity Forum, which Omar describes as “a unique ecosystem and platform that is actively engaging with leading bodies such as the World Economic Forum,” thus shaping the future of cybersecurity well beyond the Kingdom.

Addressing the cybersecurity talent gap

Saudi Arabia has been proactively addressing the shortage of cybersecurity talent by heavily investing in capacity-building programs supported by both public and private sectors.

“There are an estimated 19,600 Saudi cybersecurity professionals with 32 percent of them being female,” Omar said.

He continued: “In addition, most major universities have cybersecurity education and training including Capture The Flag competitions, and all the major cybersecurity technology vendors provide training on their products and services.”

These efforts are integral to the country’s broader vision of strengthening its digital infrastructure under Vision 2030.

A secure future

According to Omar, the cybersecurity industry in Saudi Arabia is projected to experience significant growth in the coming years, driven by the Kingdom’s Vision 2030 initiative and robust regulatory frameworks.

“NCA released a report this year that estimates the size of the cybersecurity market to be SR13.3 billion with 31 percent of the spending from the public sector and the remaining 69 percent from the private sector,” he said.

Omar went on to say: “Some analysts estimate the cybersecurity CAGR to be between 11 percent to 13 percent.”

This is due to Vision 2030, which serves as a catalyst for developing the digital ecosystem, Omar explained, emphasizing the strategic role of the initiative in shaping the country’s cyber transformation.


Pakistan announces tariff cuts on imports under Azerbaijan trade deal

Updated 20 December 2024
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Pakistan announces tariff cuts on imports under Azerbaijan trade deal

  • Imports from Azerbaijan exempted from all kinds of customs and regulatory duties from Dec. 16
  • Pakistan and Azerbaijan signed trade agreement in July during President Aliyev’s visit to Islamabad

KARACHI: Pakistan’s Federal Board of Revenue (FBR) has waived off customs and regulatory duties on imports from Azerbaijan under the Pakistan-Azerbaijan Preferential Trade Agreement, the finance ministry said in a notification this month.

During Azerbaijan President Ilham Aliyev’s two-day visit to Pakistan in July, both nations agreed to enhance the volume of bilateral trade to $2 billion, vowing to strengthen ties and increase cooperation in mutually beneficial economic projects. They also signed the Pakistan-Azerbaijan Preferential Trade Agreement to boost economic cooperation through the reduction of tariffs on goods like Pakistani sports equipment, leather, and pharmaceuticals as well as Azerbaijani oil and gas products.

“The federal government is pleased to exempt with effect from Dec. 16, 2024, the import into Pakistan from Azerbaijan of the goods specified,” the finance ministry said in a notification. adding that imports from Azerbaijan would be exempted from all kinds of tariffs including customs duty, additional customs duty and regulatory duty. 

“Provided that where the rates of customs duty, additional customs duty, and regulatory duty [...] are higher than specified rates, the lower rates [...] shall apply,” it added.

The tariff concessions cover items including shelled hazelnuts or filberts, apricots, vegetable saps and extracts, non-stemmed tobacco, polyethylene, propylene copolymers, casing, tubing, drill pipes and refined copper wire with a maximum cross-sectional dimension exceeding 6 mm.

In recent weeks, there has been a flurry of visits, investment talks and economic activity between officials from Pakistan and the Central Asian nations as well as other transcontinental and landlocked countries like Azerbaijan as Islamabad seeks to consolidate the South Asian nation’s role as a pivotal trade and transit hub.


Oil Updates – crude falls on demand growth concerns, robust dollar

Updated 20 December 2024
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Oil Updates – crude falls on demand growth concerns, robust dollar

LONDON, Dec 20 : Oil prices fell on Friday on worries about demand growth in 2025, especially in top crude importer China, putting global oil benchmarks on track to end the week down more than 3 percent.

Brent crude futures fell by 32 cents, or 0.4 percent, to $72.56 a barrel by 4:09 p.m. Saudi time. US West Texas Intermediate crude futures also eased 32 cents, or 0.5 percent, to $69.06 per barrel.

Chinese state-owned refiner Sinopec said in its annual energy outlook released on Thursday that China’s crude imports could peak as soon as 2025 and the country’s oil consumption would peak by 2027 as diesel and gasoline demand weaken.

“Benchmark crude prices are in a prolonged consolidation phase as the market heads toward the year-end weighed by uncertainty in oil demand growth,” said Emril Jamil, senior research specialist at LSEG.

He added that OPEC+ would require supply discipline to perk up prices and soothe jittery market nerves over continuous revisions of its demand growth outlook. The Organization of the Petroleum Exporting Countries and allies, together called OPEC+, recently cut its growth forecast for 2024 global oil demand for a fifth straight month.

JPMorgan sees the oil market moving from balance in 2024 to a surplus of 1.2 million barrels per day in 2025, as the bank forecasts non-OPEC+ supply increasing by 1.8 million bpd in 2025 and OPEC output remaining at current levels.

Meanwhile, the dollar’s climb to near a two-year high also weighed on oil prices, after the US Federal Reserve flagged it would be cautious about cutting interest rates in 2025.

A stronger dollar makes oil more expensive for holders of other currencies, while a slower pace of rate cuts could dampen economic growth and trim oil demand.

US President-elect Donald Trump said on Friday that the EU may face tariffs if the bloc does not cut its growing deficit with the US by making large oil and gas trades with the world’s largest economy.

In a move that could pare supply, G7 countries are considering ways to tighten the price cap on Russian oil, such as with an outright ban or by lowering the price threshold, Bloomberg reported on Thursday.

Russia has circumvented the $60 per barrel cap imposed in 2022 using its “shadow fleet” of ships, which the EU and UK have targeted with further sanctions in recent days. 


Saudi Arabia drives MENA e-commerce growth during festive season: report

Updated 19 December 2024
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Saudi Arabia drives MENA e-commerce growth during festive season: report

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.