全球電子商務與支付概況（2025）：第四卷：人工智慧時代的中東數位商務與支付

行動優先零售、數位錢包成長與人工智慧投資將在2025年重塑中東商業市場

中東線上零售與行動優先購物加速發展

該地區每週線上購物量持續成長，進一步強化了行動優先的消費習慣。在沙烏地阿拉伯，2023年超過一半的網路使用者每週都會進行線上購物，凸顯了其高度的數位化滲透率。季節性需求進一步推動了這一增長，阿聯酋在2024年齋月期間的平均線上訂單金額位居該地區之首。

隨著數位錢包和行動商務的擴展，數位支付勢頭強勁。

隨著消費者轉向基於應用程式的交易，數位支付的使用量正在迅速增長。 預計到 2023 年，數位錢包將佔中東和北非地區線上消費的五分之一，到 2025 年，行動商務將佔線上交易的 70%。無現金支付在阿聯酋和伊朗等市場已廣泛普及。

海灣合作委員會 (GCC) 國家正在推動人工智慧 (AI) 投資和企業應用。

在海灣國家策略的支持下，商業和金融服務領域的人工智慧應用正在不斷擴展。企業越來越多地使用生成式人工智慧進行自動化、分析、詐欺偵測和物流管理。企業準備程度、技能和治理方面的差異仍然影響著人工智慧應用的速度。

本報告分析了中東地區的數位商務和支付趨勢，概述了該地區及各國的 B2C 電子商務、市場規模、預測、消費者線上購物態度和行為、數位支付額、消費者偏好、人工智慧應用趨勢以及 B2B 交易趨勢。

目錄

第一章：要點總結

• 管理概要
• 中東：B2C 電子商務與支付概覽
• 中東市場規模與區域成長趨勢
  • 中東和北非：B2C 電子商務市場概況和趨勢
  • 中東和北非：B2C 電子商務市場規模與預測
  • 中東和北非：齋戒月期間各國訂單價值成長情況
  • 中東和北非：齋戒月期間各產品類別線上購買量成長情況
  • 沙烏地阿拉伯和阿聯酋：齋戒月期間的線上購物情況
  • 沙烏地阿拉伯和阿聯酋：齋戒月期間每週或每日線上購物情況
  • 沙烏地阿拉伯和阿聯酋：計畫增加齋戒月期間的線上購物頻率
  • 沙烏地阿拉伯和阿聯酋：計畫增加齋戒月期間減少實體店購物頻率
• 中東主要電商市場
  • 沙烏地阿拉伯
  • 沙烏地阿拉伯：B2C 電商市場概況及趨勢
  • 沙烏地阿拉伯：B2C 電商佔零售總額的百分比及預測
  • 沙烏地阿拉伯：B2C 電商佔整體電商的百分比
  • 沙烏地阿拉伯：千禧世代 B2C 電商銷售額佔電商總額的佔有率及預測
  • 沙烏地阿拉伯：使用手機或網路購物的成年人比例
  • 沙烏地阿拉伯：2023 年第三季 B2C 電商活動
  • 沙烏地阿拉伯：線上購物的五大推動因素
  • 沙烏地阿拉伯：頂級 B2C 電商網站
  • 沙烏地阿拉伯：截至 2024 年 2 月的頂級 B2C 電商網站
  • 沙烏地阿拉伯：蘋果應用商店和谷歌應用商店十大免費行動購物應用
  • 阿聯酋
  • 阿聯酋：B2C 電子商務營收及預測
  • 阿聯酋：B2C 電子商務市場規模及預測
  • 阿聯酋：行動商務市場規模及預測
  • 阿聯酋：B2C 電子商務佔零售總額的佔有率及預測
  • 阿聯酋：使用手機或網路購物的成年人比例
  • 阿聯酋：2023 年第三季 B2C 電子商務活動
  • 阿聯酋：線上購物的五大推動因素
  • 阿聯酋：截至 2024 年 2 月的 B2C 頂級電子商務網站
  • 阿聯酋：蘋果應用商店和谷歌應用商店十大免費行動購物應用
  • 以色列
  • 以色列：B2C 電子商務營收及預測
  • 以色列：時尚 B2C 電子商務營收及預測
  • 以色列：使用手機或網路購物的成年人比例
  • 以色列：2023 年第三季 B2C 電子商務活動
  • 以色列：線上購物的五大推動因素
  • 以色列：頂級 B2C 電子商務網站
  • 以色列：截至 2024 年 2 月的頂級 B2C 電子商務網站
  • 以色列：蘋果應用商店和谷歌應用商店排名前十的免費行動購物應用
• 中東新興市場
  • 伊朗
  • 伊朗：B2C 電子商務市場規模與市場指標
  • 伊朗：使用手機或網路購物的成年人比例
  • 伊朗：社群媒體應用在 B2C 電子商務交易總額的佔比
  • 卡達
  • 卡達： B2C 電子商務市場規模及預測
  • 卡達：網路購物成年人比例及預測
  • 卡達：蘋果應用商店與Google應用商店十大免費手機購物應用
  • 科威特
  • 科威特：B2C 電子商務市場規模及預測
  • 科威特：使用手機或網路購物的成年人比例
  • 科威特：了解 B2C 電子商務平台的網路使用者比例
  • 科威特：Google應用商店十大免費手機購物應用
  • 約旦
  • 約旦：使用手機或網路購物的成年人比例
  • 約旦：蘋果應用商店和谷歌應用商店十大免費手機購物應用
  • 巴林
  • 巴林：使用手機或網路購物的成年人比例互聯網
  • 巴林：蘋果應用商店與Google應用商店十大免費行動購物應用
  • 阿曼
  • 阿曼：B2C 電子商務市場規模及預測
  • 阿曼：蘋果應用商店和谷歌應用商店十大免費行動購物應用
• 中東數位支付與經濟基礎設施
  • 中東與非洲：非現金交易總額
  • 中東和非洲：B2B 非現金交易總額
  • 中東與非洲：支付結構：新型支付方式與傳統支付方式，交易量
  • 中東：數位支付市場概覽
  • 中東和北非：數位經濟價值及預測
  • 中東和北非：行動商務佔線上交易總額的比例
  • 中東和北非：數位錢包佔線上消費總額的比例
  • 沙烏地阿拉伯：成年人數位支付比例2022
  • 沙烏地阿拉伯：B2C 電子商務支付方式區隔
  • 阿聯酋：2022 年使用數位支付的成年人比例
  • 阿聯酋：齋戒月期間依產品類別劃分的數位支付年度增長
  • 以色列：使用數位支付的成年人比例
  • 伊朗：使用數位支付的成年人比例
  • 科威特：使用數位支付的成年人比例
  • 約旦：2022 年使用數位支付的成年人比例
  • 巴林：2022 年使用數位支付的成年人比例

第四章 中東：商業中的人工智慧與自動化

中東人工智慧應用及賣家準備

• 中東：組織人工智慧應用速度
• 中東：依業務職能劃分的人工智慧採用水平
• 海灣合作委員會及中東：企業生成式人工智慧採用率
• 海灣合作委員會：依業務職能劃分的生成式人工智慧採用率
• 海灣合作委員會：依成熟度劃分的人工智慧策略、基礎設施建設和能力差距
• 海灣合作委員會：國家層面的人工智慧投資、基礎設施和能力建設進展
• 沙烏地阿拉伯：生成式人工智慧準備度、基礎架構擴展與特定產業應用部署
• 阿聯酋：人工智慧在航空、零售、金融服務、物流和電信產業的集成
• 阿聯酋：人工智慧驅動的營運擴展、分析採用和能力發展
• 阿聯酋：青年計畫、勞動力再培訓和人工智慧人才發展的機構支持
• 阿聯酋：國家人工智慧環境中的戰略夥伴關係、可擴展基礎設施和創新
• 阿聯酋：2071百年願景、跨部門人工智慧實施和自適應數位監管
• 卡達：人工智慧市場規模及預測
• 卡達：人工智慧投資、在地化語言工具、城市科技計畫以及對中小企業的支持

Mobile-First Retail, Digital Wallet Growth, and AI Investment Reshape Middle East Commerce in 2025

Middle East Accelerates Online Retail and Mobile-First Purchasing

Weekly online shopping continues to grow across the region as mobile-first behavior strengthens. In Saudi Arabia, over half of Internet users shopped online weekly in 2023, highlighting deep digital adoption. Seasonal demand further boosts activity, with the UAE recording the region's highest average online order value during Ramadan 2024.

Digital Payments Gain Momentum as Wallets and Mobile Commerce Expand

Digital payment usage is rising rapidly as consumers shift toward app-based transactions. Digital wallets accounted for one fifth of online spending in MENA in 2023, while mobile commerce is expected to represent 70% of online transaction value by 2025. Markets such as the UAE and Iran show widespread cashless payment usage.

AI Investment Deepens as Gulf Nations Drive Enterprise Adoption

AI deployment is expanding across commerce and financial services, supported by national strategies in Gulf countries. Organizations increasingly use Generative AI for automation, analytics, fraud detection, and logistics. Differences in enterprise readiness, skills, and governance continue to shape the pace of adoption.

Table of Contents

1. Key Takeaways

2. Management Summary

3. Middle East: B2C E-Commerce & Payments Overview

• 3.1. Middle East Market Size and Regional Growth Trends
  • MENA: B2C E-Commerce Market Overview and Trends, March 2024
  • MENA: B2C E-Commerce Market Size, in USD billion, 2021, 2022 & 2026f
  • MENA: Increase in Order Value During Ramadan, by Country, in USD, April 2024
  • MENA: Increase in Online Purchases During Ramadan, by Product Category, in %, Q1 2024
  • KSA & UAE: Share of Respondents Who Shop Online During Ramadan, in %, 2023e
  • KSA & UAE: Share of Respondents Who Shop Online Weekly or Daily During Ramadan, in %, 2023e
  • KSA & UAE: Share of Respondents Who Plan to Shop Online More Frequently During Ramadan, in %, 2023e
  • KSA & UAE: Share of Respondents Who Plan to Shop Less Frequently in Person During Ramadan, in %, 2023e
• 3.2. Middle East Leading E-Commerce Markets
  • 3.2.1. Saudi Arabia
  • Saudi Arabia: B2C E-Commerce Market Overview and Trends, March 2024
  • Saudi Arabia: B2C E-Commerce Share of Total Retail Sales, in %, 2023 & 2035f
  • Saudi Arabia: B2C E-Commerce Share of Total Commerce, in %, 2022
  • Saudi Arabia: Millennials' Spending Share of Total B2C E-Commerce Sales, in %, 2023 & 2035f
  • Saudi Arabia: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • Saudi Arabia: Weekly B2C E-Commerce Activities, in % of Internet Users, Q3 2023
  • Saudi Arabia: Top 5 Online Shopping Drivers, in % of Internet Users, Q3 2023
  • Saudi Arabia: Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (1 of 2)
  • Saudi Arabia: Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (2 of 2)
  • Saudi Arabia: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
  • 3.2.2. United Arab Emirates
  • UAE: B2C E-Commerce Revenue, in USD billion, 2024e & 2028f
  • UAE: B2C E-Commerce Market Size, in USD billion, 2019-2026f
  • UAE: Mobile Commerce Market Size, in USD billion, 2019-2026f
  • UAE: B2C E-Commerce Share of Total Retail Sales, in %, 2026f
  • UAE: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • UAE: Weekly B2C E-Commerce Activities, in % of Internet Users, Q3 2023
  • UAE: Top 5 Online Shopping Drivers, in % of Internet Users, Q3 2023
  • UAE: Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (1 of 2)
  • UAE: Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (2 of 2)
  • UAE: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
  • 3.2.3. Israel
  • Israel: B2C E-Commerce Revenue, in USD billion, 2023e & 2027f
  • Israel: Fashion B2C E-Commerce Revenue, in USD billion, 2023e & 2027f
  • Israel: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • Israel: Weekly B2C E-Commerce Activities, in % of Internet Users, Q3 2023
  • Israel: Top 5 Online Shopping Drivers, in % of Internet Users, Q3 2023
  • Israel: Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (1 of 2)
  • Israel: Top B2C E-Commerce Websites, by Visits in Millions, Bounce Rate in %, and Pages Per Visit, February 2024 (2 of 2)
  • Israel: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
• 3.3. Emerging Markets Across the Middle East
  • 3.3.1. Iran
  • Iran: B2C E-Commerce Value, in USD billion, March 2023 & September 2023, and Market Metrics, November 2023
  • Iran: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • Iran: Share of Social Media Apps Making Up Total B2C E-Commerce Deals, in %, 2023*
  • 3.3.2. Qatar
  • Qatar: B2C E-Commerce Market Size, in USD billion, 2023e & 2027f
  • Qatar: Share of Adults That Shop Online, in %, 2023e & 2027f
  • Qatar: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
  • 3.3.3. Kuwait
  • Kuwait: B2C E-Commerce Market Size, in USD billion, 2023e & 2027f, And Market Metrics, April 2023
  • Kuwait: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • Kuwait: Share of Internet Users Who Are Aware of B2C E-Commerce Platforms, in %, 2023e
  • Kuwait: Top 10 Free Mobile Shopping Apps in the Google Play Store, by Rank, March 2024
  • 3.3.4. Jordan
  • Jordan: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • Jordan: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
  • 3.3.5. Bahrain
  • Bahrain: Share of Adults Who Made a Purchase Using a Mobile Phone or the Internet, in %, 2022
  • Bahrain: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
  • 3.3.6. Oman
  • Oman: B2C E-Commerce Market Size, in USD billion, June 2023e & 2028f
  • Oman: Top 10 Free Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, March 2024
• 3.4. Middle East Digital Payments & Economy Infrastructure
  • MEA: Total Non-cash Transactions Volume, in volume billions, 2018 & 2021-2024e & 2028f
  • MEA: Total B2B Non-cash Transactions Volume, in volume billions, 2018 & 2021-2024e & 2028f
  • MEA: Payment Mix: New Payments vs Traditional Payments, In % of transaction volume, 2023
  • Middle East: Digital Payment Market Overview, April 2024
  • MENA: Digital Economy Value, in USD billion, 2022 & 2030f
  • MENA: Share of Mobile Commerce Making Up Total Online Transaction Value, in %, 2025f
  • MENA: Share of Digital Wallets Making Up Total Online Spending, in %, 2023e
  • Saudi Arabia: Share of Adults That Made a Digital Payment, in %, 2022
  • Saudi Arabia: Breakdown of B2C E-Commerce Payment Methods, in %, 2022
  • UAE: Share of Adults That Made a Digital Payment, in %, 2022
  • UAE: Annual Volume Increase of Digital Payments During Ramadan, by Product Category, in % of Year-On-Year Change, April 2023
  • Israel: Share of Adults That Made a Digital Payment, in %, 2022
  • Iran: Share of Adults That Made a Digital Payment, in %, 2022
  • Kuwait: Share of Adults That Made a Digital Payment, in %, 2022
  • Jordan: Share of Adults That Made a Digital Payment, in %, 2022
  • Bahrain: Share of Adults That Made a Digital Payment, in %, 2022

4. Middle East: AI & Automation in Commerce

4.1. AI Adoption & Seller Readiness in the Middle East

• Middle East: Organizational AI Adoption Speeds, in % of Respondents, Oct-Dec 2024
• Middle East: AI Implementation Levels by Business Function, in % of Respondents, Oct-Dec 2024
• GCC & Middle East: Companies' GenAI Adoption, in % of Respondents, October-November 2024
• GCC: GenAI Adoption by Business Function, in % of Respondents, May 2024
• GCC: AI Strategies, Infrastructure Development, and Capability Gaps by Maturity Segment, July 2025
• GCC: Country-Level AI Progress in Investment, Infrastructure, and Capability Building, July 2025
• Saudi Arabia: GenAI Readiness, Infrastructure Scale-Up, and Sector-Specific Application Rollout, July 2025
• UAE: AI Integration Across Aviation, Retail, Financial Services, Logistics, and Telecommunications, July 2025
• UAE: AI-Driven Operational Scaling, Analytics Deployment, and Capability Development, July 2025
• UAE: AI Talent Development via Youth Initiatives, Workforce Reskilling, and Institutional Support, July 2025
• UAE: Strategic Partnerships, Scalable Infrastructure, and Innovation in National AI Landscape, July 2025
• UAE: Centennial 2071 Vision, Interagency AI Execution, and Adaptive Digital Regulation, July 2025
• Qatar: AI Market Value, in QAR billions, 2024e & 2030f
• Qatar: AI Investments, Localized Language Tools, Urban Tech Initiatives, and SME Support, July 2025
• 4.2. Impact, Investment, And Business Value in the Middle East
  • GCC & Mid. East: Expectations for Profit Impact of GenAI, in % of Resp. Anticipating Net Increase, Oct-Nov 2024
  • GCC & Mid. East: Net Increase from GenAI Adop. Across Five Business Metrics, in % of Resp., Oct-Dec 2024
  • MENA: AI-Driven IT Spending Growth, in USD billions, 2024 & 2025f
  • META: AI Spending and Growth Outlook, in USD Billions, 2024 & 2028f
  • MENA: Projected GDP Share from AI vs. Other Sources, in % of Total GDP, 2030e
  • Middle East: AI Value Measurement Practices by Country, in % of Respondents, Oct-Dec 2024
  • Middle East: Data Capability Enhancements for AI, in % of Respondents, Oct-Dec 2024
  • GCC: GenAI Economic Impact, Top Use Cases, Strategic Enablers, and Deployment Barriers, July 2025
  • Saudi Arabia & UAE: AI Investment Priorities by Value Chain Segment, in % of Respondents, Aug 2024
  • Saudi Arabia & UAE: Current & Future Gen AI Investment Plans by Business Function, in % of Org., Aug. 2024
  • Saudi Arabia & UAE: Gen AI Investment Allocation, in % of Organizations, August 2024
  • Saudi Arabia & UAE: Most Strategic GenAI Technology Partners by Type, in % of Respondents, Aug 2024
• 4.3. Use Cases and Operational Applications in the Middle East
  • Middle East: Top AI Applications in Daily Operational Use, in % of Respondents, Oct-Dec 2024
  • MENA: AI-Driven Personalization, Risk Management, and National Investment in Financial Services, July 2025
  • MENA: AI-Driven Personalization, Risk, Fraud Detection, and Compliance in Financial Services, July 2025
  • Middle East: GenAI in Fraud Detection, Risk, Customer Engagement, and Financial Automation, July 2025
  • Middle East: GenAI Automation, Service Gains, and Talent Gaps in Financial Sector Strategy, July 2025
  • Saudi Arabia: Leading GenAI Use Cases by Application Type, in % of Respondents, Oct-Dec 2024
  • UAE: Leading GenAI Use Cases by Application Type, in % of Respondents, Oct-Dec 2024
  • Qatar: Leading GenAI Use Cases by Application Type, in % of Respondents, Oct-Dec 2024
• 4.4. Barriers, Risks, and Governance in the Middle East
  • Middle East: Barriers to AI Development and Deployment, in % of Respondents, Oct-Dec 2024
  • Middle East: Challenges in Attracting AI Talent by Country, in % of Respondents, Oct-Dec 2024
  • Middle East: Linguistic Barriers, Cloud Gaps, Talent Cost Pressures, and Regulatory Challenges, July 2025
  • Middle East: Budget Overruns, Financial Planning Deficits, and AI Project Termination Risks, July 2025
  • GCC: Top Risks of Generative AI Adoption, in % of Respondents, Aug-Sep 2024
  • Middle East: AI-Related Operational Threat Levels by Country, in % of Respondents, Oct-Dec 2024
  • Middle East: AI-Powered Financial Threat Detection, TPRM Pilots, and Infrastructure Security, July 2025
  • Middle East: AI Risk Management Measures, in % of Respondents, Oct-Dec 2024
  • Middle East: AI Preparedness Levels by Organizational Areas, in % of Respondents, Oct-Dec 2024
  • MENA: AI Regulation in Finance via Ethics Principles, Data Laws, and Innovation Sandboxes, July 2025
  • Saudi Arabia & UAE: Data-Related Barriers Slowing AI Adoption in Finance, in % of Org., August 2024
  • Saudi Arabia & UAE: Data-Related Barriers Slowing AI Adoption in Retail & Wholesale, in % of Org., Aug. 2024
  • Saudi Arabia & UAE: Data-Related Barriers Slowing AI Adoption in Hospitality & Accommodation, in % of Org., August 2024
  • Saudi Arabia & UAE: Data-Related Barriers Slowing AI Adoption in Media, Entertainment & Gaming, in % of Org., August 2024
  • Saudi Arabia & UAE: Data-Related Barriers Slowing AI Adoption in Government, in % of Org., August 2024
  • Saudi Arabia & UAE: Barriers to Accelerating GenAI Adoption, in % of Organizations, August 2024
  • Saudi Arabia & UAE: Availability Status of Responsible AI Policies, in % of Respondents, August 2024
  • Saudi Arabia & UAE: Awareness of Key Government-Led AI Initiatives, in % of Respondents, Aug 2024
  • Saudi Arabia: GenAI Risks in Data, Labor, Society, Sovereignty, and AI Integrity, July 2025