How is the apparel sales performance on Amazon Middle East? Apparel sales on Amazon Middle East have shown significant growth in recent years. In 2024, the platform's GMV surpassed $18 billion (a 67% year-on-year increase), with apparel as the second-largest category, accounting for 17% in the UAE and 74% in Saudi. The growth rate of apparel aligns with or exceeds the platform's overall growth.
This expansion is driven by a young demographic (over 60% under 30), increasing e-commerce penetration, and optimizations in smart warehousing and local payment solutions—delivery times have been reduced to 5.8 days, and the average order value in Saudi rose by 34%. In terms of categories, traditional attire (such as abayas and headscarves) remains a staple, with sales doubling during Ramadan. Fast fashion, supported by "48-hour delivery," saw orders surge by 220%, while niche segments like plus-size evening wear also performed notably.
Chinese sellers account for 50% of abaya imports in Saudi, gaining an edge through AI-driven demand forecasting and optimized Arabic product detail pages (increasing conversion rates by 47%). Current challenges include high logistics compliance costs and intense competition. Future growth areas are expected to include AR try-ons, sustainable fashion, and expansion into emerging markets like Egypt.
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