The rise of the Middle Eastern cross-border market is deeply tied to its unique demographic structure and consumer market features, which mutually reinforce each other and form the core opportunities and key adaptation points for global expansion into the region.
In terms of demographic structure, the Middle East has a total population of approximately 480 million, characterized by a young population, high urbanization, and a large proportion of expatriates. Young people aged 15–24 and children aged 0–14 account for half of the total population, while 61% of the population lives in urban areas.
In key markets such as the UAE and Saudi Arabia, expatriates make up 88% and 36% of the population respectively, bringing diversity to the mainstream consumer group. Meanwhile, internet penetration in core countries exceeds 99%, smartphone usage is universal, and young people spend among the highest daily hours on mobile devices globally, providing a solid traffic foundation for cross-border e-commerce.
In terms of the consumer market, it shows distinct features of polarization and precise localization. The six Gulf Cooperation Council (GCC) countries have a per capita GDP of over $30,000 and high average order values. In the UAE, the average online spending per transaction reaches $122, with strong preference for high-end cosmetics, smart home products and similar items. Populous countries such as Egypt have lower per capita GDP, where consumers focus more on cost-effective fast-moving consumer goods (FMCGs).
Consumer behavior is strongly influenced by religion and culture. Sales of food and gifts surge sharply during Ramadan. Cosmetics and apparel must comply with halal standards and avoid culturally sensitive or prohibited elements. In terms of payment, Cash on Delivery (COD) remains dominant: 70% of consumers in Saudi Arabia prioritize COD, while digital payments are gradually gaining popularity.
In addition, female consumption is on the rise, social commerce delivers strong traffic, and influencer marketing achieves high conversion rates. Household consumption demand is stable, with strong demand for maternity and baby products, large-sized home appliances and other categories, providing clear guidance for cross-border sellers in product selection and operations.