全球电子商务与支付概况（2025）：第四卷：人工智慧时代的中东数位商务与支付

行动优先零售、数位钱包成长与人工智慧投资将在2025年重塑中东商业市场

中东线上零售与行动优先购物加速发展

该地区每週线上购物量持续成长，进一步强化了行动优先的消费习惯。在沙乌地阿拉伯，2023年超过一半的网路使用者每週都会进行线上购物，凸显了其高度的数位化渗透率。季节性需求进一步推动了这一增长，阿联酋在2024年斋月期间的平均线上订单金额位居该地区之首。

随着数位钱包和行动商务的扩展，数位支付势头强劲。

随着消费者转向基于应用程式的交易，数位支付的使用量正在迅速增长。 预计到 2023 年，数位钱包将占中东和北非地区线上消费的五分之一，到 2025 年，行动商务将占线上交易的 70%。无现金支付在阿联酋和伊朗等市场已广泛普及。

海湾合作委员会 (GCC) 国家正在推动人工智慧 (AI) 投资和企业应用。

在海湾国家策略的支持下，商业和金融服务领域的人工智慧应用正在不断扩展。企业越来越多地使用生成式人工智慧进行自动化、分析、诈欺侦测和物流管理。企业准备程度、技能和治理方面的差异仍然影响着人工智慧应用的速度。

本报告分析了中东地区的数位商务和支付趋势，概述了该地区及各国的 B2C 电子商务、市场规模、预测、消费者线上购物态度和行为、数位支付额、消费者偏好、人工智慧应用趋势以及 B2B 交易趋势。

目录

第一章：要点总结

• 管理概要
• 中东：B2C 电子商务与支付概览
• 中东市场规模与区域成长趋势
  • 中东和北非：B2C 电子商务市场概况和趋势
  • 中东和北非：B2C 电子商务市场规模与预测
  • 中东和北非：斋戒月期间各国订单价值成长情况
  • 中东和北非：斋戒月期间各产品类别线上购买量成长情况
  • 沙乌地阿拉伯和阿联酋：斋戒月期间的线上购物情况
  • 沙乌地阿拉伯和阿联酋：斋戒月期间每週或每日线上购物情况
  • 沙乌地阿拉伯和阿联酋：计画增加斋戒月期间的线上购物频率
  • 沙乌地阿拉伯和阿联酋：计画增加斋戒月期间减少实体店购物频率
• 中东主要电商市场
  • 沙乌地阿拉伯
  • 沙乌地阿拉伯：B2C 电商市场概况及趋势
  • 沙乌地阿拉伯：B2C 电商占零售总额的百分比及预测
  • 沙乌地阿拉伯：B2C 电商占整体电商的百分比
  • 沙乌地阿拉伯：千禧世代 B2C 电商销售额占电商总额的占有率及预测
  • 沙乌地阿拉伯：使用手机或网路购物的成年人比例
  • 沙乌地阿拉伯：2023 年第三季 B2C 电商活动
  • 沙乌地阿拉伯：线上购物的五大推动因素
  • 沙乌地阿拉伯：顶级 B2C 电商网站
  • 沙乌地阿拉伯：截至 2024 年 2 月的顶级 B2C 电商网站
  • 沙乌地阿拉伯：苹果应用商店和谷歌应用商店十大免费行动购物应用
  • 阿联酋
  • 阿联酋：B2C 电子商务营收及预测
  • 阿联酋：B2C 电子商务市场规模及预测
  • 阿联酋：行动商务市场规模及预测
  • 阿联酋：B2C 电子商务占零售总额的占有率及预测
  • 阿联酋：使用手机或网路购物的成年人比例
  • 阿联酋：2023 年第三季 B2C 电子商务活动
  • 阿联酋：线上购物的五大推动因素
  • 阿联酋：截至 2024 年 2 月的 B2C 顶级电子商务网站
  • 阿联酋：苹果应用商店和谷歌应用商店十大免费行动购物应用
  • 以色列
  • 以色列：B2C 电子商务营收及预测
  • 以色列：时尚 B2C 电子商务营收及预测
  • 以色列：使用手机或网路购物的成年人比例
  • 以色列：2023 年第三季 B2C 电子商务活动
  • 以色列：线上购物的五大推动因素
  • 以色列：顶级 B2C 电子商务网站
  • 以色列：截至 2024 年 2 月的顶级 B2C 电子商务网站
  • 以色列：苹果应用商店和谷歌应用商店排名前十的免费行动购物应用
• 中东新兴市场
  • 伊朗
  • 伊朗：B2C 电子商务市场规模与市场指标
  • 伊朗：使用手机或网路购物的成年人比例
  • 伊朗：社群媒体应用在 B2C 电子商务交易总额的占比
  • 卡达
  • 卡达： B2C 电子商务市场规模及预测
  • 卡达：网路购物成年人比例及预测
  • 卡达：苹果应用商店与Google应用商店十大免费手机购物应用
  • 科威特
  • 科威特：B2C 电子商务市场规模及预测
  • 科威特：使用手机或网路购物的成年人比例
  • 科威特：了解 B2C 电子商务平台的网路使用者比例
  • 科威特：Google应用商店十大免费手机购物应用
  • 约旦
  • 约旦：使用手机或网路购物的成年人比例
  • 约旦：苹果应用商店和谷歌应用商店十大免费手机购物应用
  • 巴林
  • 巴林：使用手机或网路购物的成年人比例互联网
  • 巴林：苹果应用商店与Google应用商店十大免费行动购物应用
  • 阿曼
  • 阿曼：B2C 电子商务市场规模及预测
  • 阿曼：苹果应用商店和谷歌应用商店十大免费行动购物应用
• 中东数位支付与经济基础设施
  • 中东与非洲：非现金交易总额
  • 中东和非洲：B2B 非现金交易总额
  • 中东与非洲：支付结构：新型支付方式与传统支付方式，交易量
  • 中东：数位支付市场概览
  • 中东和北非：数位经济价值及预测
  • 中东和北非：行动商务占线上交易总额的比例
  • 中东和北非：数位钱包占线上消费总额的比例
  • 沙乌地阿拉伯：成年人数位支付比例2022
  • 沙乌地阿拉伯：B2C 电子商务支付方式区隔
  • 阿联酋：2022 年使用数位支付的成年人比例
  • 阿联酋：斋戒月期间依产品类别划分的数位支付年度增长
  • 以色列：使用数位支付的成年人比例
  • 伊朗：使用数位支付的成年人比例
  • 科威特：使用数位支付的成年人比例
  • 约旦：2022 年使用数位支付的成年人比例
  • 巴林：2022 年使用数位支付的成年人比例

第四章 中东：商业中的人工智慧与自动化

中东人工智慧应用及卖家准备

• 中东：组织人工智慧应用速度
• 中东：依业务职能划分的人工智慧采用水平
• 海湾合作委员会及中东：企业生成式人工智慧采用率
• 海湾合作委员会：依业务职能划分的生成式人工智慧采用率
• 海湾合作委员会：依成熟度划分的人工智慧策略、基础设施建设和能力差距
• 海湾合作委员会：国家层面的人工智慧投资、基础设施和能力建设进展
• 沙乌地阿拉伯：生成式人工智慧准备度、基础架构扩展与特定产业应用部署
• 阿联酋：人工智慧在航空、零售、金融服务、物流和电信产业的集成
• 阿联酋：人工智慧驱动的营运扩展、分析采用和能力发展
• 阿联酋：青年计画、劳动力再培训和人工智慧人才发展的机构支持
• 阿联酋：国家人工智慧环境中的战略伙伴关係、可扩展基础设施和创新
• 阿联酋：2071百年愿景、跨部门人工智慧实施和自适应数位监管
• 卡达：人工智慧市场规模及预测
• 卡达：人工智慧投资、在地化语言工具、城市科技计画以及对中小企业的支持

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