Summary

According to PayNXT360, social commerce industry in Africa & Middle East is expected to grow by 34.0% on annual basis to reach US$12.58 billion in 2024.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 27.6% during 2024-2029. The social commerce GMV in the region will increase from US$9.39 billion in 2023 to reach US$42.54 billion by 2029.

The social commerce market is poised to record strong growth in the Middle East and Africa markets over the medium term. This surge in online commerce, including social buying among young generation shoppers, will aid the industry growth across the region in 2024. In the Middle East, young generation shoppers are also making luxury purchases through social channels.

New players have entered the Middle East market in 2023 and the trend is projected to continue further in 2024. In the African region, too, the industry is experiencing a surge in the competitive landscape. Even B2B e-commerce firms are planning to enter the social commerce market to accelerate revenue growth. Overall, PayNXT360 maintains a positive growth outlook for the industry over the next three to four years.

The rising usage of social media platforms will drive the trend of social buying in the Middle East in 2024

A significant population chunk in the Middle East is using social channels. According to the RetailX Middle East E-Commerce Region 2023 report, nearly 98% of the population uses at least one social media platform in Qatar. The adoption of TikTok, which is making significant strides in the regional market, has also grown substantially over the last 12 months. This is also translating into higher social commerce revenue for TikTok in the GCC region. According to TikTok, 41% of the users have made purchases through the platform in GCC.

According to RetailX, 79% of social media users are looking for brands or things to purchase in the UAE. Furthermore, 59% of the people have stated that they bought products on social channels over the last 12 months. In the Emirates, consumers are even making luxury purchases through social media channels. PayNXT360 expects similar trends to emerge in other regional markets over the medium term. To tap into the growing sector, PayNXT360 also expects social commerce firms to increase their investment in the market over the next three to four years.

B2B e-commerce firms are expanding their footprint in the fast-growing social commerce sector in Africa

An increasing number of small businesses are leveraging social commerce capabilities to drive their sales and revenue growth in Africa. The lack of capital and capacity to open stores and grow their businesses is driving the social commerce market in Africa. Amid the growing market size, even B2B e-commerce firms are expanding their footprint in the sector.

• MarketForce, for instance, announced that the firm plans to launch the social commerce platform Chpter in Kenya. This platform will enable merchants to leverage social media conversations to drive sales and revenue growth. With the rising usage of social channels among consumers across age groups, MarketForce is seeking to boost its revenue growth through Chpter in the African market. The firm, notably, ceased B2B e-commerce operations in three of its five African markets. Exiting Nigeria, Rwanda, and Tanzania, the firm is only focusing on Kenya and Uganda.

With a lot of room for growth in the African social commerce market, Chpter can accelerate revenue growth for MarketForce over the medium term. The success in the sector might also lay the foundation for its B2B e-commerce expansion in other African markets over the next three to four years, which is currently facing funding hurdle.

Social commerce platforms have reported strong revenue growth in the United Arab Emirates

Amid the growing trend of social buying in the Emirates, platforms are enjoying a strong growth period in the country, registering significant revenue increases during the first six months of 2023.

• SleekFlow, a leading software platform for social commerce in the Asia-Pacific region, reported an impressive fivefold increase in revenue in the UAE during the first half of 2023. Not only has the company done well in the Middle East, but it is projected that around 20% of the new revenue over the next two years will come from the UAE. The significant growth in the UAE is attributed to their strategic collaboration with L’Occitane ME’s Accelerator Program, which is powered by Chalhoub Group’s The Greenhouse. This partnership officially brought SleekFlow's versatile social commerce platform to the UAE, making a significant impact on the retail scene in the region.

The growth achieved by SleekFlow in the United Arab Emirates market is a testament to the growing market. Going forward, PayNXT360 expects more regional and global platforms to enter the market over the next three to four years.

This report provides a detailed data centric analysis of social commerce industry, covering market opportunities and risks. With over 50+ KPIs at country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

This tittle is a bundled offering provides detailed 8 reports, covering regional insights along with data centric analysis at regional and country level:

1. Africa & Middle East Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
2. Egypt Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
3. Israel Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
4. Nigeria Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
5. Saudi Arabia Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
6. South Africa Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
7. Turkey Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
8. United Arab Emirates Social Commerce Market Intelligence and Future Growth Dynamics (Databook)

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Table of Contents

This tittle is a bundled offering provides detailed 8 reports, covering regional insights along with data centric analysis at regional and country level:

1. Africa & Middle East Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
2. Egypt Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
3. Israel Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
4. Nigeria Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
5. Saudi Arabia Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
6. South Africa Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
7. Turkey Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
8. United Arab Emirates Social Commerce Market Intelligence and Future Growth Dynamics (Databook)

All the regional and country sections above follow the following table of contents covering 57 charts and 44 tables for each country / region:

1. About this Report
1.1. Summary
1.2. Methodology
1.3. Social Commerce Definitions
1.4. Disclaimer

2. Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1. Ecommerce – Gross Merchandise Value Trend Analysis, 2020-2029
2.2. Ecommerce – Average Value Per Transaction Trend Analysis, 2020-2029
2.3. Ecommerce – Transaction Volume Trend Analysis, 2020-2029

3. Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1. Social Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
3.2. Social Commerce – Average Value Per Transaction Trend Analysis, 2020-2029
3.3. Social Commerce – Transaction Volume Trend Analysis, 2020-2029
3.4. Social Commerce Market Share Analysis by Key Players, 2023

4. Social Commerce Industry Market Size and Forecast by Location
4.1. Social Commerce Market Share by Location (%), 2023
4.2. Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2020-2029
4.3. Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2020-2029

5. Social Commerce Industry Market Size and Forecast by Product Categories
5.1. Social Commerce Market Share by Product Categories (%), 2023
5.2. Social Commerce Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2020-2029
5.3. Social Commerce Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2020-2029
5.4. Social Commerce Food & Grocery – Gross Merchandise Value Trend Analysis, 2020-2029
5.5. Social Commerce Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2020-2029
5.6. Social Commerce Home Improvement – Gross Merchandise Value Trend Analysis, 2020-2029
5.7. Social Commerce Travel – Gross Merchandise Value Trend Analysis, 2020-2029
5.8. Social Commerce Accommodation – Gross Merchandise Value Trend Analysis, 2020-2029

6. Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
6.1. Social Commerce Market Share by End Use Segment (%), 2023
6.2. Social Commerce B2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.3. Social Commerce B2B Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.4. Social Commerce C2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029

7. Social Commerce Industry Market Size and Forecast by End Use Device
7.1. Social Commerce Market Share by End Use Device (%), 2023
7.2. Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2020-2029
7.3. Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2020-2029

8. Social Commerce Industry Market Size and Forecast by Cities
8.1. Social Commerce Market Share by Cities (%), 2023
8.2. Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.3. Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.4. Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2020-2029

9. Social Commerce Industry Market Size and Forecast by Payment Method
9.1. Social Commerce Market Share by Payment Method (%), 2023
9.2. Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.3. Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.4. Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2020-2029
9.5. Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.6. Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2020-2029
9.7. Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2020-2029
9.8. Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2020-2029

10. Social Commerce Industry Market Size and Forecast by Platforms
10.1. Social Commerce Market Share by Platforms Method (%), 2023
10.2. Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2020-2029
10.3. Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
10.4. Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2020-2029
10.5. Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2020-2029
10.6. Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2020-2029

11. Social Commerce Industry Market Size and Forecast by Contents
11.1. Social Commerce Market Share by Contents (%), 2023
11.2. Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.3. Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.4. Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2020-2029
11.5. Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2020-2029
11.6. Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2020-2029

12. Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
12.1. Social Commerce Spend Share by Age Group, 2023
12.2. Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2020-2029
12.3. Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2020-2029
12.4. Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2020-2029
12.5. Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2020-2029
12.6. Social Commerce Share by Income Level, 2023
12.7. Social Commerce Share by Gender, 2023

13. Further Reading
13.1. About PayNXT360
13.2. Related Research

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List of Tables/Graphs

This bundled offering has 44 tables across 8 regional and country reports. All regional and country reports will have the following tables:

Table 1: Ecommerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 2: Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 3: Ecommerce – Transaction Volume (Million), 2020-2029
Table 4: Social Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 5: Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 6: Social Commerce – Transaction Volume (Million), 2020-2029
Table 7: Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2020-2029
Table 8: Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2020-2029
Table 9: Social Commerce Clothing & Footwear – Gross Merchandise Value (US$ Million), 2020-2029
Table 10: Social Commerce Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2020-2029
Table 11: Social Commerce Food & Grocery – Gross Merchandise Value (US$ Million), 2020-2029
Table 12: Social Commerce Appliances and Electronics – Gross Merchandise Value (US$ Million), 2020-2029
Table 13: Social Commerce Home Improvement – Gross Merchandise Value (US$ Million), 2020-2029
Table 14: Social Commerce Travel – Gross Merchandise Value (US$ Million), 2020-2029
Table 15: Social Commerce Accommodation – Gross Merchandise Value (US$ Million), 2020-2029
Table 16: Social Commerce B2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 17: Social Commerce B2B Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 18: Social Commerce C2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 19: Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2020-2029
Table 20: Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2020-2029
Table 21: Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 22: Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 23: Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 24: Social Commerce Payment by Credit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 25: Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 26: Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2020-2029
Table 27: Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 28: Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2020-2029
Table 29: Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2020-2029
Table 30: Social Commerce Payment by Cash – Gross Merchandise Value (US$ Million), 2020-2029
Table 31: Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value (US$ Million), 2020-2029
Table 32: Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 33: Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2020-2029
Table 34: Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2020-2029
Table 35: Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2020-2029
Table 36: Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 37: Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 38: Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2020-2029
Table 39: Social Commerce Contents by Influencers – Gross Merchandise Value (US$ Million), 2020-2029
Table 40: Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2020-2029
Table 41: Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 42: Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 43: Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 44: Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029