Top 5 E-Commerce Tech Trends 2025: Innovations in MENA

Staying ahead of the game with new tech will no longer be by choice in 2025, but essential for continued profit and market position for businesses. With the fast development of e-commerce in the MENA market, businesses need to be aware of the latest trends to stay competitive.

The following five disruptive trends are expected to play an important role in shaping the future of online retail in the region.

1) Surge in the Use of Voice Shopping and Voice-Driven Marketing 

Over 50% of global consumers are using voice search on a daily basis, according to Statista. Voice-activated devices have become common in everyday use, making voice marketing another important way to communicate with consumers. For brands, it will mean the importance of adoption of voice search and the optimisation of content for voice applications by 2025. With the rise of voice-based technologies, businesses must ensure that their online presence is optimized for use on voice-activated devices if they are to maintain their competitive edge and provide a better user experience.

With the increase in demand for multilingual features in the MENA region, involvement of Arabic dialects, supported by advanced NLP, into voice technologies will become very common.      

2) AR, VR, and Metaverse Shopping

AR, VR, and the Metaverse have made their way into core components for customer profiling in retail in a very short time period. These technologies provide engaging, personalised shopping experiences that lead to higher levels of consumer engagement. 

These technologies allow a tailored shopping experience, and, accordingly, have the power to push consumers into more and more obsessive shopping behaviour. For instance, AR enables customers to interact with products ‘in the real world environment’ or to virtually ‘try’ products, leading to enhanced confidence and a reduced number of returned products. Brands can create closer relationships with users with the help of this technology.

For example, brands like Mugler have introduced AR mirrors in their physical shops for virtual garment testing, eliminated the need for physical goods in retail shelves, and created a personalised shop design. Balenciaga also collaborated with Apple Vision Pro to create a virtual fashion show and shopping experience, seamlessly blending the entertainment function and selling points. These technologies generate a powerful tool for storytelling that can change the shopping experience and increase the appeal of direct interaction.

3) Why TikTok Shopping Can Change The Game

As per a MGH survey, 55% of respondents found holiday gift inspiration on TikTok, and 69% found unboxing and customer review videos greatly impacted their buying decisions.

TikTok is now more than just a platform for watching short videos — it is now a powerful tool for customers and businesses. Through dynamic content and real-time engagement, these platforms are redefining brand-audience interactions, making the shopping experience more immersive and influential. This blend of entertainment and commerce positions TikTok as a key player in shaping the future of retail, especially in terms of consumer behaviour and buying trends.

4) Green and Sustainable E-Commerce Solutions

Sustainability has become a key concern for both consumers and businesses today. In response to the growing environmental consciousness in the business community, many companies are now starting to incorporate green tech —  environmental applications of artificial intelligence, e.g., AI demand prediction — as a way to reduce waste and obsolescence. For example, Amazon Sustainable Development team’s ‘Shipment Zero’ programme has a goal of net-zero carbon emission for at least 50% of deliveries by 2030 by using AI, such as optimisation of inventory and logistics.

Another developing trend is the application of IoT for energy-saving warehouses. By real-time monitoring of energy consumption, this technology allows companies to decrease their carbon footprint and operational cost. 

Furthermore, carbon footprint tracking is becoming an integral part of sustainability strategies. The ‘Planet’ programme by Shopify allows customers to buy carbon-neutral products, directly supporting carbon removal initiatives. In the wake of customer demand for sustainability in buying behaviour, brands are sure to thrive in the dynamic e-commerce market.

5) Digitalised and AI-Driven Gifting Market

The digital gifting market in MENA is a rapidly widening market, fuelled by the need for frictionless and personalised gifting services. The market is growing as consumers want more and more valuable, tech-oriented gift experiences. Today, AI is front and centre in transforming the gifting experience by enabling prediction of consumer’s requirements using predictive analytics, as well as providing personalised recommendations.

Brands that use new technology are getting more adapted to their customers’ needs, making them more visible and accessible in a competitive market. Flowwow, a virtual gifting marketplace, is already using AI to offer customised digital gifting solutions, as part of the UAE’s digital vision and in response to rising consumer demands.

These five trends represent a deep shift towards personalisation, efficiency, and sustainability. Businesses that adopt these innovations improve efficiency and strengthen customer relationships in the MENA market.