During Ramadan, daily sales experience a significant increase, largely due to the promotional campaigns initiated by e-commerce platforms, which in turn boosts consumer interest in purchasing essential goods. Several experts and officials have confirmed that sales through e-commerce platforms have surged by over 21%. They noted that Ramadan consistently witnesses a strong rise in demand for consumer products.
A report by “Mordor Intelligence” forecasts that the e-commerce market in the UAE will reach $21.01 billion by 2031, with a compound annual growth rate of 11.29% during this period. The current market activity and shopping trends during this holy month are highlighted.
Clear Shift
In the UAE, Talabat Mart has reported record numbers at the start of Ramadan, with order volumes increasing by 21% on the first day of the month. Preliminary data shows a robust demand for a wide range of essential products, particularly fresh produce, dairy items, ready-to-cook meal components, as well as dates, traditional sweets, and beverages.
Alex de Zelicour, the General Manager of Talabat Mart, remarked that Ramadan completely alters daily routines, which is reflected in customer behavior. What we observe is not merely a seasonal increase in demand but a growing reliance on rapid commerce solutions, as families prioritize convenience, speed, and flexibility during peak preparation hours. These trends signify a notable shift in consumption patterns during peak seasons, as rapid commerce plays a critical role when demand spikes. Balancing preparations for family iftars and work responsibilities makes ease and speed crucial factors in purchasing decisions.
Gradual Increase
Mark Golmeh, Senior Marketing Manager at Noon, indicated that Ramadan always sees a considerable increase in demand for their services due to stock preparations, gifting, and heightened home consumption. He noted that from the first week of the holy month, there is a gradual rise in visits and orders, with a significant spike around the middle of Ramadan and leading up to Eid al-Fitr, as customers prepare for gatherings and last-minute shopping. Additionally, shopping activity shifts towards the evening hours, peaking after iftar. This growth is supported by reliable and swift delivery services. Sales of daily necessities, such as groceries, household essentials, Ramadan beverages, kitchen items, and personal care products are among the largest contributing categories, especially as Eid approaches. Notably, on Noon Minutes, there is a marked increase in demand for fast-moving essential goods and last-minute purchases, reflecting shopping habits close to iftar and suhoor.
Regarding the impact of Ramadan promotions and discounts on consumer behavior and average basket size, Mark stated that Ramadan offers significantly encourage customers to shop more and explore new products. With strong promotions, people tend to purchase larger quantities, gather products, and discover diverse categories. Meeting genuine customer needs not only enhances average basket value but also fosters loyalty, as customers return to shop repeatedly throughout the month.
Intense Competition
Several shoppers at retail centers have noted that the heightened competition among e-commerce platforms during Ramadan has positively affected them through a variety of offers and discounts. Ahmed Salem commented that shopping through online platforms allows for swift price comparisons and selecting the best deals without the need to visit multiple stores, adding that exclusive Ramadan offers significantly save him money.
Mariam Al-Hosni mentioned that the benefit of rapid delivery during peak hours has aided her in balancing work and iftar preparations, emphasizing that having essential products available at the touch of a button has become a key convenience. Khalid Al-Taniji underscored that the variety of payment options and promotional choices, along with speed, are major advantages motivating him to shop online.