The annual back-to-school season has fueled an 18 per cent jump in online orders in the UAE compared to the same period last year, according to new e-commerce research.
The joint study by Flowwow, a UAE-based global gifting marketplace, and Admitad, a global performance marketing firm, analyzed more than 1.3 million online orders across the Middle East and North Africa (MENA) during July, August, and early September of 2024 and 2025. The report found that gross merchandise value (GMV) rose 22 per cent, while the average order value (AOV) climbed from $98 to $115 — a reflection of rising household spending, inflationary pressures, and the widespread adoption of digital shopping.
The UAE continues to be a key driver of this trend. Between 2023 and 2024, online orders in the country increased 15 per cent year-on-year, GMV surged 23 per cent, and the average basket size grew from $79 to $96. The shift toward mobile-first shopping also accelerated, with smartphone purchases accounting for 47 per cent of UAE orders in 2025, up from 39 per cent in 2023. Families are increasingly relying on apps and social platforms for last-minute buys, often consolidating purchases into larger bundles for efficiency.
The busiest shopping window was August 26 to September 1 last year, just before the new academic term. With the 2025 school year beginning on August 25, experts predict peak demand between August 20 and September 1. Dubai International Airport expects more than 3.6 million passengers during this period, underscoring the scale of seasonal movement and spending.
In the UAE, fashion led back-to-school shopping baskets with 27 per cent of purchases, followed by electronics (18 per cent), home and garden (14 per cent), car products (10 per cent), and toys and hobbies (8 per cent). Flowwow reported a sharp increase in back-to-school gifting, with orders on its platform rising 126 per cent year-on-year. Flowers made up 65 per cent of gift orders, followed by confectionary and bakery products (13 per cent) and edible bouquets (6 per cent). All were fulfilled by local small and medium-sized enterprises (SMEs), highlighting the role of independent retailers in seasonal sales.
“Back-to-School goes far beyond big-box retail. It’s a golden opportunity for small and independent sellers to thrive,” said Slava Bogdan, CEO and Co-founder of Flowwow.
Across the MENA region, consumer behaviors varied. Electronics (21 per cent) and fashion (19 per cent) dominated, though spending patterns differed by country. Kuwait recorded the highest average order value at $124, followed by the UAE at $96. Saudi Arabia and Qatar reflected more cost-conscious baskets at $49 and $46, respectively.
With the GCC’s student population projected to climb from 14 million to 15.5 million by 2029, analysts expect back-to-school shopping to remain one of the region’s most significant retail drivers, second only to mega-events like Black Friday and Ramadan.
