The social e-commerce platform Taager, founded in Egypt and headquartered in Saudi Arabia, has officially entered Morocco by launching its operations in Casablanca. This move marks the company’s first expansion into North Africa.

Taager was founded in 2019 by Abdelrahman Sherief, Ahmed Ismail, Ismail Omar, and Mohammed Elhorishy. The company offers services such as product sourcing, warehousing, shipping, and customer delivery, enabling anyone to establish and grow their own social e-commerce business. This step represents the company’s first North African expansion following its presence in Egypt, Saudi Arabia, and the UAE.

Taager Aims to Make Online Selling More Accessible for Digital-Focused Entrepreneurs

The expansion targets Morocco’s rapidly growing e-commerce sector. Taager aims to make online selling more accessible for young, digital-focused entrepreneurs. Taager’s entry into Morocco reflects the increasing regional demand for low-barrier e-commerce tools. With its young population and rising digital transformation, Morocco represents a high-potential market for the company’s MENA expansion strategy. Earlier this year, Taager completed a pre-Series B funding round of $6.75 million, led by the Africa-focused tech investment fund Norrsken22.

“Our Goal Is to Reduce the Barriers Preventing Young People from Starting Online Businesses”

Taager Co-Founder Abdelrahman Sherief said, “Morocco brings together a connected young population and a strong digital ecosystem. Our goal is to reduce the barriers that prevent young people from starting online businesses.”

Taager’s Moroccan operations will be led by Salma Ammor, who has experience scaling digital ventures. Ammor will focus on providing Moroccan youth with the tools they need to accelerate their businesses. She summarises the company’s mission as follows: “Our aim is to equip young Moroccan entrepreneurs with accessible e-commerce tools that enable them to build and grow their own businesses.”

Increasing internet penetration, mobile-first shopping habits, and the rise of social commerce are turning Morocco into an attractive hub for e-commerce innovation in North Africa. Industry data shows that online spending in the Moroccan e-commerce market exceeds $1.6 billion annually, with expectations of double-digit growth through 2027. Much of this momentum comes from young sellers and shopping trends driven by social media.

The Netherlands is preparing to introduce a new handling fee on low-value e-commerce parcels arriving from outside the European Union, joining several other European countries that have recently taken similar measures. Governments across Europe are implementing such policies to relieve pressure on customs systems that are struggling under heavy workloads.

Dutch authorities are considering a fee ranging from €0.50 to €2 per item for products valued under €150. The initiative aligns with similar regulations announced by France, Belgium, and Luxembourg, which are expected to take effect in early 2026. The primary driver behind these measures is the surge of millions of low-value parcels entering EU countries mostly from Asian marketplaces, particularly in China.

According to Dutch public broadcaster NOS, policymakers in The Hague are concerned that if neighbouring countries apply their fees earlier, major e-commerce platforms may redirect shipments to Dutch hubs such as Schiphol Airport or the Port of Rotterdam to avoid the extra cost. This diversion could result in significant customs bottlenecks.

EU-Wide Fee on the Way, but Months Until Implementation

The European Union is developing an EU-wide handling fee as part of its broader customs reform strategy. However, the measure is not expected to take effect until November 2026. The Netherlands and the Benelux countries argue that this timeline is too late to alleviate the mounting pressure on national customs systems.

A European Commission spokesperson previously stated that the fee aims to eliminate the fragmented structure created by unilateral decisions of member states and to establish a “fair and harmonised framework.” Until then, however, many countries appear determined to move forward with their own national measures.

Warnings from Dutch Industry Representatives: Market Disruptions Likely

Air Cargo Netherlands (ACN), a leading industry association, supports an EU-wide harmonised fee but warns that implementing national fees too early could cause significant market distortions.

ACN notes that Dutch parcel carriers may not have sufficient time to adjust their systems to collect the new fees. The organisation also predicts potential job losses if shipments are rerouted through countries that do not impose such fees—such as Lithuania, the Czech Republic, or Hungary before being transported back into Western Europe.

In its statement, ACN said: “We recognise the need to strengthen customs capacity to manage the extraordinary rise in e-commerce volumes. However, a fee applied at the EU level is the only balanced and effective solution. National measures may shift air cargo flows to other countries, increase consumer costs, and weaken oversight of product safety.”

European Customs Systems Under Heavy Pressure Due to Asian Parcels

The surge in low-value e-commerce imports—mostly small parcels shipped from Asian marketplaces such as Temu and Shein—has exposed vulnerabilities in the EU customs infrastructure. Reports from multiple institutions, including the European Court of Auditors, highlight major challenges, including:

• Millions of low-value parcels with inaccurate declarations
• Insufficient staff for physical inspections
• Health and safety risks posed by unregulated goods
• Increasing pressure on postal and express delivery operators

France and Belgium have warned that without new fees and tighter controls, their national customs systems could “collapse under current volume growth.”

A Critical Year for Europe’s E-Commerce Regulations

The Netherlands’ proposal indicates that EU countries are becoming increasingly divergent in their responses to the e-commerce surge. While there is broad support for a harmonised solution, different implementation timelines may create new bottlenecks and market distortions across the logistics chain.

Until the EU’s comprehensive customs reform is fully implemented, European governments must navigate a delicate balance: protecting national logistics capacity while avoiding unintended economic consequences. The Dutch government is expected to announce its next steps in early 2026 following consultations with industry stakeholders.

EU to Eliminate €150 Customs Exemption in E-Commerce

NielsenIQ has released its “State of the Nation – Q3” report for the UAE and Saudi Arabia. While Modern Trade remains the largest channel, e-commerce is driving growth across both markets. According to the third-quarter “State of the Nation” report, the consumer basket continues to expand throughout the Middle East. However, spending behaviors in the United Arab Emirates (UAE) and Saudi Arabia vary significantly.

The report shows that the snacking category leads growth in the UAE, while Pet Care ranks first in Saudi Arabia, followed by snacking. In both markets, consumers exhibit a polarized shift toward value and premium segments, with the premium segment growing the fastest in the UAE.

“Contrasting Consumer Behaviors in Saudi Arabia and the UAE Present an Opportunity for Suppliers”

NielsenIQ APP General Manager Andrey Dvoychenkov stated: “Saudi consumers prioritize value in grocery shopping but are willing to spend on premium technology. In the UAE, spending is strong at both the entry-level and premium ends, offering suppliers opportunities to serve both segments. The contrasting consumer behaviors in the Saudi and UAE markets present a clear opportunity for suppliers: cater to value-oriented shoppers in certain categories while capturing premium demand in others.”

Product Variety in the Middle East Market Has Increased Significantly

Fast-Moving Consumer Goods (FMCG) and Tech & Durables (T&D) categories recorded strong growth in the 12 months leading up to September 2025. This growth is attributed to the notable increase in product variety entering the Middle Eastern market.

In the UAE, FMCG revenues increased by 7.7%, while the T&D sector grew by 6.9%.
A similar trend was observed in Saudi Arabia, where consumers increased their spending on food and technology products. FMCG revenues rose by 1.7%, and T&D registered growth of 4.5%.

Key highlights from the report include:

• Saudi consumers are prioritizing value in groceries while increasing their technology spending.
• UAE consumers are investing more in premium food baskets, while displaying relatively cautious behavior in tech categories.

Traditional Trade and E-Commerce Rapidly Expanding Their Roles in the Consumer Journey

Where consumers shop has become just as critical as what they buy. The Middle Eastern market clearly demonstrates the necessity of a strong omni-channel strategy across FMCG and T&D sectors.

According to NielsenIQ, Modern Trade remains the dominant channel for food and technology purchases, accounting for approximately 70% of FMCG sales in the region. However, both Traditional Trade and e-commerce are rapidly expanding their roles in the consumer journey. E-commerce gained two percentage points compared to last year, reaching 5.6% of FMCG sales in Saudi Arabia and 11.9% in the UAE. E-commerce ande traditional channels also remain significant, representing 23% of FMCG sales in Saudi Arabia and 18% in the UAE.

The Tech & Durables market similarly requires a strong omni-channel presence. Organized retail accounts for more than 75% of T&D revenues in the Middle East, while the online/e-commerce channel contributes nearly one-third of total sales.

How Are Consumer Dynamics Shaping in Saudi Arabia and the UAE?

In Saudi Arabia, a clear divergence exists between grocery and technology spending. In FMCG, consumers are increasingly opting for value segments compared to the previous year, while premium brands dominate T&D. This indicates that Saudi consumers focus on essential needs in groceries but are willing to spend more on high-end technology products.

Growing FMCG categories:

• Pet Care: +13%
• Snacking: +6%
• Beverages: +3%

In T&D, premium categories lead the market:

• Smartphones: +7%
• TVs: +2%
• Tablets: +6%

In the UAE, consumer behavior is more diverse across both FMCG and T&D. In FMCG, both value and premium segments grew by more than 20% year-on-year. In T&D, value (+3.6%) and premium (+7.5%) products outperformed the mainstream segment (+6.0%).

A Statista analysis warns that tariffs in the United States are not only a trade policy instrument but a force capable of reshaping the country’s e-commerce landscape over the next five years.

If high tariffs remain in place, the U.S. e-commerce market is expected to contract sharply. According to Statista, the tariff policies proposed for 2025 could lead to a $320 billion loss by 2029 compared with a free-trade scenario. The report estimates that U.S. online sales would reach $1.84 trillion by 2029 without tariff changes. Under a high-tariff regime, however, the figure would fall to $1.52 trillion, a decline of nearly 17%.

What Does Trump’s Scenario Mean?

Statista uses a model based on proposals by former President Donald Trump, which involve substantial tariff increases. In some categories, rates would triple, pushing U.S. tariffs to their highest level since 1969. Some countries may receive negotiated reductions China, for example, would see certain tariffs drop from 145% to 55%. Still, the overall tariff framework would significantly raise the cost of goods imported from Asia, Europe, and Latin America.

How Would Tariffs Impact E-Commerce?

The effects extend beyond price hikes. According to Statista:

• 76% of Amazon sellers and 71% of D2C brands expect higher product costs.
• More than 60% of surveyed companies plan consumer price increases.
• 44% of Amazon sellers are considering shifting production out of China.
• Fashion and home goods could face notable declines in global competitiveness.
• In fashion, the average tariff would jump from 1.83% to 12.55%.

A Strategic Test for the E-Commerce Sector

Statista’s findings show that tariffs could reshape every part of the value chain from importers and distributors to marketplaces and end consumers. For companies, success will depend on rapid adaptation, supply-chain diversification, and stronger value propositions in a higher-cost and more competitive environment. For consumers, the challenge will be maintaining access to competitive prices without compromising variety or quality.

US Tariff Ruling 2025: What It Means for E-Commerce Sellers?

The MENA E-Commerce Community held its first meetup on June 21, 2023, in Dubai. This event brought together approximately 60 professionals from across the ecosystem. Participants included D2C brand founders, manufacturers, marketplace sellers, top executives, service providers, and representatives from free zones and government entities. The community’s mission is to help e-commerce entrepreneurs in the Middle East and North Africa connect, learn, and grow. By fostering knowledge sharing and collaboration, it aims to accelerate the growth of this dynamic regional market.

We spoke with Vera Romazanova, President of the MENA E-Commerce Community, about e-commerce in the MENA region and the community’s goals.

“Collaboration, Not Competition”

In response to the question, “What inspired you to establish the e-commerce community?” Vera Romazanova said, “The initial idea came from Leo Dovbenko, the founder of OS MENA, a Business Software Provider and Systems Integrator. He saw the need for stronger industry collaboration in the region. When I joined, we became co-founders of the MENA E-Commerce Community. From day one, our goal was not just to bring people together for events, but to build a lasting ecosystem where entrepreneurs could receive support at every stage of their journey.”

“This spark came after co-hosting the Marketplace and D2C Conference in Dubai in 2023,” Romazanova added. “The strong turnout and feedback showed us that professionals were hungry for a trusted, neutral space to share experiences, tools, and challenges. From there, the community was designed as a hub where entrepreneurs, top executives, and service providers could come together.”

Romazanova also mentioned that they are open to partnerships that bring tangible benefits to their members, such as knowledge-sharing, business opportunities, or innovative services to help entrepreneurs grow faster and more sustainably. She noted, “At the heart of our community is this principle: Collaboration, not competition. For us, success is not about guarding knowledge but sharing it. By sharing insights, entrepreneurs can shorten learning curves, avoid costly mistakes, and collectively elevate the market. Our experience shows that collaboration always creates more value than competition.”

Services Offered by the MENA E-Commerce Community

The MENA E-Commerce Community offers a one-stop ecosystem where entrepreneurs, executives, and partners can access expertise, collaboration, and opportunities:

• Exclusive offline gatherings (business breakfasts, networking meetups, mastermind sessions)
• Private community chats (peer-to-peer problem-solving in minutes)
• Business case analyses, where entrepreneurs share challenges and receive structured feedback from peers and experts
• Brand promotions and giveaways for visibility and engagement
• Business missions, field trips, and webinars offering behind-the-scenes access to warehouses, logistics hubs, and leading corporations

“UAE Leads E-Commerce in MENA”

Vera Romazanova assessed the development of e-commerce in MENA with the following words: “The MENA region has firmly positioned itself as one of the fastest-growing digital economies in the world. The total e-commerce value is expected to surpass USD 50 billion by 2025, with the UAE leading the charge. In the UAE alone, market volume has reached USD 4.8 billion, showing an 85% increase since 2019, and it is expected to continue growing at a 20% compound annual growth rate (CAGR) through 2027.”

According to Romazanova, the structural factors driving this momentum are as follows:

• User penetration is already at 70%, with more than 30% of the population shopping on their smartphones at least once a week, well above the global average;
• The UAE’s role as a logistics and business hub, combined with a small but wealthy population and a neutral geopolitical stance, makes it an attractive launchpad for regional and international brands;
• Government initiatives (digital IDs, pro-business regulations);
• Fintech adoption (BNPL, digital wallets) are reshaping consumer behavior.
• Categories such as fashion, consumer electronics, food & beverages, and cosmetics are among the fastest-growing, which also aligns with the expertise of our community members.
• The next frontier is adaptation and innovation: quick commerce, social commerce (projected to be USD 3.7 billion by 2025), and creative approaches to customer engagement.

“The MENA AI Market is Expected to Reach USD 166 Billion by 2030”

Regarding AI and innovation in e-commerce, Romazanova said, “The most transformative force today is artificial intelligence. The MENA AI market was valued at approximately USD 12 billion in 2023 and is expected to grow at over 44% annually, reaching USD 166 billion by 2030. On the consumer side, 53% of shoppers in the UAE, Egypt, and Saudi Arabia have already used AI-powered visual search, and 37% trust such tools in their shopping journey.”

Romazanova also explained how these trends are reflected in business practices within the MENA E-Commerce Community: “Members are using AI chatbots / virtual assistants in customer support, which leads to shorter response times, fewer support tickets, and better customer satisfaction. Brands are using predictive analytics to optimize inventory and demand forecasting, reducing costs and stockouts. Marketing teams are using AI tools to personalize campaigns, generate content ideas, and optimize creatives, saving time, testing more hypotheses, and improving ROI. By facilitating these exchanges, our community ensures that entrepreneurs don’t just follow global trends but implement AI in practical, results-driven ways.”

MENA E-Commerce Community in Numbers

Since 2023, the MENA E-Commerce Community has held 10 offline events. These events featured speakers and participants from Talabat, Toys R Us, Bath & Body Works, WhatsApp, TikTok, OS MENA, Dubai CommerCity, Wondergifts, Platinumlist, Himalaya Wellness, FixPrice, and others.

Some key data on the community’s activities:

• 20+ countries
• 250+ members
• 1,700+ applications
• 60–100 attendees

Main categories:

• Food & Beverages (22%)
• Clothing/Underwear (17%)
• Home & Kitchen (13%)
• Electronics (13%)
• Beauty (12%)

Distribution by platforms:

• Amazon (24%)
• Noon (18%)
• Own websites (17%)
• Namshi (11%)
• Talabat (7%)
• Careem (7%)
• Momsworld (6%)

“E-Commerce is Lowering Barriers for Women Entrepreneurs”

Romazanova assessed the impact of e-commerce on women entrepreneurs in the MENA region with the following words: “E-commerce has lowered barriers for women entrepreneurs. Unlike traditional retail, which often requires significant upfront capital and physical presence, digital channels allow women to launch and scale businesses with greater flexibility.

In our community, we see women founders building successful brands in categories like cosmetics, dietary supplements, fashion, and kids’ products. Access to professional networks like ours further amplifies their growth by providing visibility, mentorship, and access to potential partners. I believe e-commerce is one of the strongest enablers of female entrepreneurship in MENA today.”

Challenges Faced by E-Commerce Entrepreneurs in MENA

Vera Romazanova, President of the MENA E-Commerce Community, highlighted three main challenges faced by e-commerce entrepreneurs in the region:

• Market entry and localization – understanding cultural differences and diverse consumer behaviors,
• Regulatory and compliance complexity – VAT, corporate tax, cross-border regulations, and licensing in free zones,
• Operational hurdles – reliable logistics, fulfillment, payment solutions, and digital marketing ROI.

Romazanova said, “That’s why our formats like Business Case Analysis are so effective; members can openly share these challenges and immediately receive advice from peers and experts who have already solved similar issues.”

“Success in MENA Requires Testing Multiple Customer Segments”

Vera Romazanova provided the following advice to e-commerce entrepreneurs looking to expand into the MENA region: “First, carefully analyze your product-market fit. What works in Europe or Asia may not resonate here. Second, allocate a sufficient testing budget. Success in MENA often comes from running multiple experiments across different customer segments before finding the right formula.

Third, invest in creativity. The region is multicultural and competitive, so your brand must stand out. Build a team that thinks creatively about marketing, storytelling, and customer engagement. Finally, plug into communities like ours. Peer support and collaboration can save months of trial and error. I strongly believe in collaboration over competition; by sharing knowledge and resources, entrepreneurs can collectively raise the standard of the entire ecosystem.”

About Vera Romazanova

Vera Romazanova began her career in computer vision-based SaaS. She managed business development and digital transformation for neural network-based video analytics solutions. She worked with retailers, telecoms, and banks across EMEA, the USA, and APAC. Additionally, she worked in the B2C space selling cloud-subscription-based security cameras through e-commerce, which gave her first-hand experience in manufacturing, international logistics and fulfillment, payments, and digital marketing.

After moving to Dubai in early 2023, she joined OS MENA, a Business Software Provider and Systems Integrator for retail and e-commerce. There, she was responsible for developing strategic partnerships and building relationships with new clients. This role provided her with a comprehensive view of how the regional e-commerce ecosystem operates and transforms across technology, retail, and logistics, and highlighted how partnerships can accelerate growth. This experience laid the foundation for her work in developing the MENA E-Commerce Community, where these insights could be shared and scaled among entrepreneurs.

The New Issue of WORLDEF E-COMMERCE MAGAZINE is Now Available!

Ethiopia has taken another significant step toward accelerating digitalization in its manufacturing sector. The new B2B e-commerce platform E-Tamirt, developed in collaboration between the Ethiopian Ministry of Industry and Ethio Telecom, aims to enable manufacturers to connect directly with one another, speed up input procurement processes, and increase industrial efficiency.

The E-Tamirt platform not only provides a channel for trade but also seeks to reduce supply chain disruptions that have long hindered the country’s manufacturing sector. Speaking at the launch ceremony, Minister of Industry Melaku Alebel described E-Tamirt as “a critical infrastructure for strengthening Ethiopia’s manufacturing capacity.”

“There Is No Competing Without Modern Marketing and Digital Solutions”

Melaku Alebel emphasized that Ethiopia’s manufacturing industry must be supported with digital tools in order to remain competitive in global markets. He noted that the platform will increase access to cost-effective products in both the local market and intra-African trade, thereby directly enhancing the competitiveness of manufacturers.

The Minister also highlighted the crucial role of e-commerce in Ethiopia’s transition from a consumption-based economic model to a production-based one, stating: “Digitalization will not only accelerate our manufacturing sector; it will strengthen our culture of innovation and enhance Ethiopia’s sustainable competitive advantage.”

Digital Economy Expands Across Africa

According to the African Union’s 2024 Digital Trade Report, the continent’s digital trade volume is growing by an average of 15% annually. Ethiopia aims to become one of East Africa’s most e-commerce-friendly countries by accelerating its infrastructure investments. Experts believe that platforms like E-Tamirt could open new market opportunities for export-oriented manufacturers, especially with the opportunities created by the African Continental Free Trade Area (AfCFTA).

Another independent analysis reveals that 40% of Ethiopian manufacturers face challenges in securing consistent access to raw materials, and that the platform could lower costs by increasing transparency and speed in procurement processes.

Manufacturers Welcome E-Tamirt: A Long-Awaited Step for the Sector

Leading industry associations in the country have welcomed the launch of E-Tamirt. According to industry representatives, the platform will reduce supply chain bottlenecks, lower production costs, and strengthen local manufacturing in competition with imported products. It will also diversify sales channels for small and medium-sized enterprises. SMEs especially emphasize that E-Tamirt will “create equal opportunities by reducing market entry costs.”

Digitalization Supports Ethiopia’s Production-Focused Economic Vision

Under the 2025–2030 Digital Industry Strategy, Ethiopia aims to double the use of digital trade tools in the manufacturing sector. E-Tamirt is seen as the first major step in this transformation. According to experts, if the platform succeeds, the share of e-export could increase rapidly, transparency in product procurement and pricing could improve, and a data-driven decision-making culture could develop within the industrial sector.

With the launch of E-Tamirt, Ethiopia has joined the ranks of countries strengthening their manufacturing industries through digital infrastructure. The platform is expected to both facilitate manufacturers’ operations and reinforce Ethiopia’s position in intra-African trade.

Kazakhstan has been experiencing a remarkable transformation in digital commerce in recent years. As both consumer shopping habits and the way companies conduct business rapidly evolve, the country’s e-commerce ecosystem has grown sevenfold since 2020, making it one of the most dynamic markets in the region.

Ansar Orazaliyev, Director of the Department for Domestic Trade Development at the Ministry of Trade and Integration, stated at a press briefing on December 1 that this rapid growth parallels global trends. Orazaliyev noted that nearly one-third of the world’s population now shops online, adding that the momentum in digital commerce is clearly visible in Kazakhstan as well.

Kazakhstan’s Share in the $6.3 Trillion Global Market Is Increasing

According to international research, the global e-commerce market reached $6.3 trillion in 2024. Forecasts for 2025 indicate continued strong growth, with the market moving toward the $7 trillion range. AI-powered personalization, automation, and logistics innovations are reshaping the structure of global trade — a transformation strongly felt in Kazakhstan, too.

Kazakhstan’s Target: 18.5% E-Commerce Share by 2029

In Kazakhstan, e-commerce has now become a significant component of total retail trade. Online shopping reached 3.2 trillion tenge (approximately $6 billion) in 2024, accounting for 14.1% of total retail. The government aims to raise this share to 15% by the end of 2025 and to 18.5% by 2029.

Consumer behavior is also becoming clearer. Electronics, mobile phones, and light industrial goods make up more than 60% of online sales. Food and everyday consumer products, meanwhile, are emerging as a rapidly growing category. Demand for e-grocery services is increasing at double-digit rates, particularly in major cities.

Artificial Intelligence and Digital Platforms Are Transforming Trade

The main driver pushing the sector forward is technological innovation. AI-based recommendation systems offer personalized shopping experiences, while automation and advanced logistics solutions improve delivery speed. Ongoing infrastructure investments by local marketplaces also facilitate the digital transformation of businesses.

Digitization: The New Engine of Retail

Experts state that in the coming years, the strongest growth in Kazakhstan’s retail sector will come from digital channels. Increasing internet access, the young population’s strong interest in online shopping, and the government’s e-commerce-friendly policies continue to support the sector. Kazakhstan is not only witnessing a shift in consumer habits but also ushering in a new digital era in the overall structure of trade. The country is rapidly becoming one of Central Asia’s fastest-growing e-commerce hubs.

• Black Friday online sales hit $11.8 billion, up 9.1% from last year, Adobe Analytics says
• AI tools help consumers find deals, boosting online shopping
• Physical store traffic subdued due to inflation, trade policy concerns
• Cyber Monday projected to hit $14.2 billion in online sales, Adobe says

Despite wider economic uncertainty hovering above this year’s holiday season, shoppers turned out in big numbers for Black Friday — spending billions of dollars both in stores and online.

Adobe Analytics, which tracks e-commerce, said U.S. consumers spent a record $11.8 billion online Friday, marking a 9.1% jump from last year. It was a slight increase from the company’s spending estimate of $11.7 billion.

Traffic particularly piled up between the hours of 10 a.m. and 2 p.m. local time nationwide, when $12.5 million passed through online shopping carts every minute. Mobile shopping was estimated to drive more than half of all sales, according to Adobe.

Consumers also spent a record $6.4 billion online on Thanksgiving Day, per Adobe. Top categories that saw an uptick in sales across both days included video game consoles, electronics and home appliances. Shopping services powered by artificial intelligence and social media advertising have also particularly influenced what consumers choose to buy, the firm said.

Meanwhile, software company Salesforce estimated that Black Friday online sales totaled $18 billion in the U.S. and $79 billion globally. And e-commerce platform Shopify said its merchants raked in a record $6.2 billion in sales worldwide on Black Friday. At its peak, sales reached $5.1 million per minute – with top categories including cosmetics and clothing, according to the Canadian company.

As a result, in-store traffic has continued to dwindle. Initial data from RetailNext, which measures real-time foot traffic in physical stores, found that U.S. Black Friday traffic fell 3.6% from 2024.