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.

The decision by the UK government to impose customs duties or remove customs exemptions on low value e commerce parcels has been welcomed by retailers. However, the postponement of the regulation to 2029 is considered a delayed step. Local retailers state that they face a significant disadvantage when competing with low cost China based e commerce platforms and are calling for an acceleration of the process.

The UK Treasury announced that the customs exemption applied to products under 135 pounds (179 dollars) will be lifted no later than March 2029. However, retailers are not satisfied with the announced date. The CEO of the British Retail Consortium, Helen Dickinson, said that this date is “unacceptably late.” Citing government data showing that 1.6 million parcels benefit from this exemption every day, nearly twice as many as last year, Dickinson said, “Businesses cannot afford any further delay.”

Low cost platforms such as Temu, Shein, AliExpress and Amazon’s new service Amazon Haul benefit from the exemption by sending products directly from factories in China. This increasingly causes local retailers to fall behind in price competition.

Customs Exemption: The US and EU Move Faster

Customs exemption policies for low value parcels are changing rapidly between countries in global trade. Although the United States is the largest market for Shein and Temu, it removed the “de minimis” exemption for packages under 800 dollars for products coming from China and Hong Kong in May, and then abolished it entirely in August.

The European Union took a similar step, bringing forward its plan to eliminate the customs exemption for parcels under 150 euros from 2028 to 2026. South Africa began applying VAT on low value parcels last year, while Brazil introduced a 20 percent tax on international purchases under 50 dollars. The trend is clear worldwide: countries are narrowing or eliminating exemptions to protect local retailers.

Will the Price Gap Narrow

According to experts, the removal of the customs exemption will increase costs for international e commerce companies that ship directly to consumers. Andrew Thurston, Senior Customs Duty Manager at MHA, stated, “This regulation may reduce the price gap between online platforms and local stores. This could encourage consumers to return to UK retailers.”

Dan Finley, CEO of Debenhams Group, which owns Boohoo, argued that delaying the implementation “means billions of pounds in potential tax loss for the UK.” Boohoo has experienced significant declines in sales in recent years due to Shein’s aggressive growth. Similarly, Argos, owned by Sainsbury’s, said the timeline is too late and that the UK could become an “outlier” in international trade.

Rapid Implementation Requested Against Fast Growing, Low Cost Global E Commerce Platforms

While the UK government’s move to remove the customs exemption is seen as an important step toward protecting local retailers, industry representatives believe that postponing the regulation until 2029 will increase economic losses and weaken the country’s position in international competition. A faster implementation is being requested so that the UK retail sector can remain strong in the face of rapidly growing low cost global e commerce platforms.

EU to Eliminate €150 Customs Exemption in E-Commerce

An event titled “Türkiye E-Commerce Week” was organized by the Ministry of Trade of Türkiye with the aim of strengthening collaborations in the e-commerce sector, highlighting innovative solutions, and increasing the social and economic impact of digital trade. Speaking at the event held at Istanbul Lütfi Kırdar Convention Center under the theme “Future Commerce,” Minister of Trade Ömer Bolat emphasized that Türkiye is experiencing very rapid growth and transformation in e-commerce, saying, “One out of every five commercial transactions is now in the form of e-commerce.”

“Retail E-Commerce Volume is 1.5 Trillion Liras”

Bolat noted that the annual e-commerce volume worldwide rose to 6 trillion dollars last year and added: “The e-commerce volume in Türkiye has reached 90 billion dollars. Between 2019 and 2024, the e-commerce volume increased 21 times in Turkish lira terms. The retail e-commerce volume stands at 1 trillion 620 billion liras. This corresponds to 55 to 60 percent of the total e-commerce volume.

The growth rate of retail e-commerce in Türkiye is 18 percent, while the European average is 7 percent. With these figures, it is clear that e-commerce and retail e-commerce have been advancing rapidly in Türkiye since 2019. Investors value this sector and continue to make investments. Türkiye has become a highly attractive hub for international investors in the e-commerce industry.”

Bolat stated that the number of businesses engaged in e-commerce reached 600 thousand in 2024 and added that the total number of e-commerce transactions in Türkiye approached 6 billion in 2024, while retail e-commerce transactions reached 1 billion 850 million. He said, “In 2024, the share of e-commerce in our gross domestic product was 6.5 percent. When compared with Europe, we can observe a similar alignment.”

Başar: Artificial Intelligence Shows Its Strongest Impact in E-Commerce

General Director of Domestic Trade at the Ministry of Trade Adem Başar said, “Concepts such as artificial intelligence, machine learning, cloud technologies, and blockchain are securing a permanent place in almost every sector, and they show their greatest impact in e-commerce. Today, e-commerce operates across a wide range of fields, from algorithms that predict consumer behavior to artificial intelligence systems that optimize delivery processes, from fraud detection mechanisms to smart infrastructures that generate personalized offers. These developments not only change the nature of trade but also redefine the competitive power of nations.”

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