Developed in partnership between EMARKETER and the RLC Global Forum, the new “Global Digital Index: GCC Edition” report provides practical insights into digital engagement, cross-border e-commerce, and the evolving behaviors of consumers in the Gulf.

The research highlights a paradox that extends beyond the region: high digital engagement does not always translate into high e-commerce penetration. While consumers in Saudi Arabia, the UAE, and Qatar spend significant time on social media and streaming platforms, retail e-commerce remains in its early stages. In Saudi Arabia, e-commerce accounted for just 7.2% of total retail sales in 2023, far behind global leaders like China, where e-commerce penetration nears 50%. More broadly, EMARKETER forecasts that in 2025, only one of 66 tracked countries—the Philippines—will achieve retail e-commerce growth above 20%. This underscores the reality that traditional indicators, such as a young, mobile-first population, do not guarantee rapid digital commerce expansion.

The Gulf’s digital marketplace is increasingly shaped by cross-border e-commerce giants like Shein and Temu, which have dominated mobile app downloads and consumer engagement in the region. However, the research suggests these platforms may be reaching a saturation point—mirroring trends seen across Asia, where once-dominant players are beginning to show signs of slowing growth. This shift presents a strategic opportunity for local businesses to differentiate through improved product selection, convenience, and innovative physical-digital retail experiences.

By positioning the Gulf’s digital trends within a global context, this report offers a comparative view of digital engagement across different regions, including Asia, Europe, and Latin America. It highlights where markets over- and underindex in key e-commerce metrics, helping stakeholders understand not just where the Gulf is headed, but how its trajectory compares to other regions.

As the first in a series of reports from EMARKETER and the RLC Global Forum, this study serves as a critical resource for businesses, policymakers, and investors. It is more than just a collection of data—it is a roadmap for navigating the complex, evolving world of digital commerce in the GCC and beyond.

Read the full report.