E‑commerce in the GCC has entered a new era of explosive growth. In the UAE alone, online retail sales are projected to increase from USD 11 billion in 2024 to nearly USD 19 billion by 2029. Social commerce—via Instagram, TikTok Shops, and WhatsApp—is expected to reach US $9.92 billion by 2025.
The Gulf’s beauty and personal care market is valued at over US $46 billion, poised to hit US $60 billion by 2025, with wellness-led offerings fueling much of that lift.
The main reasons for this increase are three lifestyle categories—perfumes, fashion, and wellness—that not only generate high sales but also resonate deeply with regional culture and consumer identity.
Market Momentum
The total Apparel sector (including modest wear and fast fashion) is projected to be worth US $36.8 billion in 2025. Consumer behavior is shifting—over 70% of GCC shoppers now prefer purchasing non-essential items online. Platforms like Namshi, Noon, Amazon, Ubuy, Boutiqaat, and Golden Scent dominate the space.
Meanwhile, regional conglomerates such as the UAE’s Apparel Group report massive expansion, with plans to launch hundreds of stores across the Gulf—highlighting the synergy between online and offline retail. Social commerce is also surging, powered by influencer collaborations and live-shopping events.
The result? A thriving e-commerce ecosystem built for speed, personalisation, and regional relevance.
Perfumes: Tradition Meets Digital Demand
Fragrance holds deep cultural value in the Gulf—rooted in centuries-old rituals but now evolving through digital retail. Consumers increasingly seek scents that blend tradition (oud, musk) with modernity, including functional fragrances designed for mood and wellness benefits.
Online platforms are fueling this boom. Regional consumers frequently demand brands like Lattafa, Rasasi, Swiss Arabian, Emirates Pride, Anfas Al Kahleej, and Ajmal. Reddit and local forums also highlight preferred names such as Amouage, Afnan, Al Rasasi, and Lattafa—balancing rich legacy brands with more affordable, high-performance alternatives
Here is a popular comment from Reddit (Saudi Arabia):
“Anfas Al Khaleej and Emirates Pride … their perfumes last 8–12 hours and leave a scent trail when you walk or leave a room”.
Industry watchers predict the region’s fragrance category will lean increasingly toward narrative-driven, niche scents backed by influencer buzz and international e‑commerce.
Fashion: Modest, Streetwear & Luxury All in One Cart
GCC fashion e‑commerce is outperforming global peers in average spending per order. Modest fashion—especially abayas and co‑ord sets—is strong in Saudi Arabia, the UAE, and Kuwait, while streetwear and athleisure attract younger shoppers.
Demand for fashion is increasingly shaped by Ramadan capsule launches, influencer drops, and AI-powered personalisation. A Twitter-based sentiment analysis confirms that sustainability and streetwear are key trend drivers across the Gulf.
Major players include Namshi, Ounass, Sivvi, and Trendyol, which launched Gulf operations in 2023 and gained traction with over 30,000 daily orders. Meanwhile, Apparel Group is aggressively growing both online and physical stores across GCC markets.
Wellness: A New Definition of Self-Care
Wellness is no longer a niche—it’s a lifestyle. In the GCC, over 30% of consumers avoid ultra-processed foods and another third take dietary supplements regularly. Corporate wellness markets and wellness tourism also report rapid expansion, with Saudi Arabia’s wellness economy expected to grow by 66% annually and halal cosmetics anticipated to reach US $115 billion by 2032
Beauty‑wellness hybrids are taking root—brands like MZN Bodycare and Asteri Beauty incorporate regional ingredients (prickly pear oil, date seed extract) for holistic appeal. Functional scents and mood-enhancing perfumes further blur category lines
Popularly searched and purchased products in the space include Korean skincare, collagen powders, hair growth oils, magnesium gummies, facial massagers, and journaling products promoted via TikTok and Instagram marketing.
What’s Driving These Categories to the Top?
• Cultural Relevance & Identity
Fragrances are meaningful gifts and status markers; modest and luxury fashion speak to both tradition and modern identity; wellness reflects rising health awareness in a region with high obesity and chronic conditions.
• Easy to Discover, Ship & Repeat Purchase
These items are small, intimate, highly visual, and easy to sample—perfect for influencer content, gift bundles, subscription boxes, and refill-based e‑commerce.
• Influencer & Video-Fueled Economy
Short-form video, unboxing reels, and influencer endorsements help convert awareness into sales—perfumes in particular benefit from ASMR-like sensory marketing via TikTok and Instagram.
• Strong Margins & Customer Loyalty
These categories offer repeat buying cycles (refills, skincare routines, outfit capsules), which drive sustainable revenue for platforms prioritizing retention.
A Future of Innovation
Smart GCC retailers are increasingly bundling together perfume, fashion, and wellness products in themed campaigns—Ramadan Glow Boxes, summer wardrobe + fragrance pairings, and curated wellness sets for travel.
Innovations on the horizon include:
- AI‑powered recommendations and virtual try-ons
- Livestream shopping via TikTok and Instagram
- Personalized subscription services
- Rise of gender‑neutral, halal beauty, and wellness tech
Platforms like V Perfumes, which now sells niche and global fragrances online throughout GCC and Europe, exemplify how quality and digital-first infrastructure can scale rapidly.
The GCC’s e‑commerce boom
The GCC’s e‑commerce boom isn’t just about scale—it’s about culture, identity, and aspiration expressed through fragrance, fashion, and wellness. Between US $46–60 billion in beauty‑wellness and US $10 billion+ in fashion, these lifestyle categories have emerged as defining forces in digital retail. Consumers in the Gulf invest majorly in these product types not just for utility, but for self‑expression, wellbeing, and prestige.
Brands that blend local relevance, curated storytelling, and digital-first convenience are winning—and they reflect the future of Gulf retail. The verdict is clear: perfume, fashion, and wellness are not just high‑demand categories—they are the beating heart of the GCC’s e‑commerce revolution.
