MEA E-Commerce Footwear Market

MEA E-Commerce Footwear Market Analysis

The MEA E-Commerce Footwear Market is expected to register a CAGR of 8.35% during the forecast period.

• One of the main factors propelling the e-commerce footwear business is the increased desire for stylish, trendy, yet comfortable footwear across all age groups coupled with the convenience of purchasing these products through various sales channels, including a wide selection of products available online, time-saving perspective, user-friendly online shopping portals, hassle-free online payments, and in-home delivery, from third-party online stores and e-commerce players, which has aided the market's rise in terms of value sales.
• Also, the industry has been mostly driven by the emergence of sports-specific footwear for sports like football, cricket, basketball, and golf. For instance, in May 2023, Duca del Cosma South Africa, the renowned luxury golf footwear brand, launched its new range of golf shoes. The company claims the new range of golf shoes has waterproofing technology, high-performance spikeless outsoles, and advanced cushioning systems, which provide comfort and support to the customers. The 2023 golf shoe collection from Duca del Cosma South Africa is offered for sale on the company's website as well as in a selection of pro shops across the country.
• Also, established enterprises and large corporations are moving towards Internet commerce due to the decreased cost of communication and infrastructure. E-commerce makes it possible for the company to communicate with customers more effectively, increasing the firm's exposure. E-commerce is also fueled by online marketing platforms like Facebook, Instagram, and Google AdWords to attract more clients and save expenditure from costly television ads.
• Moreover, E-commerce platforms and retailers have been expanding their presence throughout the Middle East and Africa in response to this growing demand. To enhance the purchasing experience for consumers in the region, they have launched localized websites, mobile apps, and payment methods.
• Furthermore, important government bodies in several nations are actively encouraging sports participation to meet the country's health and wellness objectives. During the forecast period, this is anticipated to present attractive growth prospects for athletic footwear makers. For instance, in October 2022, the Saudi Sports for All Federation (SFA) launched a new fitness initiative to promote walking, running, and cycling in the Kingdom as part of efforts to build a more healthy and active society, which increases the demand for e-commerce footwear market during the forecast period.

MEA E-Commerce Footwear Market Trends

Social Media Influence and Aggressive Marketing Fueling Market Demand

• Social media has become one of the most strategic marketing channels, and prominent companies are implementing social media strategies to boost their brand awareness, enhance exposure, and, thus, sales through online channels. Social media allows brands to reach a growing number of social network users and reach the potential target audience.
• The strong Internet penetration had majorly contributed to driving awareness about socialists among consumers. The rising number of active social media users across the region on various social media platforms, including Instagram, Facebook, Snapchat, Twitter, etc., is supporting the demand for footwear via online mediums. Brands across the footwear industry are tapping into social media potential. Social media networks are transforming the digital marketing landscape and are driving user engagement globally.
• In addition, brands and companies are making use of Instagram and Facebook to appeal to younger audiences through their visual content, thus supporting brand advocacy through impressive, powerful channels. Along with a strong online presence, the continued development of mobile applications and the rise of e-commerce have helped to extend the studied market by making footwear purchasing simpler due to factors such as the online availability of a wide range of items, time-saving viewpoint, easy-to-navigate online shopping portals, hassle-free online payments, and in-home delivery.
• For instance, as per Data Reportal Organization, there were 29.30 million social media users in Saudi Arabia in January 2022. The number of social media users in Saudi Arabia at the start of 2022 was equivalent to 82.3 percent of the total population.
• Thus, the growing social media influence on younger audiences is supporting demand for footwear products through online mediums across the region. Furthermore, according to World Bank data, consumer expenditure has increased by 19.4% from 2015 to 2021 in Saudi Arabia, creating a propelling opportunity among the player's manufacturers to launch more innovative and premium footwear.
• For instance, in May 2021, Adidas Originals and Saudi Arabia's Arwa Al Banawi launched a newly designed sneaker virtually in Alula, Saudi Arabia.

United Arab Emirates Registers the Fastest Growth Rate

• Government initiatives supporting the growth of the sports sector and increasing internet users, significant investments in retail space, and the growth of fashion e-commerce are some of the factors that make the country a favorable market for e-commerce footwear producers. Also, the sports footwear industry is expected to experience significant growth in sales through online channels throughout the projection period as the country's e-commerce grows.
• According to a report from the International Trade Administration (ITA) published in July 2022, the United Arab Emirates leads the Gulf Cooperation Council (GCC) states in eCommerce sales and the Dubai Chamber of Commerce and Industry projects that online sales will reach USD 8 billion by 2025 in the United Arab Emirates since nearly all of the population has access to the internet and mobile devices.
• Additionally, the government strategies and investments aimed at the growth of the sports industry in the country are leading to the robust demand for athletic footwear. For instance, in July 2022, The Dubai Sports Council, alongside the United Arab Emirates Football Association (UAEFA), announced the organization of the first edition of the Dubai Open for Football Academies as part of joint efforts between the two parties for the aim of football development, especially the youth sector in Dubai clubs and the private sector.
• Furthermore, the growing number of Internet users coupled with social media penetration seems to have changed the advertisement spending strategy of key players. For instance, in June 2022, Adidas AG launched a limited-edition shoe dedicated to iconic Pakistani eatery Ravi to celebrate community-focused restaurants in cities around the world. As per the company, the shoes are available with selected retailers in Dubai and on the online platform.

MEA E-Commerce Footwear Industry Overview

The Middle East and Africa E-Commerce Footwear Market is highly competitive, with many regional and international competitors present in the region. Some of the prominent players in the market are Adidas AG, Nike Inc., Puma SE, Skechers USA, Inc., and LVMH Moët Hennessy Louis Vuitton, among others.

Some of the strategies adopted by major players to increase their market share are partnering with resellers, investments in technologies, and increasing social media marketing by partnering with regional celebrities. The key businesses are anticipated to compete in the medium term based on sustainable product launches, investments in technologies like virtual reality, and a growing internet presence.

MEA E-Commerce Footwear Market Leaders

MEA E-Commerce Footwear Market News

• November 2022: Steve Madden announced its first-ever African collaboration with South African media personality Bonang Matheba. The apparel, footwear, and accessory brand stated that this collaboration is part of their 10-year celebration in Africa. The company launched six pieces of footwear and two handbags as a part of this collaboration in Africa.
• October 2022: Jordan Brand of Nike Inc. partnered with South African retailer Shelflife, its first African-based collaboration to launch the Air Jordan 2 Retro Low Shelflife. As per the company, the shoes are available online and at Shelflife stores in Cape Town and Johannesburg.
• April 2021: Adidas Originals and Arwa Al Banawi collaborated to launch a thoughtfully designed rendition of the iconic Forum silhouette. The newly crafted sneaker was made available for virtual early access exclusively through AlUla in Saudi Arabia.