The Middle East is among the regions helping drive the convergence of social commerce, quick commerce, super apps and AI-powered retail systems, as digital shopping channels continue expanding across Gulf markets, according to a report.
In a new report titled “The Commerce Revolution: Where East Meets West,” NielsenIQ examined how Asian commerce innovation and Western retail media monetisation are reshaping global consumer commerce.
The report said e-commerce continues to drive incremental growth across the Middle East, with the UAE recording 33% growth and Saudi Arabia posting 56% growth in FMCG first-quarter figures.
Gulf markets accelerate social commerce adoption
NielsenIQ said live commerce, social commerce and quick commerce are experiencing rapid uptake across the region, particularly in the UAE and Saudi Arabia.
According to the report, these channels no longer operate in silos, with consumers increasingly demanding integrated experiences that guide them through a cohesive shopping journey.
The report said this convergence is being accelerated by artificial intelligence and its ability to track, automate and personalise the shopper journey.
Andrey Dvoychenkov, General Manager for the Arabian Peninsula and Pakistan at NielsenIQ, said the Middle East was becoming “a blueprint for the convergence of digital commerce innovation” due to mobile-first consumers, rapid adoption of social and quick commerce, and government-led digital transformation initiatives across the Gulf.
He added that government transformation agendas, including Saudi Vision 2030 and smart-city initiatives across the Gulf, were helping create the infrastructure, regulatory frameworks and investment climate needed for integrated commerce models to grow.
Dvoychenkov also said periods of geopolitical uncertainty had reinforced demand for faster and more resilient ways to discover, purchase and receive goods.
Asian commerce trends reshape global retail ecosystems
The report said live commerce, social commerce and quick commerce now account for most incremental digital growth globally.
NielsenIQ said growth in commerce would increasingly come from orchestration rather than channel expansion, as discovery, transaction and product delivery become more interconnected.
According to the report, nearly 60% of consumers in Asia-Pacific shop through social and quick-commerce platforms.
The report also said Asia-Pacific accounts for nearly 55% of global e-commerce, driven by integrated platforms combining content, commerce, payments, logistics and artificial intelligence.
Retail media spending reached $184 billion globally in 2025, supported by more than 270 retail media networks worldwide, NielsenIQ said.
AI-driven commerce changes brand competition dynamics
The report highlighted the rise of “agentic commerce,” where artificial intelligence agents autonomously discover, evaluate and purchase products on behalf of consumers.
According to NielsenIQ, this shift is accelerating AI-driven decision-making and changing how brands compete for visibility, relevance and growth.
The report said the move from search-led shopping toward content- and AI-powered discovery is forcing manufacturers and retailers to rethink how influence is measured and how engagement connects to conversion.
NielsenIQ recently launched its Commerce Lab initiative, focused on addressing data and measurement challenges linked to the next generation of commerce.
The report said brands and retailers would increasingly need to operate more like technology, media and data companies by integrating data, content and measurement capabilities across channels.
