The affiliate marketing landscape in the MENA region is rapidly evolving, with unique trends clearly shaping its growth.
Our affiliate marketing experience at Admitad has shown us that there is a strong preference for coupon tracking over traditional link tracking, compared to other markets such as Europe and the US.
This is mainly because influencers can easily share promo codes on platforms where link sharing is difficult. Recent data proves the effectiveness of affiliate promo codes in the MENA region: coupon orders increased by 11% in the first half of 2024, compared to 17% globally.
Interestingly, the average check for coupon orders in MENA is higher than the global average, at $62 compared to the global average of $55.8. The share of mobile coupon orders in MENA has also grown significantly, now accounting for 53 percent of all coupon orders.
In what areas is it most commonly used?
Most coupon orders in the MENA region are placed on marketplaces, and the number of coupon orders on these platforms has increased significantly this year.
The most common coupon purchases in MENA are for home goods, automotive products, accessories, smartphones, and toys and hobbies. The top cities for coupon purchases in MENA are Riyadh, Dubai, Jeddah, and Abu Dhabi.
Although this trend is beneficial, it also creates some challenges.
For example, cashback services are difficult to track accurately, and offline coupons pose problems for advertisers and publishers due to delayed performance statistics.
Factors Contributing to the Growth of Affiliate Coupons
The rise in internet penetration, especially in GCC countries, has played a key role in the growth of coupons.
The increasing entry of private mobile service providers has accelerated the uptake of ICT services, with around 92% of the GCC population now using the internet. The expansion of online users has created fertile ground for digital marketing strategies.
At the same time, the boom in e-commerce is a major driver, with the Middle East market expected to reach $50 billion by 2024, up from $20 billion in 2020.
This significant growth reflects the region's strong adoption of digital technologies and increasing consumer comfort with shopping online.
Consumer behavior is also changing, with Middle Eastern shoppers becoming more price-conscious and tech-savvy: Notably, 71% of consumers now buy at least some groceries online, many make frequent, short trips to stores, expect instant gratification, and are willing to pay for fast delivery.
Finally, as businesses increasingly realize the cost-effectiveness and high ROI of affiliate marketing, they are investing more in these strategies.
Nayomi, a UAE-based apparel brand, faced challenges in tracking the performance of distributed collateral due to manual processes.
Over the course of three months, the percentage of coupon orders increased dramatically, rising from 60% to 90% year-over-year. Even more impressive, the average order value (AOV) of promo code orders increased by 262%.
Using Admitad’s TagTag technology, Nayomi was able to receive real-time tracking and reporting of coupon purchases, helping to streamline the process and improve the effectiveness of its promo codes.
The future of affiliate codes in the MENA affiliate marketing landscape
Over the next three to five years, personalization will take center stage, with customized offers targeted to specific consumer segments.
This change will be complemented by enhanced mobile integration to cater to the growing smartphone usage in the region.
Additionally, advanced data analytics and AI are transforming strategies, enabling real-time adjustments and improving overall performance, while also deepening collaboration between brands and influencers, leveraging their reach and audience trust for more effective promotion.
Finally, as consumer awareness increases, sustainability-focused promotional codes will become more prominent, reflecting a broader shift towards ethical and environmental considerations.
These trends point to a more efficient, value-driven future for promo codes in MENA’s affiliate marketing industry.
by Anna GiddirimCEO of Admitad.
