The affiliate marketing landscape in the MENA region is rapidly evolving, with unique trends distinctly shaping its growth.
With my experience in affiliate marketing at Admitad, I have observed a strong preference for coupon tracking over traditional link tracking compared to other markets like Europe or the US.
This is primarily due to the ease with which influencers can share promo codes on platforms where link sharing can be challenging. Recent data proves the effectiveness of affiliate promo codes in the MENA region. The number of coupons ordered increased by 11 per cent in the first half of 2024, compared to a global increase of 17 per cent.
Interestingly, the average check for coupon orders in MENA is higher than the global average, standing at $62 versus $55.8 globally. The share of mobile coupon orders in MENA has also seen a significant rise, now accounting for 53 per cent of all coupon orders.
What sectors see the most use?
Most coupon orders in MENA are made on marketplaces, with the number of coupon orders on these platforms increasing significantly this year.
The most frequent coupon purchases in MENA are home goods, auto products, accessories, smartphones, and toys and hobby products. The cities with the highest coupon purchases in MENA are Riyadh, Dubai, Jeddah, and Abu Dhabi.
While this trend is beneficial, it also presents some challenges.
Cashback services, for instance, face difficulties in precise tracking, and offline coupons pose issues for advertisers and publishers due to delayed performance statistics.
Factors contributing to the affiliate coupon growth
Increased internet penetration, particularly in the GCC countries, has played a crucial role in the growth of coupons.
The entry of more private mobile service providers has accelerated the use of ICT services, with around 92 per cent of the GCC population now using the Internet. This expanded online audience has created fertile ground for digital marketing strategies.
Simultaneously, the e-commerce boom has been a significant driver, with the Middle East market projected to reach $50 billion by 2024, up from $20 billion in 2020.
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Such substantial growth reflects the region’s robust adoption of digital technologies and consumers’ increasing comfort with online shopping.
Consumer behaviour has also shifted, with Middle East shoppers becoming more price-sensitive and tech-savvy. A notable 71 per cent of consumers purchase at least some groceries online, and many make frequent microtrips to stores, expecting instant gratification and willing to pay for rapid delivery.
Lastly, businesses increasingly recognise the cost-effectiveness and high ROI of affiliate marketing, leading to greater investment in these strategies.
Nayomi, an apparel brand in the UAE, faced challenges in tracking the performance of distributed promotional materials due to manual processes.
Over three months, the share of coupon orders increased dramatically, rising from 60 per cent to 90 per cent compared to the previous year. What was even more impressive was the surge in average order value (AOV) for promo code orders, which increased by 262 per cent.
Using Admitad’s TagTag technology, Nayomi was able to receive real-time tracking and reporting of coupon purchases, which helped streamline processes and enhance the effectiveness of its promo codes.
The future of affiliate codes in MENA’s affiliate marketing landscape
Personalisation will take centre stage over the next three to five years, with tailored offers targeting specific consumer segments.
This shift will be complemented by enhanced mobile integration, catering to the region’s growing smartphone usage.
Moreover, advanced data analytics and AI will revolutionise strategies, enabling real-time adjustments and boosting overall performance. In parallel, collaborations between brands and influencers are set to deepen, leveraging their reach and audience trust for more effective promotion.
Lastly, as consumer awareness grows, sustainability-focused promo codes will gain prominence, reflecting a broader shift toward ethical and environmental considerations.
Together, these trends signal a more efficient and value-driven future for promo codes in MENA’s affiliate marketing industry.
By Anna Gidirim, CEO of Admitad.
