The race to become one of the best e-commerce apps in the Middle East is on — and it’s playing out on mobile. Young, affluent, and intensely mobile-native audiences are reshaping how purchases occur there. Shoppers discover products in social feeds, negotiate purchases via messaging apps, and make transactions during cultural events like Ramadan.
For app developers and marketers seeking to win these users, Mobile OEM advertising offers a direct and trusted route into the device experience — and into the hands of shoppers who are more likely to convert.
Why are the best e-commerce apps choosing OEM advertising in the Middle East?
The Middle East market is unique, generating roughly $8.3 billion in e-commerce value in 2024 and forecasted to reach $19.6 billion by 2030 — a compound annual growth rate that makes the region impossible to ignore.
That growth is fueled by hyper-digital adoption: social penetration is exceptionally high (96% in the UAE, 102% in Saudi Arabia), and a large share of the population is under 30 — prime mobile shoppers who expect seamless, device-native experiences.
OEM placements — including preloads, native app store features, smart folders, and system recommendations — enable e-commerce apps to appear in environments where users already trust them. In markets where thiqah (trust) and community recommendations influence buying decisions, appearing within the device ecosystem reduces friction and builds credibility more quickly than a banner ad in a crowded feed.
Native trust beats ad clutter
High fraud concerns (42% of consumers report ecommerce fraud in the region) mean platform credibility is crucial. OEM channels, which operate within manufacturer ecosystems, tend to be more fraud-resistant, thereby boosting user confidence and conversion rates.
Timing is crucial
Ramadan, Eid, and other cultural moments spike engagement and purchases. OEM campaigns can be scheduled and localized to appear as users open their devices to set them up or browse recommendations during these peak moments — a crucial advantage for apps that want to be among the best e-commerce apps remembered by customers.
Creative & format best practices
The playbook highlights creative principles that resonate in OEM placements: native UI alignment, concise benefit-first messaging, and recommendation-style copy that doesn’t feel overtly promotional. These creative choices help OEM placements feel like a natural part of the phone experience rather than an interruption.
Practical tactics for immediate impact
- Dynamic preloads: Get your app on new devices to establish a baseline of installs before the campaign season.
- OEM app store features: Capture users actively looking for shopping solutions.
- Smart recommendations & folders: Surface your app to shoppers exploring similar categories.
- Regionally tuned creatives: Align messaging with Ramadan, local language, and payment preferences.
Remarketing is also on the rise across the region — budgets grew notably year-over-year — so combining OEM acquisition with strong remarketing lifts both short-term installs and long-term retention.
Leveraging OEM Integrations for User Acquisition
The landscape of user acquisition is rapidly evolving, with leading platforms exploring high-impact, integrated strategies. A prime example is Talabat, the Middle East’s largest q-commerce platform, which is strategically tapping into the power of OEM partnerships to expand its user base. By utilizing Xiaomi’s air preloads, Talabat is ensuring its app is present on new devices right out of the box, offering a powerful, native, and highly effective channel for gaining new users and establishing immediate brand presence across the region.
Conclusion:
Make the cut among the best e-commerce apps. If your goal is to become one of the best e-commerce apps serving Middle Eastern mobile shoppers, OEM advertising should be part of your playbook.
It delivers credibility, contextual discovery, and access to device-level inventory that’s increasingly valuable as mainstream channels get more expensive and fragmented. Start with preloads, native store features, and localized creatives — and measure not just installs but post-install engagement and retention.
👉 For deeper, region-specific strategies, creative examples, and deployment blueprints, download the AVOW Mobile OEM Advertising Playbook for E-Commerce Apps and get the full Middle East spotlight and practical templates to launch faster.
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