The religious festival of Ramadan is having an impact on ecommerce behaviour in many global markets. Increases in online behaviour have been seen in various retail categories, with ecommerce and mcommerce seeing a total increase in spending of 28% over the month-long festival. The founder of the online retailer Little Majlis says that this year “customers are looking for end-of-school-year, leaving and farewell gifts as well as shopping for the summer holidays”, leading to a sales increase higher than usual. However, brick-and-mortar retailers have seen a hit over the same time period. Research analysts at Euromonitor International have commented that trips to shopping malls are becoming less frequent as online spend increases.