Despite a gradual slowing of value growth over the forecast period, due to wider reach and maturity, retail e-commerce in the United Arab Emirates is predicted to continue expanding over the forecast period, supported by an increase in demand from the digital-native population, rising disposable incomes, and the expansion of e-commerce infrastructure beyond major cities. The trend will be consolidated by government efforts under the nation's National Digital Economy Strategy and investments in digital infrastructure.
Over the forecast period, retail e-commerce’s landscape is likely to be marked by intensified competition as an increasing number of players enter the local market. This trend will be particularly noticeable among players focusing on value propositions across channels such as apparel and footwear specialists.
As retail e-commerce in the United Arab Emirates matures and competition intensifies, an increasing number of operators are likely to embrace diversified payment solutions such as Buy Now Pay Later (BNPL) to boost average basket value and increase conversion rates. This dynamic will lead to the expansion of such offerings from lifestyle to essential products, supported by strategic partnerships with leading operators.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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