What’s next for e-commerce in the UAE?

26/07/2023 by Ali Sajwani

The UAE has always aimed to be a technology trailblazer, and as you know, I’m a huge fan of every aspect of technology. E-commerce has been around for aeons in technology terms, and I’ve spent some time thinking about the future of online transactions here.

E-commerce in the UAE has experienced significant growth in recent years, driven by factors such as the pandemic, a tech-savvy population, and favourable government initiatives.

I’ve come up with seven broad trends which I think will continue to shape the space in the medium term.


E-commerce is likely to continue its upward trajectory in the UAE, fuelled by the rising consumer preference for online shopping. As more people become comfortable with online transactions and digital payments, e-commerce is expected to further penetrate various sectors, including retail, electronics, fashion, and groceries.

The convenience of browsing and purchasing from the comfort of home, coupled with the wide availability of products and competitive pricing, reinforces e-commerce’s growing popularity. As technology continues to advance and consumers embrace digital channels, the upward trajectory of e-commerce in the UAE shows no signs of slowing down, transforming the way people shop and interact with businesses.

Mobile Commerce

Mobile commerce, or m-commerce, is playing an increasingly prominent role in the UAE’s e-commerce landscape. With high smartphone penetration and a tech-savvy population, consumers are increasingly using mobile devices to browse and make purchases. Over the coming years, e-commerce platforms and retailers should focus on optimising their mobile apps and websites for a seamless mobile shopping experience.

Mobile apps and optimised websites offer seamless browsing, more personalised experiences and trustworthy, secure payment options.

As more retailers and businesses embrace mobile platforms, we will see M-Commerce flourish across various industries, including retail, travel and food delivery.

Omni-Channel Integration

The lines between online and offline retail will continue to blur as omnichannel experiences become the norm. Retailers will aim to provide a seamless shopping experience across multiple channels, integrating online platforms with physical stores, social media and other touchpoints. This integration can include services like click-and-collect, in-store pickup and returns, enhancing customer convenience.

AI and Personalisation

No surprise, perhaps, to think that e-commerce platforms will leverage artificial intelligence (AI) and machine learning to personalise the online shopping experience.

AI-driven recommendation engines, chatbots, and virtual assistants will become more sophisticated, helping customers discover products tailored to their preferences, providing real-time assistance and streamlining the overall shopping journey.

AI-driven technologies are transforming the shopping experience, offering convenience, personalisation and enhanced decision-making capabilities for both retailers and customers.

For example, B Store in Abu Dhabi’s Sky Tower is run by AI, and includes payment for goods using facial recognition technology.

Better Logistics and Last-Mile Delivery

Focus on logistics and last-mile delivery will intensify as retailers and e-commerce platforms strive to provide faster and more efficient delivery services. Investments in advanced fulfilment centres, drones, autonomous vehicles and partnerships with logistics providers will help shorten delivery times and improve overall customer experience.

Sustainability and Ethics

As environmental and social consciousness grows, e-commerce in the UAE will witness increased emphasis on sustainability and ethical practices. Consumers increasingly seek environmentally friendly and socially responsible products and brands. E-commerce platforms will need to incorporate sustainable options, provide transparent supply chain information, and support ethical sourcing and fair trade practices.

Cross-Border Transactions

The UAE’s strategic location as a global trade and logistics hub perfectly positions it for cross-border e-commerce. E-commerce platforms and retailers will continue to tap into the international market, offering a broader range of products and leveraging global partnerships to enable seamless cross-border transactions.

The future of e-commerce in the UAE looks promising, driven by technological advancements, changing consumer behaviours, and a supportive business environment.

As the industry evolves, local e-commerce players will need to adapt to these trends and embrace innovation to stay competitive and meet the ever-evolving expectations of consumers.

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