Mobile Commerce in the UAE: A Leader Emerges in the Digital Retail Landscape
By Mays Ibrahim, Abu Dhabi
In a remarkable showcase of technological adoption and consumer behavior, recent findings reveal that a substantial 67% of shoppers in the United Arab Emirates (UAE) utilized their mobile devices for their most recent retail transactions, whether carried out online or in physical stores. This statistic positions the UAE as the foremost country globally for consumer engagement in mobile shopping, as articulated in the 2025 Global Digital Shopping Index.
The prominence of mobile commerce in the UAE has surged by an impressive 23% since 2022, firmly establishing the nation ahead of its regional peers, notably Saudi Arabia, where 66% of consumers engage in mobile shopping, and Singapore at 65%. The research, commissioned by Visa Acceptance Solutions and executed by the intelligence firm PYMNTS, surveyed responses from 1,679 consumers along with 329 merchants between October 17 and December 9, 2024. The comprehensive data paints a vivid picture of evolving shopping habits reflective of the UAE’s sophisticated digital landscape.
In the realm of online retail through mobile devices, the UAE leads with a remarkable 37% of online purchases executed via mobile platforms. Additionally, when engaging in in-store shopping, a striking 73% of consumers turned to their smartphones to compare prices, discover promotional coupons, and collect loyalty rewards.
The trend of mobile shopping transcends generational boundaries, yet it is predominantly driven by millennials, with 73% reporting they had made their latest purchase through a mobile device. In a noteworthy contrast, younger members of Generation Z seem to lag behind their Generation X counterparts in mobile shopping engagement, while only 18% of baby boomers and senior shoppers indicated using a mobile phone for their last transaction. This variance highlights the shifting priorities and technological adaptations across different age demographics within the UAE.
Underpinning this mobile shopping phenomenon are two pivotal factors: security and convenience. The research indicates that 32% of UAE consumers engaged biometric authentication methods—such as fingerprint or facial recognition—for their latest online purchases. This figure is nearly double the global average, underscoring a pronounced consumer interest in secure shopping experiences. Furthermore, one-third of shoppers in the UAE opted for one-click checkout options through third-party providers, significantly surpassing the global average of 17%.
The report also underscores an increasing appetite for cross-channel shopping features among consumers, with over half—53%—indicating they have utilized or wish to utilize these features at their preferred merchants. In response to this growing demand, 56% of merchants surveyed reported that they currently offer cross-channel shopping capabilities, while an additional 28% indicated plans to implement such services in the near future.
Interestingly, consumers in the UAE engage in approximately 1.5 mobile shopping activities on a daily basis, placing them just behind Saudi Arabia in terms of frequency. Moreover, the average UAE shopper spends around 17 days a month researching or browsing for products via their mobile devices, consistently favoring smartphones over traditional computers for every category of digital shopping activity measured in the index.
In contrast with global trends where preferences may lean toward desktop shopping, UAE consumers demonstrate a clear inclination toward a mobile-first approach, reflecting not only the nation’s escalating smartphone penetration but also its increasingly urbanized and digital-savvy population.
The significance of these findings extends beyond mere numbers; it indicates a profound transformation in consumer behavior and retail dynamics within the UAE. As merchants strive to adapt to this digital-age shopping ecosystem, the implications for marketing strategies, inventory management, and customer engagement are monumental. Retail stakeholders must recognize the urgency of a seamless, secure, and customer-centric shopping experience to thrive within this cutthroat digital marketplace.
As the trends solidify, consumer-facing companies in the UAE have an unprecedented opportunity to innovate and enhance their service offerings, ensuring they remain competitive. The remarkable strides in mobile shopping adoption not only underscore the UAE’s role as a regional leader in digital commerce but also foreshadow the evolution of retail in the Middle East and beyond.
Tags: #UAE #BusinessNews #EconomyNews