What UAE shoppers are buying online and how YouTube has a big impact

Dubai: The UAE’s online shopping scene just got even bigger. According to the latest E-Commerce in the MENA Region 2024 report by EZDubai and Euromonitor International, UAE consumers spent Dh32.3 billion online last year alone—and the trend is showing no signs of slowing down.

In fact, that number is expected to cross Dh50.6 billion by 2029. But here’s what’s more interesting: it’s not just how much we’re shopping online—it’s what we’re buying, how we’re paying, and what convinces us to click “Add to cart.”

Let’s unpack the trends UAE shoppers are driving and what they could mean for your next online purchase.

Whether it’s new kicks, the latest smartwatch, or eco-friendly cleaning sprays, the top three online shopping categories by value in 2024 were:

This reflects a wider shift—UAE residents increasingly rely on e-commerce not just for lifestyle splurges but also for everyday household needs.

Takeaway? If you run an online store or are thinking of starting one, these are the categories consumers are coming back for. And for shoppers—it’s worth watching sales in these areas, especially during mega sales events like White Friday and Ramadan offers.

While 93% of UAE shoppers still use credit or debit cards, there’s been a notable jump in digital wallet adoption—from 41% in 2020 to 53% in 2024.

And the Buy Now, Pay Later (BNPL) trend is also catching on, with platforms like Tabby and Tamara becoming household names. These flexible options are driving bigger basket sizes and more frequent purchases.

Takeaway? Expect to see more checkout options in your favorite apps—and more deals tied to wallet and BNPL usage. If you’re not using these yet, they can offer convenience, rewards, and better budget control.

UAE shoppers aren’t just buying more—they’re shopping smarter. Here’s what makes or breaks an online deal:

With apps like Talabat launching robot deliveries and Careem piloting drones, the future of fast, contactless delivery is already here.

Takeaway? Before checking out, look for delivery perks, refund policies, and tech-driven options that suit your lifestyle. And retailers—investing in logistics may be your biggest brand-builder.

Luxury shopping isn’t confined to malls anymore. Platforms like Ounass and Farfetch are growing fast by offering same-day delivery and bespoke styling services.

Meanwhile, homegrown beauty brands like Arooba Beauty are turning heads with AI-driven skincare and DNA-matched cosmetics.

Takeaway? High-end shoppers in the UAE now expect online stores to feel just as exclusive and personalised as boutique outlets. And brands that deliver that experience will win loyalty.

If you’re browsing Instagram and suddenly buying a serum or sneakers from a story—you're not alone:

Takeaway? Follow your favourite micro-influencers and brands for real-time deals and reviews. And retailers—social commerce is where tomorrow’s conversions will come from.

From drone deliveries to auto-refill subscriptions, the UAE’s e-commerce growth is driven by smart consumers who want speed, ease, and trust.

As the country pushes toward a 90% cashless economy by 2026, brands that offer flexible payment options, smooth delivery, and great digital experiences are set to win.

Final takeaway? Whether you’re shopping or selling—understanding what UAE consumers want now means staying ahead of the curve in one of the world’s fastest-growing e-commerce markets.