Social Media’s Influence on E-Commerce in the UAE
Recent insights reveal that social media is on the brink of becoming the dominant channel for online shopping in the United Arab Emirates (UAE). According to DHL’s new E-Commerce Trends Report for 2025, an astounding 96% of consumers anticipate that most of their online purchases will happen through platforms like TikTok, Instagram, and Facebook by the year 2030.
A Shift in Shopping Behavior
This report, which surveyed 24,000 online shoppers across 24 global markets, emphasizes a significant shift in how consumers in the digital space find, assess, and buy products. This evolution is especially pronounced in the UAE, where 86% of consumers confirm they have made a purchase through social media channels. Moreover, a staggering 93% state that trends and social media buzz play a considerable role in influencing their buying decisions.
Leading Platforms Shaping Purchases
Facebook and Instagram are leading this social commerce movement in the UAE. Specifically, 69% of respondents reported making purchases via Facebook, while 68% said the same about Instagram. The data point to a clear imperative for brands operating in this region: they need to emphasize mobile-first, in-app shopping experiences that cater to a digitally savvy consumer base.
The Role of Artificial Intelligence in Shopping
Artificial intelligence (AI) emerges as a critical player in enhancing online retail experiences. Shoppers in the UAE are increasingly seeking out AI-driven tools such as virtual try-ons and voice-activated product searches. The report shows that 89% of consumers desire these innovations to assist in their buying journeys, and 59% have already begun using voice commands when shopping online.
Sustainability as a Key Consideration
Another noteworthy trend highlighted in the report is the growing consciousness around sustainability. A substantial 82% of UAE consumers take environmental factors into account when shopping online. Notably, 42% have abandoned shopping carts due to concerns regarding sustainability. There’s also a clear willingness among consumers to engage in initiatives like recycling or buy-back programs, with 68% expressing interest in such offerings from retailers.
The Importance of Logistics and Delivery
When it comes to converting browsing into actual sales, logistics and delivery services play a pivotal role. The research indicates that 84% of UAE consumers are likely to abandon their purchase if their preferred delivery option is not available. Similarly, 85% would opt out of a transaction if the returns process does not meet their expectations. With trust being a critical factor, 67% of respondents indicated they would refrain from purchasing from a retailer if they lack confidence in the delivery and returns provider.
Insights from Industry Experts
Samer Kaissi, CEO of Gulf Cluster and UAE Country Manager at DHL Global Forwarding Middle East and Africa, remarked on these trends, highlighting that UAE shoppers are becoming increasingly selective in their online purchasing behavior. "Our E-Commerce Trends Report underscores how UAE shoppers are becoming far more discerning as they increasingly rely on devices to make purchases,” he said. To thrive in today’s competitive e-commerce environment, online retailers must strive to attract a varied shopper demographic and convert these casual browsers into loyal customers. Additionally, the rise of the environmentally aware consumer signals a significant change in purchasing attitudes—one that retailers would be wise to consider seriously.
By understanding these trends, businesses can tailor their strategies to better meet the expectations of the modern consumer, ultimately leading to enhanced customer satisfaction and increased sales.
