DUBAI: The United Arab Emirates (UAE) has solidified its position as the foremost global market for mobile shopping, as evidenced by the findings of the 2025 Global Digital Shopping Index, UAE edition, commissioned by Visa Acceptance Solutions and conducted by PYMNTS Intelligence.
The report, based on a survey encompassing 1,679 consumers and 329 merchants within the UAE, highlights the increasingly pivotal role that mobile devices play in shaping contemporary consumer behaviour.
It offers valuable insights to UAE retailers striving to enhance customer experiences through more convenient and secure shopping methods. Notably, 67 per cent of consumers in the UAE incorporated their mobile phones in their most recent retail transactions, reflecting a significant 23 per cent increase since 2022.
The UAE leads the world with an impressive 37 per cent rate of online shopping via mobile devices, surpassing other prominent markets such as Singapore, the United Kingdom, and Brazil.
Furthermore, biometric authentication methods, including fingerprint and facial recognition, were employed by 32 per cent of UAE consumers for their latest online purchases, far outpacing the global average of 17 per cent.
Consumer trends
Cross-channel shopping, integrating both physical and digital platforms, is favoured by 53 per cent of consumers in the UAE, marking the second-highest rate globally. Consumer preferences in the UAE also reveal a strong inclination toward rewards programs, free shipping, and price matching, with participation rates reaching 75 per cent, 73 per cent, and 70 per cent respectively.
The robust uptake of online purchases for home delivery, standing at 38 per cent, further underscores the dominance of digital commerce in the region. These consumer trends are supported by a collaborative and forward-thinking business and regulatory framework, where merchants and government bodies work in tandem to ensure secure and seamless digital payment experiences.
Salima Gutieva, Visa’s Vice President and Country Manager for the UAE, said the transformative impact of such cooperation, highlighting Visa’s commitment to advancing the UAE’s digital commerce agenda through innovations like Visa’s Click to Pay.
Importantly, the widespread adoption of mobile shopping spans across demographic segments, with millennials leading at 73 per cent engagement, followed closely by Generation Z and Generation X, while the participation of baby boomers and seniors remains markedly lower at 18 per cent.
