Apparel and footwear was the UAE’s biggest e-commerce category in 2025, generating Dhs 11.4 billion in online sales, as consumers increasingly shift their shopping to digital platforms.
The category led the UAE’s online retail market as e-commerce sales across the country reached Dhs 42.2 billion in 2025, according to the sixth annual e-commerce report by EZDubai Logistics Hub and Euromonitor International.
Consumer electronics and home care were among the other major online shopping categories, while consumer appliances are expected to see strong growth in the coming years.
UAE e-commerce market keeps growing
The UAE’s e-commerce market more than doubled from Dhs 17.6 billion in 2020 to Dhs 42.2 billion in 2025, recording a compound annual growth rate (CAGR) of 19% over the five-year period.
The market is forecast to grow at a CAGR of 9.9% between 2026 and 2030, reaching approximately Dhs 67.2 billion by 2030.
Online shopping accounted for around 15.7% of total retail sales in 2025. The share is expected to exceed 20% by 2030.
Consumer appliances set for growth
The report identifies consumer appliances as a category with strong growth potential over the next few years.
Higher purchasing power, demand for premium products and frequent household upgrades are expected to support spending in the category.
The growth extends beyond the UAE, with the wider Middle East, North Africa and South Asia (MENASA) e-commerce market more than doubling over five years.
The regional market grew from Dhs 232.1 billion in 2020 to Dhs 519.2 billion in 2025.
It is projected to reach approximately Dhs 909.3 billion by 2030, supported by wider digital payment adoption, increasing internet access, growing consumer participation and investment in logistics infrastructure.
AI and digital wallets reshape shopping
The report highlights several trends expected to influence online shopping across the UAE and the wider MENASA region.
These include the growing use of artificial intelligence and data-driven personalisation, the expansion of quick-commerce and last-mile delivery, and the increasing overlap between social media and online shopping.
Digital wallets, Buy Now Pay Later services and embedded finance are also becoming more widely used as consumers seek faster and more flexible ways to pay online.
Logistics investment supports growth
Government-led digital transformation, strong connectivity and investment in logistics and technology are also identified as important drivers of e-commerce growth.
Mohsen Ahmad, CEO of EZDubai Logistics Hub at Dubai South, said the report reflects the continued development of the UAE’s digital economy and opportunities across the wider region.
The latest study is the sixth annual e-commerce report produced by EZDubai Logistics Hub in partnership with Euromonitor International.
tanvir@dubainewsweek.com
