The e-commerce market in the United Arab Emirates (UAE) continued to grow in the first half of 2026 despite a broader contraction across the Gulf region. As consumers made fewer but higher-value purchases, the country’s gross merchandise value increased by 2 percent year on year, while e-commerce volume across the Gulf Cooperation Council declined by 9 percent. The average e-commerce order value in the UAE rose from $97 to $111.
The research, conducted by UAE-based gifting marketplace Udora and Admitad, is based on data from more than 2.5 million online orders placed across Gulf countries. According to the study, digital shopping has become an increasingly important part of everyday consumer habits in the UAE, particularly in the home and lifestyle categories.
UAE E-Commerce Orders Decline as Average Order Value Rises
Although the number of e-commerce orders in the UAE declined by 9 percent during the first six months of the year, the average order value increased from $97 to $111. The data showed that rather than abandoning shopping altogether, consumers shifted toward more planned and higher-value purchases.
Categories linked to everyday consumption stood out in terms of growth. Sales of home products increased by 18 percent, food and delivery services by 15 percent, and sports and entertainment products by 11 percent. Fashion remained the largest category, accounting for 20.6 percent of total online purchases. It was followed by home products, automotive products, and electronics.
Mobile Shopping Share Reaches 53 Percent
Orders placed via smartphones increased by 20.5 percent year on year. As a result, mobile devices accounted for 53 percent of total e-commerce orders. The expansion of delivery services, increased use of cashless payments, and the growing number of super apps supported the rise in mobile shopping.
Discounts and promotions also played an influential role in purchasing decisions. Coupons or promotional codes were used in more than half of all transactions, while the average value of discounted orders rose from $89 to $122. Electronics, fashion, and automotive were among the categories that benefited most from promotional campaigns.
Digital Content Influences Purchasing Decisions
Admitad CEO Anna Gidirim said consumers have become more selective about where and when they spend their money. Gidirim noted that customers are not abandoning online shopping; instead, they continue to use digital channels as part of their daily lives by making larger and more planned purchases. According to the research, 15 percent of consumers are influenced by online media and content websites when making purchasing decisions, while 13 percent are influenced by social media content.