UAE tops global rankings in mobile shopping adoption

The United Arab Emirates has claimed the top spot globally for mobile shopping adoption, according to the 2025 Global Digital Shopping Index (UAE Edition), released by Visa Acceptance Solutions in collaboration with PYMNTS Intelligence.

Based on a survey of 1,679 consumers and 329 merchants in the UAE, the report highlights how mobile devices are now central to retail purchases in the country. Sixty-seven percent of UAE consumers used their phones during their most recent shopping experience—a 23% jump since 2022, WAM reported.

The UAE leads all surveyed nations in mobile-based online shopping, with 37% of purchases made via smartphones. It outpaces countries such as Singapore (34.8%), the UK (27.6%), and Brazil (24.4%).

Security and convenience are also driving this shift. Around 32% of consumers in the UAE used biometric authentication, such as facial recognition or fingerprint scans, for their last online retail transaction—nearly double the global average of 17%.

Cross-channel shopping—blending physical and digital retail experiences—is also gaining ground. More than half (53%) of UAE shoppers now expect seamless interactions across devices and platforms, marking the second-highest demand worldwide.

Customer incentives remain key, with UAE consumers ranking among the most enthusiastic globally for rewards programs (75%), free shipping (73%), and price matching (70%). Meanwhile, 38% of shoppers said their most recent retail transaction was made online via mobile or desktop, opting for home delivery.

This digital shift is supported by a strong regulatory and business environment, with both the government and private sector collaborating to create secure and customer-focused payment systems.

“The UAE’s model shows what can be achieved when all stakeholders align to advance digital commerce,” said Salima Gutieva, Visa’s Vice President and Country Manager for the UAE. “We’re proud to support the government’s vision and continue introducing innovations like Click to Pay that meet the evolving expectations of consumers.”

The report also shows that mobile shopping is now widespread across demographics. Millennials lead the charge, with 73% using mobile for their most recent purchase. Gen Z and Gen X follow closely, while adoption drops significantly among baby boomers and seniors, with just 18% using mobile devices for shopping.