The DHL eCommerce Trends Report 2026 reveals that artificial intelligence is rapidly reshaping how consumers in the United Arab Emirates discover and purchase goods. Based on surveys of 29,000 online shoppers and 5,800 e-commerce businesses across 29 countries, the report identifies AI-powered chat and virtual assistants as a growing force in the region’s digital marketplace.
In the next five years, 37% of UAE shoppers expect to use AI-driven tools for browsing and buying, while 59% of local businesses anticipate increased customer interaction through these same platforms. Social commerce remains dominant, with 68% of UAE consumers having bought via Facebook, 67% via Instagram, 57% via TikTok, and 41% via YouTube. Businesses are equally active, with 82% selling on Facebook, 75% on Instagram, 73% on TikTok, and 52% on YouTube.
AI and the future of retail in the UAE
AI is not just supporting transactions—it is beginning to redefine how shoppers interact with brands. The report suggests that virtual storefronts may fade as AI curates personalized offers in real time, reducing the need for manual browsing. Consumers are now able to identify the best deal in milliseconds, and retailers must respond with speed and precision to remain competitive.
AbdulAziz Busbate, CEO Middle East and North Africa, DHL Express, noted that the UAE’s e-commerce growth is fueled by a digitally native population, strong regional connectivity, and rapid adoption of new shopping behaviors. He emphasized that local relevance and the ability to serve both domestic and cross-border demand will be critical for retailers navigating this evolution.
Sustainability and second-hand rise
Alongside technological shifts, the report highlights a cultural pivot: sustainability has moved from a preference to a requirement. Second-hand shopping is rapidly becoming mainstream, with consumers increasingly valuing circular economy models. This trend reflects broader global shifts, where consumer expectations are outpacing what many businesses are prepared to deliver.
Pablo Ciano, CEO of DHL eCommerce, said: “The ability to understand and respond to customer needs has always defined success—but our new eCommerce trend report shows that AI is now redefining that advantage at hyperspeed.” He added that securing loyalty now requires more than fast delivery—it demands trust in payment options, localized convenience, and seamless personalization.
Amazon remains the most popular online marketplace for both UAE shoppers and businesses, reinforcing its central role in the region’s digital retail ecosystem.
Frequently asked questions
How is AI changing shopping habits in the UAE?
AI-powered assistants and social platforms are increasingly being used by UAE shoppers for purchases, with 37% of shoppers expecting to use AI-driven tools for browsing and buying in the next five years.
What is the future of retail in the UAE?
The future of retail in the UAE is being redefined by AI, which is expected to enable personalized offers in real-time, reducing the need for manual browsing, and allowing retailers to respond with speed and precision to remain competitive.
How popular is social commerce in the UAE?
Social commerce is dominant in the UAE, with 68% of consumers having bought via Facebook, 67% via Instagram, 57% via TikTok, and 41% via YouTube.
Is second-hand shopping becoming popular in the UAE?
Yes, second-hand shopping is rapidly becoming mainstream in the UAE, with consumers increasingly valuing circular economy models and sustainability.
What is driving e-commerce growth in the UAE?
The UAE's e-commerce growth is fueled by a digitally native population, strong regional connectivity, and rapid adoption of new shopping behaviors.
