Summary

According to PayNXT360, social commerce industry in United Arab Emirates is expected to grow by 21.6% on annual basis to reach US$975.2 million in 2023.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 19.9% during 2022-2028. The social commerce GMV in the country will increase from US$975.2 million in 2023 to reach US$2898.7 million by 2028.

In the United Arab Emirates (UAE), consumers are spending an increasing amount of time on social media platforms. The affinity with these mobile applications is driving an upsurge in social commerce. Social media channels, such as Facebook and Instagram, have made it easier for brands to interact with their consumers and drive their sales leveraging the massive outreach among consumers in the Emirates.

The trend is projected to further continue from the short to medium-term perspective, and as a result, more and more global players are entering the Emirati market to capitalize on the growth potential in the UAE. The resulting investment from global and domestic firms, amid the rising competition, will keep supporting the growth of the social commerce industry from the short to medium-term perspective.

Global players are expanding their footprint in the Emirati social commerce market to accelerate growth

Retailers in the Emirati nation are increasingly turning to social media channels to drive their sales while seeking to build a long-term loyal customer base. To capitalize on the trend, global players are expanding and scaling their businesses in the country. For instance,

• In October 2022, respond.io, the Malaysian social commerce startup, announced that the firm is planning to increase its investment in the Emirates social commerce market to further accelerate its growth. The firm had already achieved strong growth in the UAE over the last 12 months. Being one of the largest revenue growth drivers for the firm, respond.io recorded revenue growth of 236% in the country. With the increasing investment in the UAE market, respond.io will enable more retailers to integrate social channels into their existing customer relationship management.

The announcement to increase the investment in the Emirates comes after the firm raised US$7 million in its Series A funding round. From the short to medium-term perspective, more such firms are expected to boost their investment in the space, as small retailers and brands seek to diversify their sales channels in the region.

Beauty and personal care segment to lead the growth in the Emirati social commerce industry

Brands and retailers across industry verticals are driving sales and revenue through social media platforms such as Facebook and Instagram. Leveraging an increasing amount of time spent by consumers online, many brands are reaching customers through social channels. However, over the next three to four years, the beauty and personal care segment is expected to lead the growth in the Emirati social commerce industry.

While family and friend sources are largely driving social commerce shopping trends, celebrity-influenced purchases are also catching up in the Emirates. The increasing trust towards content creators is projected to further grow, thereby resulting in an upsurge in social commerce activities. Consequently, PayNXT360 expects more retailers to partner with influencers in the region to further drive their sales and revenue growth in the region from the short to medium-term perspective.

TikTok has gained widespread popularity among consumers and brands in the Emirates

The UAE has a strong population of young generation consumers. With this consumer demographic inclined more towards video content, like the one offered by TikTok, the social media platform has gained widespread popularity among shoppers and brands over the last two years.
Many Gen Z consumers are using social channels to discover products and make purchases online. Furthermore, brands are also using the channel to converse with their audiences in the UAE. Alshaya, the retail group based in the Emirati country, leveraged the live streaming capabilities offered by the social channel to create its online shopping event, targeted towards Gen Z consumers.

The group ran the live stream campaign for eight days, with eight brands under the group offering the best deals one day after the other for the Black Friday event. From the short to medium-term perspective, PayNXT360 expects more brands and retailers to launch such campaigns in the Emirates.

This report provides a detailed data centric analysis of social commerce industry, covering market opportunities and risks. With over 50+ KPIs at country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

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Table of Contents

1. About this Report.
1.1. Summary
1.2. Methodology
1.3. Social Commerce Definitions
1.4. Disclaimer

2. United Arab Emirates Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1. United Arab Emirates Ecommerce - Gross Merchandise Value Trend Analysis, 2019-2028
2.2. United Arab Emirates Ecommerce - Average Value Per Transaction Trend Analysis, 2019-2028
2.3. United Arab Emirates Ecommerce - Transaction Volume Trend Analysis, 2019-2028

3. United Arab Emirates Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1. United Arab Emirates Social Commerce - Gross Merchandise Value Trend Analysis, 2019-2028
3.2. United Arab Emirates Social Commerce - Transaction Volume Trend Analysis, 2019-2028
3.3. United Arab Emirates Social Commerce - Average Value Per Transaction Trend Analysis, 2019-2028
3.4. United Arab Emirates Social Commerce Market Share Analysis by Key Players, 2021

4. United Arab Emirates Social Commerce Industry Market Size and Forecast by Retail Product Categories
4.1. United Arab Emirates Social Commerce Market Share by Retail Product Categories (%), 2022 Vs. 2028
4.2. United Arab Emirates Social Commerce Clothing & Footwear - Gross Merchandise Value Trend Analysis, 2019-2028
4.3. United Arab Emirates Social Commerce Beauty and Personal Care - Gross Merchandise Value Trend Analysis, 2019-2028
4.4. United Arab Emirates Social Commerce Food & Grocery - Gross Merchandise Value Trend Analysis, 2019-2028
4.5. United Arab Emirates Social Commerce Appliances and Electronics - Gross Merchandise Value Trend Analysis, 2019-2028
4.6. United Arab Emirates Social Commerce Home Improvement - Gross Merchandise Value Trend Analysis, 2019-2028
4.7. United Arab Emirates Social Commerce Travel - Gross Merchandise Value Trend Analysis, 2019-2028
4.8. United Arab Emirates Social Commerce Hospitality - Gross Merchandise Value Trend Analysis, 2019-2028

5. United Arab Emirates Social Commerce Industry Market Size and Forecast by End Use Segment
5.1. United Arab Emirates Social Commerce Market Share by End Use Segment (%), 2022 Vs. 2028
5.2. United Arab Emirates Social Commerce B2B Segment - Gross Merchandise Value Trend Analysis, 2019-2028
5.3. United Arab Emirates Social Commerce B2C Segment - Gross Merchandise Value Trend Analysis, 2019-2028
5.4. United Arab Emirates Social Commerce C2C Segment - Gross Merchandise Value Trend Analysis, 2019-2028

6. United Arab Emirates Social Commerce Industry Market Size and Forecast by End Use Device
6.1. United Arab Emirates Social Commerce Market Share by End Use Device (%), 2022 Vs. 2028
6.2. United Arab Emirates Social Commerce by Mobile - Gross Merchandise Value Trend Analysis, 2019-2028
6.3. United Arab Emirates Social Commerce by Desktop - Gross Merchandise Value Trend Analysis, 2019-2028

7. United Arab Emirates Social Commerce Industry Market Size and Forecast by Location
7.1. United Arab Emirates Social Commerce Market Share by Location (%), 2022 Vs. 2028
7.2. United Arab Emirates Social Commerce by Cross Border - Gross Merchandise Value Trend Analysis, 2019-2028
7.3. United Arab Emirates Social Commerce by Domestic - Gross Merchandise Value Trend Analysis, 2019-2028

8. United Arab Emirates Social Commerce Industry Market Size and Forecast by Cities
8.1. United Arab Emirates Social Commerce Market Share by Cities (%), 2022 Vs. 2028
8.2. United Arab Emirates Social Commerce by Tier-1 Cities - Gross Merchandise Value Trend Analysis, 2019-2028
8.3. United Arab Emirates Social Commerce by Tier-2 Cities - Gross Merchandise Value Trend Analysis, 2019-2028
8.4. United Arab Emirates Social Commerce by Tier-3 Cities - Gross Merchandise Value Trend Analysis, 2019-2028

9. United Arab Emirates Social Commerce Industry Market Size and Forecast by Payment Method
9.1. United Arab Emirates Social Commerce Market Share by Payment Method (%), 2022 Vs. 2028
9.2. United Arab Emirates Social Commerce Payment by Credit Card - Gross Merchandise Value Trend Analysis, 2019-2028
9.3. United Arab Emirates Social Commerce Payment by Debit Card - Gross Merchandise Value Trend Analysis, 2019-2028
9.4. United Arab Emirates Social Commerce Payment by Bank Transfer - Gross Merchandise Value Trend Analysis, 2019-2028
9.5. United Arab Emirates Social Commerce Payment by Prepaid Card - Gross Merchandise Value Trend Analysis, 2019-2028
9.6. United Arab Emirates Social Commerce Payment by Digital & Mobile Wallet - Gross Merchandise Value Trend Analysis, 2019-2028
9.7. United Arab Emirates Social Commerce Payment by Other Digital Payment - Gross Merchandise Value Trend Analysis, 2019-2028
9.8. United Arab Emirates Social Commerce Payment by Cash - Gross Merchandise Value Trend Analysis, 2019-2028

10. United Arab Emirates Social Commerce Industry Market Size and Forecast by Platforms
10.1. United Arab Emirates Social Commerce Market Share by Platforms Method (%), 2022 Vs. 2028
10.2. United Arab Emirates Social Commerce Platforms by Video Commerce (Live Stream + Pre-recorded) - Gross Merchandise Value Trend Analysis, 2019-2028
10.3. United Arab Emirates Social Commerce Platforms by Social Network-Led Commerce - Gross Merchandise Value Trend Analysis, 2019-2028
10.4. United Arab Emirates Social Commerce Platforms by Social Reselling - Gross Merchandise Value Trend Analysis, 2019-2028
10.5. United Arab Emirates Social Commerce Platforms by Group Buying - Gross Merchandise Value Trend Analysis, 2019-2028
10.6. United Arab Emirates Social Commerce Platforms by Product Review Platforms - Gross Merchandise Value Trend Analysis, 2019-2028

11. United Arab Emirates Social Commerce Industry Market Size and Forecast by Contents
11.1. United Arab Emirates Social Commerce Market Share by Contents (%), 2022 Vs. 2028
11.2. United Arab Emirates Social Commerce Contents by Live Streamers - Gross Merchandise Value Trend Analysis, 2019-2028
11.3. United Arab Emirates Social Commerce Contents by Gaming Streamers - Gross Merchandise Value Trend Analysis, 2019-2028
11.4. United Arab Emirates Social Commerce Contents by Reels - Gross Merchandise Value Trend Analysis, 2019-2028
11.5. United Arab Emirates Social Commerce Contents by Influencers - Gross Merchandise Value Trend Analysis, 2019-2028
11.6. United Arab Emirates Social Commerce Contents by Stories - Gross Merchandise Value Trend Analysis, 2019-2028

12. United Arab Emirates Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
12.1. United Arab Emirates Social Commerce Spend Share by Age Group, 2022
12.2. United Arab Emirates Social Commerce by Age Group - Gen Z (15-27) - Gross Merchandise Value Trend Analysis, 2019-2028
12.3. United Arab Emirates Social Commerce by Age Group - Millennials (28-44) - Gross Merchandise Value Trend Analysis, 2019-2028
12.4. United Arab Emirates Social Commerce by Age Group - Gen X (45 - 60) - Gross Merchandise Value Trend Analysis, 2019-2028
12.5. United Arab Emirates Social Commerce by Age Group - Baby Boomers (60+) - Gross Merchandise Value Trend Analysis, 2019-2028
12.6. United Arab Emirates Social Commerce Share by Income Level, 2022
12.7. United Arab Emirates Social Commerce Share by Gender, 2022

13. Further Reading
13.1. About PayNXT360
13.2. Related Research

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List of Tables/Graphs

Table 1: United Arab Emirates Ecommerce – Gross Merchandise Value (US$ Million), 2019-2028
Table 2: United Arab Emirates Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2019-2028
Table 3: United Arab Emirates Ecommerce – Transaction Volume (Million), 2019-2028
Table 4: United Arab Emirates Social Commerce – Gross Merchandise Value (US$ Million), 2019-2028
Table 5: United Arab Emirates Social Commerce – Transaction Volume (Million), 2019-2028
Table 6: United Arab Emirates Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2019-2028
Table 7: United Arab Emirates Social Commerce Clothing & Footwear – Gross Merchandise Value (US$ Million), 2019-2028
Table 8: United Arab Emirates Social Commerce Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2019-2028
Table 9: United Arab Emirates Social Commerce Food & Grocery – Gross Merchandise Value (US$ Million), 2019-2028
Table 10: United Arab Emirates Social Commerce Appliances and Electronics – Gross Merchandise Value (US$ Million), 2019-2028
Table 11: United Arab Emirates Social Commerce Home Improvement – Gross Merchandise Value (US$ Million), 2019-2028
Table 12: United Arab Emirates Social Commerce Travel – Gross Merchandise Value (US$ Million), 2019-2028
Table 13: United Arab Emirates Social Commerce Hospitality – Gross Merchandise Value (US$ Million), 2019-2028
Table 14: United Arab Emirates Social Commerce B2B Segment – Gross Merchandise Value (US$ Million), 2019-2028
Table 15: United Arab Emirates Social Commerce B2C Segment – Gross Merchandise Value (US$ Million), 2019-2028
Table 16: United Arab Emirates Social Commerce C2C Segment – Gross Merchandise Value (US$ Million), 2019-2028
Table 17: United Arab Emirates Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2019-2028
Table 18: United Arab Emirates Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2019-2028
Table 19: United Arab Emirates Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2019-2028
Table 20: United Arab Emirates Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2019-2028
Table 21: United Arab Emirates Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2019-2028
Table 22: United Arab Emirates Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2019-2028
Table 23: United Arab Emirates Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2019-2028
Table 24: United Arab Emirates Social Commerce Payment by Credit Card – Gross Merchandise Value (US$ Million), 2019-2028
Table 25: United Arab Emirates Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2019-2028
Table 26: United Arab Emirates Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2019-2028
Table 27: United Arab Emirates Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2019-2028
Table 28: United Arab Emirates Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2019-2028
Table 29: United Arab Emirates Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2019-2028
Table 30: United Arab Emirates Social Commerce Payment by Cash – Gross Merchandise Value (US$ Million), 2019-2028
Table 31: United Arab Emirates Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value (US$ Million), 2019-2028
Table 32: United Arab Emirates Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2019-2028
Table 33: United Arab Emirates Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2019-2028
Table 34: United Arab Emirates Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2019-2028
Table 35: United Arab Emirates Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2019-2028
Table 36: United Arab Emirates Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2019-2028
Table 37: United Arab Emirates Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2019-2028
Table 38: United Arab Emirates Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2019-2028
Table 39: United Arab Emirates Social Commerce Contents by Influencers – Gross Merchandise Value (US$ Million), 2019-2028
Table 40: United Arab Emirates Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2019-2028
Table 41: United Arab Emirates Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2019-2028
Table 42: United Arab Emirates Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2019-2028
Table 43: United Arab Emirates Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2019-2028
Table 44: United Arab Emirates Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2019-2028