• E-commerce and social media trading are among the most prominent growth channels in the UAE, with 51% of shoppers expecting to increase their purchases through e-commerce and 36% expecting to increase their purchases through social media platforms over the next five years .
• Convenience remains a key focus in the UAE e-commerce experience, with 84% of shoppers preferring home delivery and 73% preferring to pick up returned goods from home .
• Premium logistics services have become a common practice in the UAE, with 64% of shoppers having a paid subscription for delivery and return services, while 73% of companies provide this service .

United Arab Emirates - New research by DHL eCommerce indicates that artificial intelligence may soon take over choosing what we buy, and that sustainability has moved from being an added feature to an indispensable requirement, while shopping for secondhand products continues to rapidly establish itself within the mainstream of consumer behavior .

The E-commerce Trends 2026 report, based on the results of a survey of 29,000 online shoppers and 5,800 e-commerce companies in 29 countries, including the UAE, highlights the major shifts that retailers need to prepare for in the coming years, and how to best respond to the changing e-commerce landscape .

In this context, Abdulaziz Bousbait, CEO of DHL Express Middle East and North Africa, stated: “The UAE’s strength as an e-commerce market lies in its combination of a highly digitized society, strong global and regional connectivity, and a consumer base quick to adopt new online shopping habits. As digital platforms, flexible payment options, and delivery service expectations continue to shape the market, businesses have a strong foundation for growth. For UAE retailers, staying connected to the local market, meeting local demand, and capitalizing on cross-border opportunities will be key factors as the e-commerce sector continues to evolve.”

The DHL eCommerce Trends 2026 report reveals that the UAE is among the markets where digital commerce habits are developing at a particularly rapid pace. Over the next five years, 52% of shoppers in the UAE expect to increase their browsing and purchasing through online retailers' websites, 51% through e-commerce marketplaces, 47% through mobile apps, and 37% through AI-powered chatbots or virtual assistants .

On the corporate level, UAE companies are also preparing to continue expanding their sales channels, with 68% expecting increased customer activity through social media platforms, 65% through applications, 64% through e-commerce marketplaces, and 59% through AI-powered chat tools or virtual assistants .

Social media commerce also plays a prominent role in the UAE. According to the report, 68% of shoppers in the UAE made purchases via Facebook, 67% via Instagram, 57% via TikTok, and 41% via YouTube. Businesses are also active on these same channels, with 82% selling via Facebook, 75% via Instagram, 73% via TikTok, and 52% via YouTube .

Online marketplaces also remain crucial, with Amazon ranked as the most popular e-commerce platform for both shoppers and businesses in the UAE . The global e-commerce market is also undergoing rapid behavioral changes, widening the gap between what modern shoppers demand and what e-commerce companies are prepared to offer. Artificial intelligence continues to reshape consumer habits and accelerate innovation across the entire e-commerce ecosystem. In this context, it has begun to fundamentally transform traditional models and may eventually lead to the disappearance of virtual storefronts as we know them today. Maintaining consumer loyalty in this evolving landscape requires moving beyond simply focusing on transaction speed to mastering the elements of trust during checkout, offering multiple payment options, and providing convenient and localized delivery services .

In this context, Pablo Ciano, CEO of DHL eCommerce, commented: “The ability to understand and respond to customer needs has always been fundamental to success, but our new eCommerce Trends report shows that artificial intelligence is redefining this advantage at an unprecedented pace. Consumers can identify the best deals in fractions of a second, and retailers can gain insights that allow them to instantly capitalize on changes in demand. For us, as the provider of the delivery infrastructure that supports eCommerce, AI enables new levels of speed, flexibility, and accuracy. In this new era, the winners will be those who move at the fastest pace and translate that speed into more efficient and distinctive customer experiences.”

To help brands navigate this rapidly evolving landscape, DHL eCommerce has identified key trends – both short-term and long-term – that businesses cannot ignore :

An online shopper may not be human.

Nearly a third of shoppers (29%) – rising to 33% among Gen Z and 36% among Millennials – said they would be happy to let AI take control of their shopping and make or execute purchase decisions for them within the next five years. Around two-thirds of businesses (59%) also expect shoppers to rely on virtual assistants for browsing and purchasing in the future .

As generative AI continues to reshape the entire shopping journey, from product discovery to after-sales services, 73% of companies expect to increase its use over the next five years, despite ongoing concerns related to privacy and consumer trust, which were cited by 48% of them .

In the UAE, these shifts are already underway, with 51% of shoppers using AI-powered conversational tools while shopping online, placing the country among the most advanced markets for AI-enabled shopping in the study. At the enterprise level, 91% of UAE e-commerce companies already utilize some form of AI across their platforms, while 84% anticipate increasing their adoption of these technologies over the next five years .

Home delivery becomes the new standard

For consumers, the demand for innovation in delivery services stems from the ongoing need for convenience and flexibility. One-fifth of shoppers (20%) reported that faster delivery would encourage them to complete their purchases, while three out of ten shoppers currently rely on delivery and pickup locations outside their homes to meet the demands of their busy daily lives. To capitalize on this trend, businesses will need implementation and operational models that offer greater flexibility and reliability, along with convenient pickup and return options .

In the UAE, the convenience of home delivery services remains the preferred option, with 84% of shoppers opting for home delivery and 73% preferring to collect returned items from home. Meanwhile, delivery options outside the home are gaining importance, with 12% of shoppers using smart parcel lockers for receiving packages and 23% using them for returns . UAE shoppers also demonstrate a strong interest in premium logistics services, with 64% already having a paid delivery and returns subscription, 73% of companies offering such subscriptions, and another 24% planning to launch them in the future .

Free delivery and returns remain key factors driving shoppers to complete purchases, posing a continued challenge to the costs and profit margins of online retailers in a competitive market. Conversely, seven out of ten shoppers confirm that trust in delivery partners and the variety of available delivery options are crucial factors when choosing a brand .

A similar gap is evident at the digital checkout point; 62% of shoppers confirm they would immediately abandon the purchase if their preferred payment method was unavailable, while only 45% of businesses currently recognize this factor as a major reason for abandoning shopping carts .

The house will become a sustainable source of income.

The lines between buyer and seller continue to blur, as peer-to-peer secondhand trade nears mainstream status. One in two consumers (52%) has sold an item through an online marketplace, with the figure rising to 62% among millennials and 58% among Gen Z, while dropping to just 35% among baby boomers .

Globally, Europeans are the most active in selling products among individuals, with 57% reporting that they sell their products through online marketplaces . While this is not true for all consumers, many are turning to online buying and selling to adopt more sustainable habits, with 45% indicating that they buy second-hand or refurbished products for sustainability reasons, and another 15% saying they might consider doing so in the future .

The world is also witnessing a clear shift in this area, with markets including the United Arab Emirates, Nigeria, India, Malaysia and Saudi Arabia leading the way in circular economy and sustainable e-commerce initiatives, driven in particular by millennials and mid-sized companies that are driving the implementation of more sustainable e-commerce practices .

Overall, 42% of consumers expect sustainable logistics to become a standard within the next five years, after previously being considered a competitive advantage for retailers and logistics partners .

About the DHL E-commerce Trends Report 2026

The DHL E-commerce Trends 2026 report was based on a survey of 29,000 consumers and 5,800 businesses across Europe, North America, Asia Pacific, Latin America, the Middle East, and Sub-Saharan Africa. By combining the perspectives of shoppers and businesses into a unified view, the report provides practical insights to help e-commerce brands respond to evolving operational requirements .

For more information and to view the full report :

• dhl.com/2026-report
• dhl.com/reports
• dhl.com/e-commerce-report

For media inquiries :

DHL Group
Media Relations Department – Middle East and North Africa
Raja Dorinkamp

Email : ragah.dorenkamp@dhl.com
Website: group.dhl.com/press

DHL – The Global Logistics Company

DHL is the world's leading brand in the logistics sector. DHL's business sectors provide an unparalleled integrated range of logistics services including domestic and international parcel delivery, e-commerce shipping and fulfillment solutions, international express transportation, land, air and sea transportation, as well as industrial supply chain management .

With nearly 389,000 employees working in more than 220 countries and territories worldwide, DHL connects people and businesses safely and reliably, enabling sustainable global trade flows. It also provides specialized solutions for high-growth markets and sectors, including technology, life sciences and healthcare, engineering, manufacturing and energy, automotive and mobility, and retail, reinforcing its position as the "World's Logistics Company."

DHL is part of the DHL Group. The Group generated revenues of approximately €82.9 billion in 2025. Through sustainable business practices and its commitment to society and the environment, the Group contributes to a positive global impact and aims to achieve net-zero emissions in its logistics operations by 2050 .

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