Dubai: The “11-11” offers, one of the world’s largest shopping events, have highlighted growing competition between e-commerce platforms and traditional retailers in Dubai, with discounts ranging from 20% to 60% and promotional packages offering additional gifts with selected purchases.
The offers began the day before yesterday and will continue at a number of stores and platforms until the middle of this month. Retailers are using a range of incentives to attract consumers and increase sales.
E-commerce platforms are offering additional discounts, wider instalment payment options and cashback of up to 20%. Traditional stores, meanwhile, are focusing on larger discounts and their presence in shopping centres, where consumers can examine and try products before buying, as well as benefit from loyalty and rewards programmes.
Retail sector officials said competition between shopping channels has helped boost sales in Dubai, supported by the variety of offers and their timing alongside tourism activity in the emirate.
Dilip Vishal, a sales manager at a retail chain, said the “11-11” promotions have significantly boosted retail sales in Dubai, adding that several stores are continuing their discounts until the middle of the month to coincide with increased tourist activity.
He said many stores are participating by offering promotional discounts without explicitly linking them to “11-11”, while e-commerce platforms prominently feature the event in their marketing campaigns because of its global recognition as a major online shopping event.
Vishal said competition is no longer limited to e-commerce platforms, with traditional retailers increasingly seeking to strengthen their presence and attract more shoppers.
Nathan Baiju, a sales manager at a clothing and footwear store, said stores had introduced discounts to coincide with “11-11”, which gained global recognition as a major shopping event after being associated in some parts of the world with “Singles’ Day” before developing into a broader commercial event across various markets, including Arab markets.
He said competition between traditional stores and online platforms ultimately benefits consumers by providing a wider range of discounts and promotional advantages, giving shoppers more opportunities to compare offers and choose those that best suit them.
Baiju added that traditional stores benefit from their presence in shopping malls, easy accessibility and the ability for consumers to try products, particularly clothing, shoes and bags, before making a purchase. Stores also offer extensive discounts and loyalty programmes that provide shoppers with points and additional rewards.
Philip Patrick, development manager at an e-commerce platform, said “11-11” offers are more prominent on digital platforms than in traditional stores, but the expanding competition between the two shopping channels has helped stimulate retail sales.
He said the different advantages offered by each channel provide consumers with more choice. Physical stores offer immediate purchases and the opportunity to examine products directly, while online platforms can provide additional discounts that may exceed those available in stores, particularly when certain credit cards are used.
E-commerce platforms also offer a range of instalment payment plans, strengthening their ability to attract shoppers during promotional periods.