Dubai: With discounts of up to 90%, e-commerce platforms in the UAE are racing to attract shoppers during the 11.11 sales season, which peaks tomorrow, Wednesday, amid wide offers on electronics, smartphones, clothing and home appliances, in addition to further discounts in cooperation with banks and payment companies, in a season that stimulates sales and consumer spending.
The discounts come in a market projected to reach Dh42.2 billion in 2025, compared to Dh17.6 billion in 2020, representing a compound annual growth rate of 19%, with expectations of reaching Dh67.2 billion by 2030, according to a report by EZDubai in collaboration with Euromonitor International. Clothing and footwear led the e-commerce sectors, with a value of Dh11.4 billion in 2025.
The latest data from AppsFlyer revealed that purchases via shopping apps in the UAE on 11.11 in 2025 increased by 58%, compared to the daily average during a five-week monitoring period, which also included the White Friday and Cyber Monday sales seasons.
Amazon UAE launched its promotions from November 5 to 12, offering discounts of up to 70% on select products across more than 30 categories, including electronics and home appliances.
Meanwhile, Noon's promotions continue until November 13, with discounts of up to 90% on fashion and technology, along with offers starting from just one dirham.
Ounass is also participating with offers on luxury products, joining numerous other e-commerce platforms competing to attract consumers with discounts, fast delivery, and flexible payment options.
Banks are entering the competition with additional discounts, instalment plans, and cashback offers, while the season's economic impact extends to the logistics, warehousing, delivery, and digital payment sectors, with increased demand and faster inventory turnover.
This competition reflects the continued growth of e-commerce in the UAE, which accounted for 15.7% of total retail sales in 2025, with expectations that its share will exceed 20% by 2030, driven by the development of digital infrastructure and changing shopping habits.