E-commerce platforms in the UAE have rolled out extensive discounts reaching up to 90% to attract consumers during the 11.11 sales season, according to a report by Emirates 24|7. The promotions span smartphones, electronics, apparel, and home appliances, supported by partnerships with commercial banks and payment companies offering instalment arrangements and cashback incentives.
Major retailers participating in the campaign include Amazon UAE, which introduced promotions running from November 5 to 12 with reductions of up to 70% across more than 30 product categories. Competitor Noon scheduled promotions through November 13 offering cuts of up to 90% on fashion and technology alongside entry prices starting from Dh1, while luxury marketplace Ounass also rolled out seasonal offers.
The annual promotional peak comes as the UAE e-commerce sector expands rapidly. An industry study by EZDubai in collaboration with Euromonitor International projected the market to reach Dh42.2 billion in 2025, compared to Dh17.6 billion in 2020, representing a compound annual growth rate of 19%. The report forecasts the market to reach Dh67.2 billion by 2030, with online shopping accounting for 15.7% of total retail sales in 2025 and expected to surpass 20% by 2030.
Clothing and footwear formed the leading e-commerce category in the UAE, valued at Dh11.4 billion in 2025, Emirates 24|7 reported. In addition, data from mobile analytics firm AppsFlyer showed that shopping app purchases in the UAE on 11.11 in 2025 rose by 58% compared to the daily average recorded across a five-week tracking period encompassing White Friday and Cyber Monday.
The seasonal surge is having a direct operational impact beyond retail, accelerating inventory turnover and raising transaction volumes across warehousing, courier distribution, logistics networks, and digital payment infrastructure.
Sources
- Emirates 24|7 · 2026-11-09
