As digital transformation reshapes global commerce, the United Arab Emirates is emerging as a leader in mobile-first shopping. A new study shows that the UAE is now the top market worldwide for mobile shopping, reflecting the country’s rapid digital adoption, strong regulatory support, and consumer readiness.

The findings are from the 2025 Global Digital Shopping Index – UAE Edition, commissioned by Visa Acceptance Solutions and conducted by PYMNTS Intelligence. Based on a survey of 1,679 consumers and 329 merchants in the UAE, the report examines the growing impact of mobile technology on consumer behavior and retail operations.

According to the study, 67% of UAE shoppers used a mobile phone during their most recent retail purchase, an increase of 23% since 2022. The UAE now leads the world in online shopping via mobile devices, with a usage rate of 37%, ahead of Singapore at 34.8%, the UK at 27.6%, and Brazil at 24.4%.

Biometric security features are also gaining traction, with 32% of UAE consumers using facial recognition or fingerprint authentication for their latest online purchase, nearly double the global average of 17%.

The UAE ranks second globally in interest in cross-channel shopping, with 53% of consumers seeking seamless experiences across physical and digital platforms. Rewards programs at 75%, free shipping at 73%, and price matching at 70% are among the top shopper preferences.

Salima Gutieva, Visa’s Vice President and Country Manager for UAE, said: “The UAE’s approach shows what is possible when all stakeholders work together to build the future of commerce. Visa is delighted to contribute to the UAE government’s digital commerce agenda, and we remain committed to working with local businesses and banks to introduce innovations such as Visa’s Click to Pay that can deliver the digital payment experiences that today’s consumers demand.”

Millennials are leading the shift, with 73% using mobile devices for shopping, while adoption among baby boomers remains lower at 18%.