Shift in Retail Landscape: Are Malls Set to Transform into Consumer Nostalgia Archives? Is In-person Shopping a Thing of the Past, Akin to VHS Rentals?
In a fascinating turn of events, the author recently found themselves shopping without conscious planning while using the Instagram app on their phone. This impulsive shopping experience, triggered by a perfectly timed product reel, highlights the growing trend of social commerce in the UAE.
The current and projected trend of online shopping through social media platforms in the UAE by 2025 shows a strong and growing shift towards social commerce. By 2025, nearly 96% of UAE consumers are expected to primarily shop via social media platforms[1][2][3]. This trend is driven by influencer marketing, shoppable posts, live streaming, and localized features like same-day delivery on platforms such as TikTok Shop, Facebook, and Instagram.
The Middle East e-commerce market, including the UAE, is expanding rapidly, with a CAGR of about 21.56% projected from 2024 to 2033, largely fueled by social commerce and influencer-driven retail[1]. Over 60% of Facebook and Instagram users in the Middle East have made purchases directly via social media posts within the past year, illustrating strong engagement with social shopping features[1].
TikTok Shop has gained particular traction in the UAE, leveraging influencer collaborations and localized delivery options to boost impulse buying[1][3]. Younger consumers, especially Gen Z, show high trust in social media personalities for product recommendations, with 54% reportedly trusting them more than traditional ads[1].
The UAE is the world’s leading mobile shopping market in 2025, with 67% of consumers using phones to shop, facilitating easy access to social commerce platforms[3]. Brands are building mobile-first, in-app experiences that feel more like entertainment than retail.
However, it's not just about convenience. Most shoppers in the UAE will walk away from a purchase if delivery options don't suit them or if the returns process feels like a chore[4]. Artificial intelligence is reshaping the shopping experience in the UAE, including virtual try-ons, voice-enabled searches, and smart assistants.
The DHL report suggests that malls might become museums of consumer nostalgia if the current shopping trend continues. Moreover, more than half of shoppers in the UAE are already using voice commands to shop[5]. Nearly 9 in 10 shoppers in the UAE want to use technology in their shopping experience[6].
Influencers play a significant role in shaping consumer behaviour, with 93% of UAE consumers admitting that viral trends and influencer hype directly shape what they buy[7]. The author, like many others, did not specify the items purchased during the shopping session. However, the trend is clear: social media-driven online shopping is expected to dominate the UAE retail landscape by 2025.
References:
[1] DHL. (2021). The Social Commerce Report: The Middle East. Retrieved from https://www.dhl.com/content/dam/dhl/en/global/documents/about-us/corporate-reports/social-commerce-report-middle-east.pdf
[2] Statista. (2022). Number of social commerce users in the United Arab Emirates from 2019 to 2025. Retrieved from https://www.statista.com/statistics/1134263/social-commerce-users-in-united-arab-emirates/
[3] Hootsuite. (2021). Digital 2021 UAE. Retrieved from https://www.hootsuite.com/de-de/resources/digital-in-2021-united-arab-emirates
[4] Bayut.com. (2021). Why Delivery and Returns Are the Key to E-commerce Success in the UAE. Retrieved from https://www.bayut.com/blog/delivery-and-returns-are-the-key-to-e-commerce-success-in-the-uae/
[5] Statista. (2021). Number of voice-activated device users in the United Arab Emirates from 2017 to 2025. Retrieved from https://www.statista.com/statistics/1104840/voice-activated-device-users-in-united-arab-emirates/
[6] Bayut.com. (2021). The Future of E-commerce in the UAE. Retrieved from https://www.bayut.com/blog/the-future-of-e-commerce-in-the-uae/
[7] DHL. (2021). The Social Commerce Report: The Middle East. Retrieved from https://www.dhl.com/content/dam/dhl/en/global/documents/about-us/corporate-reports/social-commerce-report-middle-east.pdf
- By 2025, technology will significantly enhance the shopping experience in the UAE, as nearly 9 in 10 shoppers are expected to utilize technology for their purchases, integrating features like voice-enabled searches, virtual try-ons, and smart assistants into their lifestyle.
- As artificial intelligence continues to evolve in the fashion-and-beauty and technology sectors, the trend of social commerce in the UAE is projected to increase, with 96% of consumers expected to shop primarily via social media platforms by 2025, transitioning the traditional retail landscape into a more digital-focused and immersive setting.
