Emirati retail adopts sofa economy
The UAE is experiencing a significant shift towards reliance on digital payments and home-based shopping, with the share of online and app-based payments reaching 55% in 2026 — a 20 percentage point increase compared to 2019. Additionally, the repeat online purchase rate has risen to approximately 25.7%, while the use of food delivery apps has grown to 30%, reflecting the expanding concept of the "couch economy" that enables consumers to carry out various activities from home using technology. This trend indicates an increase in daily digital activities, reaching up to 2.3 activities per person, and highlights that payment methods have become an essential part of purchasing decisions. Moreover, shopping experiences leveraging artificial intelligence are evolving, with growing confidence in digital shopping tools, although users remain somewhat cautious about completing payments through AI agencies.
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