Market playbook
UAE
~10M people · high-income, high e-commerce penetration · gateway to the wider GCC
Market lead — Shamas
Retail structure
Amazon.ae and Noon dominate online; Dubai and Sharjah malls anchor offline. A demanding, brand-aware buyer used to fast delivery and easy returns.
What is hard
Marketplace competition is fierce and margin-thin. Amazon/Noon account health, ad spend and review velocity all need constant management.
What we have there
A guest team member resident in the UAE since 2008, running Amazon and Noon accounts and consulting on online brand growth and sales scaling.
Approvals you will need
| Approval | Covers | Typical time |
|---|---|---|
| ECAS / EQM conformity | Electrical and electronic products | 3–6 weeks |
| TDRA type approval | Wireless and telecom devices | 2–4 weeks |
Customs and tax basics
- Customs duty of 5% on most goods
- VAT of 5%
- Free zones for re-export to the GCC and Africa
Where it sells
- Amazon.ae and Noon dominate online
- Hypermarkets and electronics chains
- Dubai and Sharjah malls
- Re-export traders serving the wider region
Cities we cover
Dubai · Sharjah · Abu Dhabi
Visiting
- Visit visas are straightforward for most passports; we advise on the right one
- Our team meets you at the airport and stays with you
- Best months to visit: October to April
Figures, approvals and timelines are indicative and change with each budget. Your market lead confirms them for your product.