The UAE has led the growth of B2C E-Commerce in the Middle East in the past several years by a number of measures. Apart from being the largest online market in terms of sales, it also has the best infrastructure for B2C E-Commerce, with the highest mobile, smartphone, Internet and payment card penetration. With more consumers shopping online every year, the share of B2C E-Commerce on total retail sales of goods in the UAE is forecasted to triple between 2014 and 2019.
The two major trends on the B2C E-Commerce market in the UAE are the rise of M-Commerce and cross-border online shopping. A quarter of online shoppers in the country made their last online purchase on smartphones, as of early 2014. Regarding cross-border, almost two-thirds of all online shoppers purchased directly from foreign E-Commerce merchants last year. Amazon.com and eBay are among the largest players in the country, while a local company, Souq.com, is an unbeaten market leader.