Millennials and Gen Z are leading a retail revolution in the UAE, turning their smartphones into their go-to shopping destination. According to the newly released 2025 Global Digital Shopping Index – UAE edition, the country’s youngest consumers are driving the UAE to the top of the global mobile shopping leaderboard.
The report, commissioned by Visa Acceptance Solutions and conducted by PYMNTS Intelligence, surveyed 1,679 consumers and 329 merchants across the UAE. The findings reveal a dramatic rise in mobile-first shopping habits, with Millennials and Gen Z leading the charge.
Mobile is the New Mall
A whopping 67% of UAE consumers used their phones as part of their most recent retail purchase, a 23% increase since 2022. But it’s the younger generations setting the pace:
- 73% of Millennials shopped using their phones during their last purchase
- Gen Z isn’t far behind, proving that mobile shopping is second nature to digital natives
These generations are not just buying, they’re reshaping the entire shopping experience, demanding speed, security, and flexibility at every step.
Tech-Savvy, Security-First Shoppers
Younger UAE shoppers are also embracing biometric authentication, like fingerprint or facial recognition, more than ever. 32% of UAE consumers used biometrics in their latest online retail transaction, nearly double the global average of 17%.
What Young Shoppers Value
Millennials and Gen Z in the UAE expect more than just fast checkouts. Their top demands include:
- Rewards programmes (75%)
- Free shipping (73%)
- Price matching (70%)
- Cross-channel flexibility (53%)—blending in-store, mobile, and desktop shopping
They’re also more likely to shop online for home delivery, with 38% of UAE consumers choosing this convenience in their most recent purchase.
Setting a Global Standard
The UAE now has the highest rate of mobile-based online shopping globally (37%), outpacing Singapore, the UK, and Brazil. Industry experts attribute this to a strong digital ecosystem backed by collaborative efforts between the UAE government, retailers, and fintech partners.
“Millennials and Gen Z are shaping this future—and we’re proud to support it through innovations like Click to Pay,” said Salima Gutieva, Visa’s Vice President and Country Manager for the UAE.
Future of Retail: In Their Hands
The takeaway? Mobile-first isn’t coming, it’s already here, thanks to the tech-savvy preferences of the UAE’s younger generations. Whether it’s a tap, swipe, or biometric scan, Millennials and Gen Z are making mobile shopping the new normal in the Emirates.