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.

Afghan cricket sensation Rashid Khan has been named the new brand ambassador for Dubai-based MH Developers, a leading real estate firm making major strides in the emirate’s booming property sector.

The announcement comes at a time when Dubai’s real estate market is hitting new highs, with the first half of 2025 showing a 15% year-on-year rise in property prices and a 20% increase in transaction volumes, driven by strong investor confidence, economic stability, and world-class infrastructure.

Cricket and Construction Come Together

Known for his record-breaking feats on the pitch, including being the fastest bowler to reach 100 wickets in T20 internationals, Rashid Khan brings his global appeal and winning mindset to the real estate arena.

“The UAE has always been a second home for Afghan cricket, offering support and opportunity during difficult times,” said Khan. 

“This collaboration with MH Developers is a natural fit for me, professionally and personally, as it reflects shared values of resilience, growth, and building a better future.”

A Strategic Move by MH Developers

Murtaza Hashmi, CEO of MH Developers, said the partnership with Khan is part of a broader strategy to connect with new audiences and tap into Dubai’s rising profile as a global hub for luxury living and smart investment.

“Dubai offers a secure, well-regulated environment that continues to attract buyers and investors from around the world,” said Hashmi. 

“Rashid Khan’s international reputation and unwavering pursuit of excellence align perfectly with our mission to deliver top-tier real estate solutions during this exciting time for the market.”

What’s Next for MH Developers?

With this partnership in place, MH Developers plans to roll out signature projects that blend sophisticated design with solid investment potential, tailored to the modern lifestyle demands of Dubai’s growing resident and investor base.

If you’ve been dreaming of owning a home in Dubai but weren’t sure where to start, the city just made it easier. A brand-new initiative, launched by the Dubai Land Department (DLD) and the Dubai Department of Economy and Tourism (DET), is offering residents a chance to step onto the property ladder with exclusive incentives and support.

Called the First-Time Home Buyer Programme, the initiative is open to all UAE residents aged 18 and above who don’t currently own a freehold home in Dubai. It offers early access to newly launched developments, special prices on homes valued up to Dh5 million, and custom mortgage solutions from leading local banks.

At its core, the programme is designed to make homeownership more accessible and attractive to both Emiratis and expats, encouraging long-term investment and helping residents put down real roots in the city.

Announced during a press conference at DLD, the launch was attended by senior officials, including Majid Al Marri, CEO of the Real Estate Registration Sector at DLD, and Hadi Badri, CEO of the Dubai Economic Development Corporation at DET, along with representatives from top developers and banks.

Here’s what you get as a first-time buyer in Dubai:

• Priority access to upcoming property launches
• Preferential pricing on selected units up to Dh5 million
• Tailored mortgages from banks, including Emirates NBD, Dubai Islamic Bank, Mashreq, and others

Major developers such as Emaar, DAMAC, Nakheel, Azizi, Binghatti, and Meraas are already on board, ensuring a wide selection of properties across the city.

Officials say the programme not only aims to help more residents become homeowners, but also supports Dubai’s long-term economic vision, as part of the Real Estate Strategy 2033 and the D33 Agenda.

“Dubai’s real estate market must reflect the diversity and ambition of its residents,” said Omar Bu Shehab, Director-General of DLD. “This programme opens the door for more people to invest in their futures here.”

Whether you’re a young professional thinking of buying your first apartment or a family looking to make Dubai your permanent base, the First-Time Home Buyer Programme could be your opportunity to finally make that move.