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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
all obtained data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are always made using the average currency exchange rate for the respective time period. Should the
currency figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in the United Arab Emirates (UAE). It includes relevant information about international comparisons, market
trends, B2C E-Commerce sales and shares, Internet users and shoppers, products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to B2C E-Commerce, such as sales and Internet penetration.
 Next, the “Trends” section includes an overview of market trends, such as cross-border B2C E-Commerce, M-Commerce and online comparison shopping.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales and B2C E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in online shopping.
 Finally, the “Players” section includes information about the leading B2C E-Commerce companies, including rankings of the top companies in terms of market
share and the most visited online shopping websites.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
 B2C E-COMMERCE SALES
the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total
sales generated through B2C E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign online shops and delivered from the country where the foreign shop is based or from a central logistics
facility, i.e. across the country’s borders.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering
The following expressions and definitions are used in this B2C E-Commerce market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 3)
1. Management Summary
2. Overview and International Comparisons
• B2C E-Commerce Market Overview and International Comparisons, April 2016
• Selected Socio-Economic Characteristics of the UAE, incl. Population, in millions, GDP, in USD billion, and GDP per Capita, in USD,
Compared to Algeria, Bahrain, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, 2014
• E-Commerce Sales in the UAE, Compared to Egypt, Jordan, Kuwait, Lebanon, Saudi Arabia, in USD billion, 2014 & 2020f
• Internet Penetration in the UAE, Compared to Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, UAE, Yemen, in %
of Individuals, 2014
• Internet Users and Penetration in the UAE, Compared to Egypt, Nigeria, Saudi Arabia, South Africa and Total for the Middle East and
Africa, in millions and in % of Population, 2013 - 2019f
• Mobile Phone Users and Penetration in the UAE, Compared to Egypt, Nigeria, Saudi Arabia, South Africa and Total for the Middle East
and Africa, in millions and in % of Population, 2013-2019f
• Devices Used to Access the Internet in the UAE, Compared to Egypt, Lebanon, Qatar, Saudi Arabia, Tunisia, in % of Internet Users, March
2015
• Share of Online Shoppers in the UAE Using a Smartphone to Shop Online, Compared to Egypt, Israel, Nigeria, South Africa, and the
Global Average, in %, 12 months to October 2015
• Breakdown of Frequency of Cross-Border Online Shopping in the UAE, Compared to Israel, Kenya, Nigeria, Saudi Arabia and South
Africa, in % of Online Shoppers, April 2015
• Breakdown of Payment Methods Used in Online Shopping in the UAE, Compared to Egypt, Jordan, Kuwait, Lebanon, Saudi Arabia, in %
of Online Shoppers, 2015e
3. Trends
• Overview of B2C E-Commerce Trends, April 2016
• Activities Carried Out via Mobile Internet, incl. “Online Shopping”, in % of Mobile Internet Users, 2014
• Mobile Shopper Penetration, in % of Residents, Q2 2015
• M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015
• Breakdown of Online Spending by Device, in %, 12 Months to October 2015
• Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015

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TABLE OF CONTENTS (2 OF 3)
3. Trends (Cont.)
• Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to October 2015
• Breakdown of the Last Online Purchase, by Website Type, in % of Online Shoppers, April 2015
4. Sales & Shares
• E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 - 2020f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2020f
5. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Number of Internet Subscriptions, in thousands, 2012 - 2015
• Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2014
• Online Shopper Penetration, in % of Individuals, Q2 2015
6. Products
• Product Categories Purchased Online, in % of Online Shoppers, May 2015
7. Payment
• Online and Mobile Payment Trends and News about Players, H2 2015
• Share of Online Shoppers Paying with Cash on Delivery, October 2015
8. Delivery
• Share of Online Shoppers Who Collect their Online Purchase from Central Post Office or a Depot, in %, 2014
• Share of Internet Users Who Never or Rarely Shop Online Due to Inconvenience of Delivery, in %, 2014

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TABLE OF CONTENTS (3 OF 3)
9. Players
• B2C E-Commerce Players Overview, April 2016
• Top 10 Brands in the UAE, incl. Two E-Commerce Companies, in % of Residents, 2015
• Market Share of Top 3 B2C E-Commerce Companies, in %, 2014 & 2015
• Top 2 E-Commerce Websites Purchased From, in % of Online Shoppers, Q1 2015
• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and UAE’s Share of Website Visits, in %,
March 2016

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1. Management Summary 10 – 12
2. Overview And International Comparisons 13 – 23
3. Trends 24 – 32
4. Sales & Shares 33 – 35
5. Users & Shoppers 36 – 40
6. Products 41 – 42
7. Payment 43 – 45
8. Delivery 46 – 48
9. Players 49 – 54

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Mobile Shoppers
4%
Others
96%
In Q2 2015, 4% of the residents in the UAE conducted purchases of
goods using mobile devices.
UAE: Mobile Shopper Penetration, in % of Residents, Q2 2015
Definition: residents who made purchases of goods using a mobile device
Survey: based on a survey conducted in Q2 2015
Source: YouGov, Network International cited by Arabian Business, August 2015

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957.8
1043.3
1104.0
1163.5
0
500
1000
1500
2012 2013 2014 2015
inthousands
+8.9%
The growth rate of the number of Internet subscriptions in the UAE
declined from +8.9% in 2013 to +5.4% in 2015.
UAE: Number of Internet Subscriptions, in thousands, 2012 - 2015*
Note: the 2012 and 2013 numbers are as of December of the respective year, 2014 is as of November 2014 and 2015 is as of October 2015 (latest data available)
Definition: includes dial-up and broadband subscribers
Source: Telecommunications Regulatory Authority (TRA), April 2016, 2015
+5.8% +5.4%

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