Starting E-Commerce Business in UAE in 2023: From choosing a niche to launching your business.


E-commerce is one of the fastest-growing sectors in the world, and UAE is one of the most attractive markets for e-commerce businesses in the Middle East and North Africa (MENA) region. With a high per capita income, a large and tech-savvy population, and a supportive government, the UAE offers many opportunities for online entrepreneurs.

According to a report by Statista, the UAE’s e-commerce market size was estimated at $3.9 billion in 2020 and is expected to reach $8.3 billion by 2025. The UAE government has also been supportive of e-commerce development, offering various programs and incentives to attract and promote online businesses.

If you are interested in starting an e-commerce business in the UAE, you will need to obtain an appropriate license from the relevant authorities. In this blog post, I will guide you through choosing your business model and product niche to obtaining your license and setting up your website.

Define Your Business

Choose your Business Model

There are several e-commerce business models that you can choose from, depending on your target market, product range, and operational capabilities. Some of the most common e-commerce business models are:

  • B2C (Business-to-Consumer):** This is where you sell products or services directly to individual customers. Examples of B2C e-commerce businesses include,,, etc.
  • B2B (Business-to-Business):** This is where you sell products or services to other businesses. Examples of B2B e-commerce businesses include,,, etc.
  • C2C (Consumer-to-Consumer):** This is where you facilitate transactions between individual sellers and buyers. Examples of C2C e-commerce businesses include,,, etc.
  • C2B (Consumer-to-Business):** This is where you enable individual consumers to offer products or services to businesses. Examples of C2B e-commerce businesses include,, etc.

You can also combine different business models to create a hybrid model that suits your needs. For example, you can offer both B2C and B2B services on your platform.

Choose Your Product or Niche

Once you have decided on your business model, you need to choose what products or services you want to sell online. You should conduct market research to identify your target audience, their needs, preferences, and pain points, as well as your competitors, their strengths, weaknesses, and gaps.

You should also consider factors such as product demand, profit margin, shipping costs,

inventory management, and legal regulations when choosing your product or niche.

Some of the most popular product categories for e-commerce businesses in the UAE are:

  • Fashion and accessories
  • Electronics and gadgets
  • Beauty products
  • Home and kitchen appliances
  • Books and media
  • Health and wellness products
  • Toys and games

You can either source your products from local suppliers or import them from abroad. You can also create your own products if you have the skills and resources.

Create Your Brand

Your brand is how you communicate your value proposition to your customers. It includes elements such as:

  • Your brand name: This should be catchy, memorable,and relevant to your product or niche.
  • Your logo: This should be simple, unique, and recognizable.
  • Your slogan: This should be catchy, concise, and convey your brand message.
  • Your color scheme: This should be consistent with your brand personality and appeal to your target audience.
  • Your tone of voice: This should reflect your brand values and resonate with your customers.

You should also register a domain name for your website that matches your brand name as closely as possible. There are some interesting AI tools that help you come up with amazing brand names, logos and domain name ideas.

Create Your Website

Your website is where you showcase your products or services, process orders, collect payments, and interact with customers.

Your website should be:

  • User-friendly: It should be easy to navigate, search, and browse through.
  • Responsive: It should adapt to different devices, screen sizes, and browsers.
  • Secure: It should protect customer data, payment information, and transactions from cyberattacks.
  • Fast: It should load quickly without compromising quality or functionality.
  • SEO-friendly: It should follow best practices for search engine optimization, such as using keywords, meta tags, URLs, etc.

You can either create your own website using platforms such as WordPress, Shopify, Wix, etc. or hire a web developer to develop a customized website that matches your unique business process.

Establish Your Social Presence

You should also create social media handles for platforms such as Facebook, Instagram, Twitter, LinkedIn, etc., to promote your brand awareness, engage with customers, drive traffic to your website, and generate leads.

Business Continuity & Disaster Management

It is also important as you develop your web presence, to create processes, policies and critical records in place to ensure that your business continues despite the people that keeps changing and supporting your e-commerce business.

The Regional Operational Requirements

Company Setup

Before setting up a company in UAE, you need to decide what kind of license you want to set up if it’s a Mainland or Freezone License.

Mainland License

A mainland e-commerce business is one that operates within the UAE mainland under the supervision of the Department of Economic Development (DED) of each emirate. The main advantages of setting up an onshore e-commerce business are:

  • You can trade with anyone within the UAE without any restrictions
  • You can have a physical presence and office space anywhere in the UAE
  • You can benefit from various government initiatives and support programs for e-commerce businesses

However, there are also some drawbacks to setting up an onshore e-commerce business, such as:

  • You need a local partner or sponsor who owns at least 51% of your company’s shares if you are a foreign national, there are exceptions in place for some license types where a foreign national can hold 100% of shares.
  • You need to pay corporate tax and income tax if applicable
  • You need to comply with more regulations and procedures than free-zone businesses

To obtain an onshore/mainland e-commerce license, you need to apply through the Department of Economic Development of your chosen emirate. The DED will issue you a trade license that allows you to conduct online business through websites and social media networks. The requirements for obtaining an onshore/offshore e-commerce license are:

  • The owner must be aged 21 or above
  • She must hold a valid Emirates ID
  • Must complete the registration process with DED
  • Annual renewal of the license within one month of the expiry date is mandatory

You also need to obtain approval from Telecommunications Regulatory Authority (TRA), which regulates eCommerce framework & transactions.

Freezone License

An offshore e-commerce business is one that operates within a free zone under its own rules and regulations. The main advantages of setting up an offshore e-commerce business are:

  • You can enjoy 100% foreign ownership without any local partner or sponsor
  • You can benefit from tax exemptions and incentives offered by free zones
  • You can have access to state-of-the-art infrastructure and facilities designed for e-commerce businesses

However, there are also some drawbacks to setting up an offshore e-commerce business, such as:

  • You cannot trade directly with customers within the UAE mainland unless you appoint a local distributor or agent
  • You need to pay customs duties for importing goods into or exporting goods out of free zones
  • You may face more competition from other free zone businesses

To obtain an offshore e-commerce license, you need to apply through your chosen free zone authority. Each free zone has its own requirements and procedures for issuing licenses, so you need to check with them before applying. I will be writing about free zones in UAE that would be the best choice for e-commerce.

Payment Gateway

Choosing a payment gateway for your e-commerce business can be challenging as there are many options available in the UAE market. You need to consider several factors such as:

  • The fees and charges involved
  • The supported currencies and payment methods
  • The integration options and compatibility with your e-commerce platform
  • The security features and fraud prevention measures
  • The customer support and service quality

To help you make an informed decision, I am compiling a list of the best payment gateways in UAE, for now, you can get in touch with me to learn about these, or I will have it published on the website shortly, you can subscribe to my newsletter to be updated when I publish it. This list will contain their features, benefits, drawbacks, and customer reviews. I hope this guide will help you find the best payment gateway for your e-commerce business.

Delivery & Logistics

To succeed in this market, e-commerce businesses need to partner with reliable and innovative logistics providers who can offer end-to-end solutions for fulfillment, delivery, warehousing, cross-border shipping, and more. Some of the leading logistics companies in the UAE that cater to e-commerce include IQ Fulfillment, Droply Delivery, Al-Futtaim Logistics, DHL, UPS, and Aramex. These companies leverage advanced technology, such as intelligent robotics, online tracking, CRM systems, and contactless delivery methods, to ensure fast, accurate, scalable, and personalized delivery services for their e-commerce clients. By outsourcing their logistics needs to these providers, e-commerce businesses can focus on growing their brand and expanding their reach beyond the MENA region. Choosing a partner in logistics will also be depended on aspects such as:

  1. if there is any requirement for cold storage/temperature-controlled storage and transportation
  2. if you require support with cash on delivery
  3. Support for product refund/returns handling

Inventory & Accounting

Inventory and accounting practices are essential for any e-commerce business, especially in the UAE where the market is competitive and dynamic. Inventory management involves keeping track of the products, their quantities, prices, variants, and supply chain processes. Accounting practices involve recording, analyzing, and reporting the financial transactions related to the inventory, such as sales, purchases, costs of goods sold (COGS), and taxes. Some of the best practices for inventory and accounting for e-commerce in the UAE are:

  • Integrating the accounting software with the online store platform to ensure accurate and timely data synchronization and avoid errors or discrepancies.
  • Using an inventory management system that supports multiple units of measure, SKUs, variants, FIFO method, ABC analysis, and minimum viable stock levels to optimize inventory efficiency and profitability.
  • Performing regular inventory audits to verify the physical count of inventory matches the records in your books. You should also adjust for any discrepancies or damages that may affect the value of your inventory.
  • Tracking cash flow by recording all the purchases and sales of inventory in your bookkeeping system. You should also monitor your inventory levels and reorder points to avoid stockouts or overstocking.
  • Choosing an accounting method that suits your business model and inventory turnover rate. The most common methods are first-in first-out (FIFO), last-in first-out (LIFO), or weighted average cost (WAC).
  • Applying proper bookkeeping methods to record all inventory-related transactions such as invoices, receipts, bank statements, credit card statements, etc. and categorize them according to income and expenses.
  • Preparing financial statements such as income statements, balance sheets, cash flow statements, etc. that reflect the performance and position of the e-commerce business based on the inventory data. These statements help you measure your business performance, profitability, liquidity, and solvency.
  • Filing taxes according to the UAE regulations and requirements for e-commerce businesses such as VAT registration (if applicable), import code (if importing goods), trading license (if operating as a limited liability company), etc.

By following these practices, e-commerce businesses in UAE can manage their inventory and accounting effectively and efficiently while complying with legal obligations and enhancing customer satisfaction.

What’s Next?

The above is specific to the UAE market, but then to ensure that you have a better engagement with the local users, you will need to focus on:

  1. Market Research
  2. Performance Marketing

I will be writing about these in the upcoming articles.