E-commerce Soars in the UAE: $50 Billion in 3 Years

The UAE's e-commerce market is set to grow from 32.3 billion dirhams today to over 50 billion dirhams in the next three years. This growth comes from better digital infrastructure, more cashless payments, and expanding cross-border trade, according to Santiago Naranjo, Chief Revenue Officer at Vtex.

Naranjo spoke at the opening of Vtex's new regional center in Dubai CommerCity. He explained that Dubai serves as more than just an office location for the company. "Dubai is our strategic foundation for expanding across the Middle East and North Africa markets," he said. The center will help speed up digital transformation for businesses across the region.

The choice of Dubai CommerCity reflects the UAE's supportive environment for digital commerce. The country offers world-class infrastructure and a government vision that puts the digital economy first. This positioning helps companies expand into GCC countries, Asia, and the Pacific region.

Multi-year Investment Plan

Vtex is making significant multi-year investments in the region. The company is hiring specialized talent, building partner networks, and creating customer success services. They're also designing programs to build capabilities for UAE and Gulf companies.

These investments aim to establish the UAE as a hub for advanced digital commerce models. The goal is to boost regional competitiveness and create a sustainable knowledge-based digital economy.

Three-Part Partnership Strategy

Vtex signed a memorandum of understanding with Dubai CommerCity based on three main areas. First, they'll accelerate digital transformation by integrating Vtex's enterprise platform with Dubai CommerCity's infrastructure. This includes order management capabilities, unified commerce, and digital marketplace operations.

Second, they're launching a comprehensive digital commerce program for small and medium enterprises and UAE entrepreneurs. The program includes advanced workshops, certified courses, and practical pathways based on the company's global experience.

Third, they'll enhance cross-border e-commerce through integrated solutions. These cover order management, multi-market operations, local payments, and AI-powered logistics. This allows companies in Dubai CommerCity to sell easily in Gulf, North Africa, and South Asia markets.

Cross-Border Expansion Made Simple

Companies expanding from the UAE to Saudi Arabia, Kuwait, and North Africa benefit from Vtex's unified multi-market expansion solution. The platform provides an operational model that simplifies cross-border trade and enables quick launches with advanced customization.

Having operations in Dubai CommerCity allows faster project implementation and compliance with local regulatory requirements, including electronic invoicing and data regulations.

For talent development, Vtex follows a three-track strategy. They run a digital commerce enablement program with Dubai CommerCity for entrepreneurs and SMEs. They also offer practical educational pathways for family businesses and fast-growing companies to compete regionally. And they transfer technical knowledge through modular architecture and engineering approaches.

This expansion reflects broader trends in the region's digital economy. As governments push for digital transformation and consumers increasingly shop online, companies need platforms that can handle complex cross-border operations while meeting local compliance requirements.