Home-grown brands face uphill battle as overseas players double down on UAE opportunity
Dubai, United Arab Emirates – 23 July 2025 – AppsFlyer has released the UAE findings of its annual State of eCommerce Mobile Marketing report, revealing how Chinese eCommerce apps continue to dominate user acquisition (UA) spending in one of the world’s leading mobile-first economies. In the first half of 2025, Chinese apps accounted for nearly three quarters (73%) of all UA spend in the UAE. While further behind, France (13%) and India (8%) are also fast emerging as significant challengers, driven by targeted campaigns and potentially expat-focused strategies.

Sue Azari, Industry Lead – eCommerce, AppsFlyer.
The report highlights the intensifying competition overseas brands pose to local eCommerce retailers, which saw their own UA investments shrink. This likely reflects a mix of budget reallocations, mounting competitive pressure, and market consolidation. However, AppsFlyer experts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns.
Continue reading Chinese Retail Apps Drive Nearly Three-Quarters of UAE eCommerce Ad Spend Amid Rising Competition






