3 days ago
Security and checkout friction remain top concerns for UAE online shoppers
Security concerns continue to be the leading frustration for 40 per cent of online shoppers in the UAE, while nearly 37 per cent are irritated by the need to manually enter card details during checkout, according to Visa's latest Checkout Friction Report released on Monday.
Despite the rapid growth of eCommerce and significant strides in advancing the UAE's digital economy, the report highlights that retailers still have room to improve the online checkout experience and boost customer satisfaction.
The findings are based on a survey of 2,016 online shoppers across the GCC, including the UAE, and delve into common pain points in the eCommerce checkout process that impact both consumer satisfaction and business performance.
Key insights include:
- One in three UAE respondents (33 per cent) shop online for groceries multiple times a week.
- For categories like fashion, entertainment, and electronics, shopping frequency ranges from once to several times a month.
'Challenges in the online checkout process have direct implications for businesses—leading to lost revenue and hindering both customer acquisition and retention,' said Salima Gutieva, Visa's Vice President and Country Manager for the UAE. 'Today's consumers expect—and deserve—a seamless and secure eCommerce experience. That's why Visa is collaborating with partners to implement solutions like Click to Pay, which uses biometrics and tokenisation to address key pain points and enhance convenience. These improvements not only drive business results but also support the UAE government's vision of a secure, digital-first economy.'
The report also underscores the importance of security in online transactions:
- 58 per cent of consumers are concerned about fraud or hacking when storing card details across multiple websites.
- 42 per cent have experienced fraud or security breaches firsthand.
There is strong consumer demand for a more streamlined checkout process:
- 65 per cent favour a single registration for online payments across all participating merchants.
- 67 per cent would opt for biometric authentication (e.g., fingerprint or face ID) over traditional methods like passwords or OTPs.
For businesses, the message is clear: simplifying and securing the checkout process can significantly influence consumer behaviour.
- 82 per cent of respondents said they would shop online more frequently and complete more purchases if a one-click checkout option were available.
- 66 per cent expressed a high likelihood of using 'Click to Pay with Biometrics' if offered by online retailers.
The UAE eCommerce market is projected to reach $12.28 billion in 2025, with expectations to grow to $21.18 billion by 2030, reflecting a CAGR of 11.52 per cent, according to Mordor Intelligence. The number of eCommerce users is expected to reach 5.7 million by 2029, with a user penetration rate of 49.6 per cent in 2025, increasing to 58 per cent by 2029.
