CNNB YouGov Shopping survey reveals UAE online shopping preferences

CNNB Solutions has revealed the results of its UAE omnichannel shopping survey. The poll found eight out of ten shoppers (78 percent) in the UAE have researched a product either online or offline, but then chosen to buy through another retail channel. The commissioned survey with YouGov also uncovered UAE online shopping preferences, with same-day delivery, free delivery and ease of returns and refunds the three most important ecommerce shopping considerations.

The poll was conducted by leading independent research agency, YouGov, who questioned a representative sample of 1,000 people across the UAE. Further results included that Emiratis are the most likely to research and buy through different channels, topping seven of the eight of the surveyed categories. Meanwhile, parents are the most likely to purchase from the first retail channel they find a product. Across all eight surveyed product categories the most popular answer was that people had researched products online but then bought in-store, demonstrating a disconnect in the effectiveness of the ecommerce buying journey which brands must solve.

Co-founder and CVO, Nicolas Bruylants said, “UAE shoppers have high expectations and want rapid, free delivery of products that are easily returnable. They research products in one location – whether that’s via an online marketplace, on a brand website or in a store – but often make the purchase through a different retail channel. This represents a huge opportunity for both online and offline retailers to enhance the customer experience, differentiate themselves from competition, and close the sale from the first moments of interest.”

There was an estimated $5bn of online retail sales in the UAE in 2021, but 30 percent of items were returned and refunded. CNNB Solutions estimates ecommerce businesses are processing over $1.5bn in returns every year. Through managed ecommerce solutions, such as tailored brand.com websites and managed online marketplaces, average return rate can be less than 1 percent.

Bruylants added, “Returns are an important problem for brands, as the cost of returns, refunds and waste need to be reduced to the minimum. The process can be well managed by having more control over the customer journey through a strongly curated brand website, accurate product descriptions, and immersive user experiences. Through an effective fulfilment centre, technology and procedures, returns can become another valuable touchpoint in the buyer’s journey.”