Customer Perceptions of e-Commerce in the United Arab Emirate

Over the last few years, the number of online retailers has steadily climbed in the region, with the United Arab Emirates (UAE) making up the biggest share of the region’s e-commerce market, but still selling online in the UAE has the lowest percentage of on-line purchase world-wide. This paper investigates the perception of the UAE consumers on e-commerce purchasing process, and how it differs among individuals due to several positive and negative aspects of e-commerce. It is found that the demand for online marketing activities is increasing significantly, but some individuals are concerned about the safety during the online payment process.