AppsFlyer has launched the UAE findings of its annual State of eCommerce Mobile Marketing report, revealing how Chinese language eCommerce apps proceed to dominate person acquisition (UA) spending in one of many world’s main mobile-first economies. Within the first half of 2025, Chinese language apps accounted for almost three quarters (73%) of all UA spend within the UAE. Whereas additional behind, France (13%) and India (8%) are additionally quick rising as vital challengers, pushed by focused campaigns and doubtlessly expat-focused methods.
The report highlights the intensifying competitors abroad manufacturers pose to native eCommerce retailers, which noticed their very own UA investments shrink. This seemingly displays a mixture of price range reallocations, mounting aggressive stress, and market consolidation. Nonetheless, AppsFlyer consultants word that home-grown gamers nonetheless have a possibility to develop, offered they undertake clearer methods and embrace performance-driven, localised campaigns.
“Chinese language apps have lengthy been looking for progress outdoors their residence market, and with tariffs and international commerce headwinds pushing them to diversify, the UAE has been a pure match given its premium viewers and digital maturity,” stated Sue Azari, Trade Lead – eCommerce, AppsFlyer. “On the similar time, French manufacturers are tapping into premium iOS customers right here, whereas Indian advertisers seemingly see the UAE’s vital South Asian expat base as an reasonably priced, but extremely engaged section.”
iOS reveals breakout progress and decrease fraud charges
The report underscores how iOS is coming into a breakout part within the UAE. Whereas by the tip of this 12 months, Android app installs are projected to develop 713% since 2017, iOS is surging to over 1383% over the identical interval, with installs anticipated to greater than double year-on-year in 2025. iOS has additionally seen a marked enchancment in fraud prevention, with fraud charges dropping 63% year-on-year in H1 2025. In contrast Android’s fraud charge jumped 234% in the identical interval. This means iOS is changing into an more and more engaging, and safer, channel for entrepreneurs, at the same time as Android stays crucial for scale.
UA spend dips total regardless of robust early-year efficiency
Regardless of the UAE’s superior cellular ecosystem, with smartphone penetration at 97% and common day by day cellular web use exceeding 4 hours, UA advert spending by eCommerce apps declined in H1 2025. Android UA spend fell 21% in comparison with the identical interval in 2024, whereas iOS spending was down simply 6%, reflecting its relative resilience. But, H1 2025 nonetheless delivered the most important half-year remarketing spend so far, with Q1 alone tripling Q1 2024 ranges — a transparent signal of the impression of seasonal spikes throughout Ramadan and main retail occasions.
“Entrepreneurs ought to be aware of the pronounced peaks in Q1 tied to Ramadan and plan their upcoming campaigns accordingly, whereas constructing in remarketing methods to maintain engagement past vacation intervals,” added Azari. “The decline in Android UA spend might additionally current alternatives for savvy manufacturers to seize lower-cost stock whereas nonetheless reaching an enormous person base.”
With Android remarketing campaigns tripling late final 12 months and iOS installs accelerating, the UAE stays a dynamic and aggressive marketplace for cellular commerce. “Advertisers who steadiness premium iOS methods with cost-effective Android engagement, and adapt budgets round seasonal patterns, stand the very best probability of standing out in a crowded discipline,” concluded Azari.