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Adyen Reveals High Demand for Personalization: 8 out of 10 UAE Shoppers Seek Improved Personalized Offers

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Adyen, a leading global financial technology platform, has released new research indicating that by adopting a unified commerce approach and eliminating isolated operations, retailers could enhance loyalty among 69% of UAE shoppers.

The research reveals that over half of UAE shoppers desire a flexible shopping experience that includes their preferred payment methods, options for online purchase with in-store returns, and the ability to order out-of-stock items for direct home delivery.

To conduct this study, Adyen enlisted the services of Opinium LLP to survey 1,000 UAE consumers out of a global sample of 36,000, as well as Censuswide to survey 500 UAE merchants out of a global sample of 12,000. The objective was to examine the impact of recent trends on businesses worldwide, with a particular focus on the UAE market. The research explores changes in consumer behavior across different markets and investigates the preferences of UAE shoppers, alongside the current performance of retailers. Additionally, economic modeling conducted by the Cebr demonstrates how unified commerce, which integrates online and offline payments into a single system, fosters increased resilience for retailers in today’s demanding and competitive retail landscape.

The overwhelming majority 80% of UAE consumers globally said they spend more time searching for the best deals and prices, while almost one third 30% wait for big calendar moments like Black Friday before making a purchase. In response, 52% of UAE merchants believe the impact of inflation is such that they need to offer discounts to consumers year-round.

The research found that in face of the rising cost of living personalisation and loyalty have become increasingly important. 78% of UAE consumers want to see more discounting at retailers they shop with and 67% say they want businesses to remember their preferences and previous shopping experiences so that browsing is more tailored. UAE Retailers are finding it hard to deliver on this, with 58% suggesting it’s now harder to categorise customers.

 

The tech advantage

69% of UAE consumers say that they’d be more loyal to retailers that let them buy online and return in-store, and nearly two-thirds 64% suggested they’d have better shopping experiences if a business enables them to shop in store and finish online or vice versa.

Further, when consumers were asked about how technology makes them feel when shopping in-store, the result is overwhelmingly positive. Little less than half 43% said they were happier because shopping was quicker, and slightly more than one-third 36% said they would visit a store more frequently as a result of its technology implementation.

UAE retailers are recognizing the significance of connecting all sales channels. In fact, this region is familiar with unified commerce, as 50% of retailers have already begun investing in this strategy in the past year, and 45% are considering its implementation.

“We have always recognized the potential of unified commerce for businesses and its ability to elevate the shoppers’ experience. It’s great to witness that in the UAE, over half of the retailers have also acknowledged its potential and chosen to invest in it,” said Sander Maertens, Head of the Middle East. “And despite the significant changes in consumer behaviour over recent years, retailers who have embraced unified commerce will find it easier to navigate and adapt to these shifts.”

“Through Adyen’s financial technology platform, businesses leverage unified commerce, bringing together all payment data into a powerful system. This integrated approach provides valuable insights into customer behaviour, enabling organisations to meet their shopping expectations effectively. In the dynamic world of the retail sector, where speed is crucial, technology proves vital in building operational resilience amidst the ever-changing landscape.”

About the research

Consumer research

 

  • 36,000 Adults across the UK, Singapore, Malaysia, Hong Kong, Japan, India, Australia, Ireland, France, Italy, Spain, Portugal, Germany, Austria, Switzerland, Poland, Belgium, Netherlands, Norway, Denmark, Sweden USA, Canada, Mexico, Brazil and UAE
  • Research was conducted between 3rd – 17th February 2023

 

B2B research

  • 12,328 Merchants from the UK, Singapore, Hong Kong, Japan, Australia, UAE, France, Italy, Spain, Portugal, Germany, Poland, Belgium, Netherlands, Brazil, Norway, Denmark, Sweden, USA, Canada, Malaysia, Mexico, Ireland and India (at least 500 business respondents in each country)
  • Survey conducted between 06.02.2023 – 01.03.2023

 

Cebr methodology

  • As an illustrative figure, Cebr’s analysis includes the total additional revenue that would be generated, by companies across the countries analysed in the survey which are not using each of certain types of technology (including unified commerce), if they were to use it and see the revenue growth uplift implied by the survey results.
  • The calculation utilises the number of retail businesses in each country which do not use each of the five sales technologies analysed (which have a positive association with revenue growth) and the potential revenue uplift calculated using revenue growth rates and data on the average revenue for retail businesses in each of the countries analysed.
  • The survey analysed 12,328 merchants from the UK, Singapore, Hong Kong, Japan, Australia, UAE, France, Italy, Spain, Portugal, Germany, Poland, Belgium, Netherlands, Brazil, Norway, Denmark, Sweden, USA, Canada, Malaysia, Mexico, Ireland and India.
  • OECD data on retail businesses was used to estimate total revenue and number of businesses in the sector for all of the countries aside from India, Mexico and the UAE. These statistics are based on data from 2020, aside from a few select statistics specified in the report.

 

 

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Abu Dhabi-Based Asif Aziz Will Illuminate London’s West End with Ramadan Lights for Fourth Year, Expanding Global Cultural Impact

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Abu Dhabi–based businessman and philanthropist Asif Aziz, Founder of Criterion Capital, continues to set the benchmark for large-scale public programming as his landmark Ramadan Lights London initiative returns for a spectacular fourth edition.

Having launched Western Europe’s first-ever aerial Ramadan lights in 2023, Aziz has permanently reshaped the cultural landscape of London. What began as a groundbreaking concept has since evolved into a globally-recognised, free, annual celebration delivered for civic good, placing the values of Ramadan at the heart of one of the world’s most influential cities.

Delivered through Aziz’s charity, The Aziz Foundation (Registered Charity: 1169558), Ramadan Lights London demonstrates values-led leadership at scale, showing how faith, culture and community can intersect to create lasting social impact.

At the heart of the programme is the flagship aerial lights display along Coventry Street: a pioneering installation of more than 30,000 sustainable LED lights arranged in intricate geometric patterns inspired by Islamic art, with motifs representing suhoor and iftar.

The 2026 programme will open with a high-profile switch-on ceremony, with the lights activated by Sir Sadiq Khan, Mayor of LondonRahima Aziz BEM, Trustee at The Aziz Foundation, and Adil Ray OBE, actor and broadcaster, in the presence of senior public leaders, distinguished cultural figures, ambassadors and international dignitaries. The display will remain illuminated until 18th March 2026, before transitioning to Eid Lights through to 24th March 2026.

A selection of artworks featured in Shared Light – central London’s first interfaith art exhibition. Left: Rooh-e-Bhag (Soul of the Garden) (2025) by Mohamad Aaqib Anvarmia. Centre: Hospitality of Abraham – After Rublev (2025) by Meg Wroe. Right: Mettavihari (2025) by Colin Panrucker

This year will also see the launch of Shared Light – central London’s first interfaith Ramadan art exhibition – bringing together artists of all faiths and backgrounds whose work is inspired by the values of Ramadan. The exhibition will be unveiled by the Deputy Lord Mayor of Westminster and hosted at Aziz’s Zedwell hotel at Piccadilly Circus, reinforcing culture’s role as a bridge between communities in one of the world’s most iconic city centres.

Ramadan Lights London will also welcome back Ramadan Delights, London’s first curated iftar food trail, introduced by Aziz in 2025 and now firmly established as a district-wide West End experience. The trail brings together leading international brands and heritage institutions – including Fortnum & Mason, 1 Leicester Square Rooftop, PizzaExpress and Shake Shack- offering special menus, exclusive offers and halal-friendly dining while supporting local businesses and the economic vitality of the area.

This year, the initiative is further strengthened through a partnership with Centrepoint, the UK’s leading youth homelessness charity, reflecting a shared commitment to social mobility, economic empowerment and supporting disadvantaged young people.

Commenting on the programme, Asif Aziz said: “Ramadan Lights London reflects how the values of Ramadan – generosity, reflection and empathy – can contribute meaningfully to civic life. It is about thoughtful engagement and creating shared experiences that strengthen communities and endure over time.”

Beyond Ramadan Lights London, Aziz’s wider philanthropic work continues to deliver impact. Since 2015, The Aziz Foundation has awarded over 750 scholarships, supported more than 100 media internships, and delivered extensive mentorship programmes across key industries. Aziz is also leading the regeneration of Criterion Capital’s Grade II-listed London Trocadero, transforming the landmark into a 1,000-capacity mosque and community centre – a long-term investment in cultural and faith infrastructure in a major global city.

Alongside his charitable endeavours, Aziz is establishing a scalable, world-class co-investment platform in Abu Dhabi, working with UAE institutions to deploy capital into transformative urban and living-sector opportunities across Europe and the Middle East, with a continued focus on sustainable social outcomes.

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UAE ATTRACTS $40BN IN FDI AMID GLOBAL UNCERTAINTY, NEW REPORT SUPPORTED BY QASHIO REVEALS

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As geopolitical tensions, de-globalisation, and economic uncertainty reshape global capital flows, the United Arab Emirates (UAE) is consolidating its position as one of the world’s most trusted and resilient financial gateways, according to a new report by Emerging Markets Intelligence & Research (EMIR), supported by Qashio.

The report, ‘Mapping the UAE’s Role as a Global Financial Gateway’, highlights how the UAE is attracting high levels of foreign direct investment and financial activity at a time when capital is retreating from many traditional markets.

Foreign direct investment into the UAE doubled to $40 billion (between 2019 and 2024), reaching record levels even as global FDI stagnated. In 2024, FDI accounted for 40% of the UAE’s gross capital formation, compared to just 4.3% across developed economies, underscoring the country’s growing role as a destination for long-term, trust-led capital.

The scale of activity is accelerating rapidly. The UAE recorded 1,362 FDI projects in 2024, representing a 350% increase since 2020, while assets under management in the Dubai International Financial Centre (DIFC) reached $700 billion, growing 58% year-on-year.

According to the report, the UAE’s ability to benefit from global realignment is closely linked to its neutrality, regulatory clarity, and institutional agility.

“The UAE is actually benefiting from the de-globalisation and the geopolitical reorientation of major power blocks. It doesn’t have adversaries, so is able to build economic ties with everyone. The speed with which the government has been able to adapt to and anticipate the new situation is remarkable,” the report notes.

Beyond capital inflows, the research also points to the UAE’s expanding role as a transaction and payments hub, supported by modern financial infrastructure, strong compliance frameworks, and growing confidence among global businesses managing cross-border activity from the region.

From Qashio’s perspective, the UAE’s rise as a financial gateway reinforces the importance of secure, transparent, and compliant financial operations for businesses operating in an increasingly complex global environment.

“As capital flows become more fragmented and regulated, trust and control are no longer optional — they are foundational,” said Armin Moradi, Founder and CEO of Qashio. “Businesses operating from the UAE need full visibility over spending, strong compliance with Central Bank guidance, and the ability to act on financial insights in real time. This report reflects why the UAE has earned global confidence — and how organisations can operate responsibly within that ecosystem.”

The findings position the UAE not only as a safe destination for capital, but as a jurisdiction capable of supporting long-term growth across finance, trade, technology, and digital assets — at a time when global businesses are reassessing where and how they deploy resources.

To learn more about how the UAE is consolidating its role as a trusted global financial gateway and what this means for businesses navigating today’s fragmented capital landscape download the full report here.

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GCC TRANSFER PRICING TIGHTENS IN 2026 AS ENFORCEMENT MATURES

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Executive from Dhruva Consultants standing in a modern office corridor, wearing a dark business suit and red tie, with glass meeting rooms and workspaces in the background.

Dhruva, a tax advisory firm with deep expertise across the Middle East, and global markets, stated that the Gulf Cooperation Council (GCC) is at a clear inflection point in its fiscal evolution. Transfer pricing is moving beyond first-wave rulemaking into an enforcement-led environment where it is increasingly treated as a core element of corporate governance.

Drawing on the UAE Year in Review 2025 report recently launched by Dhruva, the region is moving past inaugural filing seasons and confronting the limits of reactive, post-facto compliance. “The past year has been transformative, representing not merely technical adjustments but a strategic recalibration of the region’s economic architecture,” said Nimish Goel, Leader, Middle East at Dhruva. In this environment, the behavioral reality of a business must align with its legal documentation, as tax authorities raise expectations around demonstrable economic substance.

A central theme in this scrutiny is Key Management Personnel (KMP). Where decision-making occurs, who exercises control, and how governance is evidenced are becoming determinative factors in how profits are attributed and defended. Inconsistencies across HR contracts, organization charts, board minutes, operational reality, and transfer pricing files are increasingly treated as a credibility gap, not a documentation error.

This recalibration is being accelerated by a shift in audit approach. Tax authorities across the GCC are moving from form-based reviews to more sophisticated, data-led scrutiny. Kapil Bhatnagar, Partner at Dhruva, stated that, “A key focus is the ‘invisible backbone’ of many regional groups, common-control and related-party transactions that sit at the heart of multilayered conglomerate structures. Informal arrangements historically treated as low-risk are increasingly being evaluated through an arm’s length lens, including interest-free shareholder loans, uncharged centralized services, legacy intercompany balances, and balance-sheet support. For forward-looking organisations, transfer pricing is no longer a compliance obligation but a strategic enabler.”

In parallel, the UAE has signaled stricter arm’s length expectations for Qualifying Free Zone Persons, with transfer pricing increasingly functioning as the mechanism through which substance is demonstrated under the Corporate Tax regime.

The stakes are further elevated by Pillar Two global minimum tax developments. Effective 2025, most GCC jurisdictions, including the UAE, Qatar, and Bahrain, either implemented or were in the final stages of implementing Domestic Minimum Top-up Taxes (DMTT). Under these rules, intercompany pricing can no longer be treated purely as a compliance variable, since it can materially influence a group’s effective tax rate and potential top-up exposure.

“In response, leading groups are shifting toward operational transfer pricing, embedding pricing policies into ERP workflows to improve year-round accuracy, data integrity, and audit readiness. This is increasingly relevant as audits begin to rely more heavily on data analytics, ERP trails, and transaction-level evidence, with deeper linkage expected between transfer pricing documentation, financial statements, tax returns, and support evidence,” added Kapil.

At the same time, demand is rising for certainty and dispute-prevention mechanisms, including Advance Pricing Agreements (APAs) and Mutual Agreement Procedures (MAPs), particularly for complex cross-border arrangements where predictability is commercially valuable. The UAE has already established a formal framework for clarifications and directives including APAs, confirmed unilateral APA applications from Q4 2025, and introduced a schedule of APA fees effective from January 1, 2026.

As the region moves into its next phase of maturity, Kapil concluded, “The message is clear, the era of fixing and filing is over. The era of governance, digitization, and transparency has begun.”

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