Arabian Business · 12 Oct, 23:45 · Business briefing

UAE ‘couch economy’: Online payments reach 55% as food delivery app use surges

The United Arab Emirates is witnessing a significant shift in consumer behaviour, characterised by the rise of the so-called 'couch economy'.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

The United Arab Emirates is witnessing a significant shift in consumer behaviour, characterised by the rise of the so-called 'couch economy'. Recent data indicates that online payment adoption has reached fifty-five per cent, driven largely by a surge in food delivery application usage. This trend reflects a broader move towards digital convenience among residents, reducing physical retail footfall while increasing reliance on mobile platforms for essential services. The growth highlights a maturing digital infrastructure and changing lifestyle preferences within the region, signalling sustained demand for efficient, app-based service delivery models.

Employer demand for Digital Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

This shift signals that digital fluency is no longer optional; it is a baseline requirement for career relevance. You must prioritise skills in digital commerce and user experience, as platforms driving this economy compete on seamless interfaces and trust. Professionals in marketing should focus on Conversion Rate Optimisation to capture this mobile-first audience, while those in operations must understand the logistics behind rapid delivery networks. Pay attention to data analytics roles, as these companies rely heavily on behavioural insights to personalise services. To stay competitive, you should upskill in digital strategy or analytics immediately. Ignoring this transition risks obsolescence, as traditional brick-and-mortar roles decline. Embrace tools that measure digital engagement and learn to interpret the data behind consumer habits. Your next step is to align your expertise with the infrastructure supporting this digital surge, ensuring you remain indispensable in an increasingly virtualised marketplace.

For this story, the fields that convert it into pay are Digital Marketing, Conversion Rate Optimisation, AI in E-Commerce and Supply Chain — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

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