AppsFlyer has published mobile app trends data from White Friday 2025 for the United Arab Emirates, showing growth in installs, remarketing, purchases, and conversions.
The UAE has established itself as one of the markets for Shopping apps globally, driven by consumer demand and advertiser investment ahead of the sale season.
Shopping app installs increased 38 per cent year over year, with both Android and iOS recording gains. Total conversions rose 68 per cent, with iOS showing a 95 per cent increase and Android recording a 45 percent rise. The data indicates that UAE shoppers entered White Friday with purchasing intent and readiness to transact across touchpoints.
White Friday 2025: UAE mobile shopping conversions surge 68 percent year-on-year
“White Friday 2025 paints a clear picture of a market where consumer confidence is strong and ecommerce maturity continues to deepen. This year’s growth wasn’t just about increased activity. It reflected more intentional, high-quality engagement. Shoppers in the UAE are more decisive, more responsive to remarketing, and more willing to complete purchases on mobile than ever before. As we move into the end-of-year holidays, brands have a prime opportunity to build on this momentum by investing in better personalisation, tighter multi-channel journeys, and smarter retargeting. The data shows that when marketers meet UAE consumers with relevant, well-timed experiences, the conversion potential is extraordinary,” Sue Azari, Industry Lead for Ecommerce at AppsFlyer said in a statement.
Remarketing activity grew 75 per cent, more than doubling on iOS. This suggests that brands re-engaged users and converted demand.
In-App Purchases (IAP) volume grew 10 per cent year over year, while revenue increased 22 per cent on Android and 21 per cent on iOS compared with the day before White Friday. The share of paying users rose 28 per cent on Android and 11 per cent on iOS, showing that platforms converted a share of traffic into paying customers.
Delivered ad spend rose 21 per cent on Android and 18 per cent on iOS, demonstrating the landscape’s nature as advertisers sought to capture share during the shopping period,
