Strategic partnerships with Amazon and noon drive SME growth and digital adoption, strengthening Dubai’s position as a global e-commerce hub
Dubai’s digital economy is accelerating at record pace as the Dubai Traders programme, led by the Dubai Department of Economy and Tourism (DET) in collaboration with Dubai Chambers, marks a remarkable first year. Since its launch in September 2024, the initiative has onboarded over 2,400 new e-commerce sellers, helping small and medium enterprises (SMEs) across the emirate expand online and capture global customers.
The programme, part of the Dubai Economic Agenda D33, aims to double the size of Dubai’s economy by 2033 and strengthen the city’s reputation as a global launchpad for entrepreneurs and online business growth.
Empowering Dubai’s SMEs Through E-Commerce Partnerships
Through strategic partnerships with Amazon and noon, Dubai Traders provides e-commerce sellers with tailored support including business licensing, onboarding guidance, advertising credits, and dedicated account management. These collaborations have enabled SMEs to increase sales visibility during peak shopping seasons and scale efficiently through advanced fulfilment services.
Since inception, more than 1,000 existing online sellers have received growth mentoring, while over 370 Emirati-owned businesses have joined the platform — representing 15% of total participants. The initiative underscores Dubai’s commitment to empowering local entrepreneurs and creating sustainable digital enterprises.
Results Across noon and Amazon Platforms
Performance metrics from partner platforms highlight significant progress for participating Dubai e-commerce sellers:
On noon, 42% of sellers expanded into new product categories, 63% added SKUs, and one in three tripled their gross merchandise value (GMV) within one month of joining.
Over 300 Emirati sellers were integrated into noon Minutes, the fast-delivery platform, expanding cross-channel retail reach.
On Amazon, 23% of new participants are Emirati-owned and 35% are women-led businesses. A third of these sellers have already reached top sales positions in their product categories, while 15% have successfully launched international e-commerce operations, with 40% preparing to expand abroad.
Driving Digital Transformation in Dubai’s Economy
His Excellency Hadi Badri, CEO of the Dubai Economic Development Corporation (DEDC), stated:
“Under the guidance of our visionary leadership, the Dubai Traders programme has advanced from rollout to measurable impact in just one year. It demonstrates how public-private partnerships can unlock new opportunities for SMEs to grow and compete in the global digital economy.”
Leaders from partner platforms echoed the sentiment.
Faraz Khalid, CEO of noon Group, said the initiative “connects ambition with infrastructure,” while Jasmin Frick, Director of Seller Success at Amazon MENA, highlighted that the results “validate our collaborative approach to empower local SMBs with fulfilment, discoverability, and cross-border tools.”
Transforming Entrepreneurs into Global E-Commerce Exporters
Local business owner Rami Rabia, founder of Al Nassma Chocolate Factory, shared:
“Dubai Traders gave us the right guidance to grow — from listing support and advertising advice to exploring international markets. It’s encouraging to see Dubai invest so practically in entrepreneurs’ success.”
As a flagship D33 initiative, Dubai Traders bridges the gap between government facilitation and private-sector innovation. By integrating marketplace access, marketing incentives, and international trade tools, it helps SMEs convert local creativity into export potential and strengthens Dubai’s identity as a leading global hub for e-commerce and digital entrepreneurship.
Looking ahead, Amazon and noon plan to roll out advanced account-management tools, micro-financing solutions, and training clinics to continue supporting Dubai’s e-commerce sellers in logistics, brand development, and cross-border expansion.
