The UAE e-commerce market is expected to hit $17 billion by 2025. Given the explosion and preference of consumers to shop online, it is only logical for every business regardless of its size, to sell products online.

While online shopping has not completely replaced brick-and-mortar stores, the high street has changed forever, and the world of e-commerce has become impossible to ignore. Selling online does not only open up new revenue streams but can also offer a way to reduce operational costs. If you are a small business in the UAE, then the thriving digital economy is the perfect opportunity to start selling products online.

Selling online needs as much planning as much as opening a physical store does. This step-by-step guide will take you through the essential stages of building a successful online store, from paperwork to executing an effective marketing strategy.

Step 1: Obtain an E-Commerce License

To sell your products online in Dubai, you must obtain an e-commerce license, without which it is illegal to start selling online. 

How to Get an E-Commerce License in Dubai:

1. Choose a Business Structure: Decide whether you want to operate as a sole proprietor or establish a company.
2. Select a Jurisdiction: Choose between a mainland, free zone, or offshore license. Free zones such as Dubai Internet City and Dubai Silicon Oasis are popular options for e-commerce businesses due to their benefits, like tax exemptions and 100% foreign ownership.
3. Register Your Business Name: Pick a unique business name that aligns with your brand and complies with UAE naming conventions.
4. Submit Your Application: Apply through the Department of Economic Development (DED) for mainland licenses or the relevant free zone authority.
5. Pay the Fees: Depending on the jurisdiction and scope of your business, fees for e-commerce licenses can vary.

Once your license is approved, you are all set to start your e-commerce journey.

Step 2: Create an Online Store

Just as with a physical store, there are many different approaches to setting up an online store and countless components that work together to dictate your chances of success. There are simple and cost-effective options like drag-and-drop template site-builders or more expensive comprehensive websites and web store solutions. What works best for you will depend on the specifics of your business, but here are three of the main ways you can operate an online store and sell products online.

Option 1: Build a Website

One way you can start selling online is by setting up an e-commerce website like most brands. However, there is a catch: building and then maintaining such a store costs a lot of time, effort and money. So, if you’re a small business owner, you may find this option expensive, not just in the upfront cost but also in the resources and expertise it takes to keep it running successfully in the long term.

Option 2: Set Up an Online Catalog

The easier way to have an online presence is through an online catalog/shop. Fortis, for example, allows small merchants to set up their online shop with just one click. Not only is it budget-friendly, but it is faster to set up and you don’t need to maintain it. 

• No Design Expertise Needed: All you need to do is just upload your products along with pictures and prices on the Fortis POS platform and then convert it into an online shop with one click. Pre-built templates make it easy to set up and start selling.
• Multichannel Reach: You can also sShare your catalog as a link on through your website, social media, or WhatsApp.
• Streamlined Management: Easily add or edit products, monitor orders, and accept secure online payments.

This option is perfect if you’re looking for a quick-to-launch solution for getting online that isnt expensive or takes a lot of effort. doesn’t dilute your brand identity or weaken the customer experience. 

The best part about going online with Fortis is that you can also track all your orders in one place, enable It also offers features like loyalty programs, built-in analytics, and also capture customer profiles.

Option 3: Payment Links

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If you are not up for setting up and maintaining an online store or even the online catalog, the next best way to start selling online is through payment links. So, for example, if you have your store set up on Facebook or you get customers through Instagram and they want to pay online, you can send them a payment link and accept card payments. Creating and generating payment links is super easy especially with a platform like Fortis, you can create an order and then create a payment link in just one click. Here is why payment links are a good option:

• Easy to Use: Create and share links in just a few clicks.
• Flexible Sharing: Send links via social media, email, or messaging apps.
• Secure Payments: They are secure
• Customer Tracking: You can easily record and track purchase history of all your customers.  

Step 3: Start Marketing Your Business Online

After setting up your online store, you need to let people know about your presence. Your next step is to attract customers and generate sales. A well-rounded online marketing strategy ensures that your products reach your target audience while boosting visibility and engagement.

Optimize Your Online Presence with SEO

If you have a proper e-commerce website, then make sure that it is optimized for search. SEO helps potential customers find your business through organic search, which is extremely important if you are selling products online. Here are a few ways you can optimize your site for search: 

• Keyword Integration: Research and include relevant keywords in your website content, product descriptions, and meta tags.
• High-Quality Content: Create blogs, FAQs, and guides to educate your audience about your products.
• Local SEO: If your business is based in Dubai or elsewhere in the UAE, optimize for local keywords like "e-commerce in Dubai" or "online stores in UAE."
• Mobile Optimization: Ensure your online store is mobile-friendly, as most users search and shop on their phones.

Social Media Marketing

This is the era of social media marketing. People love watching reels and TikToks, so make sure your online presence is up to the mark. Research, make content and post regularly. Here is how you can get started:

Choose the Right Platforms:

Identify the platforms where your audience spends the most time. Here is how you can do that:

• Instagram and TikTok: For visually rich products and younger demographics.
• Facebook: Ideal for broader reach and community engagement.
• LinkedIn: Best for B2B services and professional connections.

Create Engaging Content:

• Post high-quality images, videos, and carousels to highlight your products.
• Share stories about how your products solve problems or enhance lifestyles.
• Use storytelling to evoke emotions and connect with your audience.

Running Effective Social Media Campaigns:

• Use paid ads to target specific demographics. Platforms like Facebook Ads Manager allow precise targeting based on location, interests, and behavior.
• Include links to your online catalog or payment links in ads to make purchasing simple.
• Run campaigns during seasonal events or holidays to maximize engagement.

Email Marketing

Email marketing is another cost-effective way to nurture leads and retain customers.

Building an Email List:

• Encourage website visitors to sign up for newsletters with discounts or exclusive content.
• Use sign-up forms on landing pages or during the checkout process.

Launching Campaigns:

• Highlight new products, limited-time offers, or popular items in your emails.
• Personalize your content based on customer preferences or purchase history.
• Platforms like Mailchimp and HubSpot help schedule and automate campaigns.
• Set up drip campaigns to nurture leads and follow up after purchases.

Influencer Marketing

Influencer marketing is quickly becoming an effective channel of promotion. In 2024, 84% of marketers reported that they found influencer marketing useful. Partnering with influencers expands your reach to their established audience.

Finding the Right Influencers:

• Look for influencers who align with your brand values and have an engaged audience.
• Collaborate with micro-influencers for higher engagement rates and niche targeting.

Running Campaigns:

• Ask influencers to share testimonials or demo your products.
• Provide them with unique discount codes or links to drive sales directly.
• Include your online catalog or payment links in the campaign for seamless transactions.

Step 4: Inventory Management

While you need to attract customers, it’s equally important to keep them happy once they are on their way to make a purchase. A common frustration that for customers have is problems with stock,, which is why efficient inventory management is crucial, so all your marketing efforts don’t go to waste, and your customers can always find what they’re looking for. Keep track of stock levels, reorder products in a timely manner, and avoid overstocking.

Step 5: Set Up a Delivery System

A reliable delivery system is an intrinsic part of your online business’s success. In Dubai, you can choose between in-house delivery services or partnering with third-party logistics providers. Customers expect a smooth customer experience, so do not overlook your delivery system. You need to find a way to get it right:

In-House Delivery

When you choose in-house delivery, you get better control over the delivery process and you can provide a truly personalized customer experience. However, it requires a significant upfront investment in vehicles and staff.

Third-Party Delivery

For a small business, a better option is third-party delivery services. Companies like Aramex, Fetchr, and DHL offer scalable solutions for small businesses. They handle logistics, allowing you to focus on other aspects of your business.

Step 6: Analyze Your Performance

To know what is working and what is not working, it is important to track the performance of your business. One of the biggest issues that small businesses often face is with cash flow tracking and order management. In such a situation, it is better to use a system that is easy to use and can help you track all payments, orders and customer information in one place. With Fortis, for example, you can not only accept card, cash and online payments but also record and track them easily.

Start Selling Online With Fortis

Getting started selling products online can seem overwhelming, but by following the steps laid out in this guide, you’ll be well on your way to building a successful e-commerce business in no time.

If you are looking to set up an online store without going through the hassle of setting up a complex e-commerce website, then Fortis can be the most affordable and easy solution for you. You can set up your online store in just one click or you can send your customers payment links, so they can pay online.

Want to set up your online store? Book a demo with Fortis today

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