Emirati Small Businesses Embrace Social Media, Yet Face Challenges In AI Integration: New Study By GoDaddy

The landscape of small business operations in the UAE is undergoing a significant transformation, with a majority now favouring the digital frontier to conduct their sales. This evolution is highlighted in the GoDaddy 2025 Global Entrepreneurship Survey, which reveals a shift towards websites, marketplaces, and social media as primary platforms for business activities.

The importance of social media in the operational playbook of the UAE's small businesses cannot be overstated. According to the survey, a staggering 92% of entrepreneurs recognize its value in their sales strategy, with 57% considering it very important. Social media's role extends beyond sales; it's the go-to resource for business insights for 75% of respondents. This reliance overtakes traditional sources such as books and blogs, and even modern AI tools like ChatGPT, underscoring the platform's integral role in entrepreneurial education and growth.

However, the transition to a digital-first approach is not without its obstacles. Entrepreneurs face significant challenges in content creation and audience engagement on social media. Finding compelling content ideas, dedicating time for regular posts, and converting followers into customers are hurdles for many. Additionally, reaching the intended audience continues to pose a difficulty for 35% of the surveyed entrepreneurs.

Selina Bieber, Vice President of International Markets at GoDaddy, acknowledges these struggles, stating, "At GoDaddy, we realise how much potential entrepreneurs have—and we also understand how hard it is to turn online effort into real growth." She highlights GoDaddy's commitment to supporting entrepreneurs with tools like Show in Bio, designed to simplify the conversion of social media engagement into sales.

The survey also sheds light on the evolving nature of sales channels among small businesses in the UAE. While traditional in-person sales still play a role for 32% of businesses, a noticeable shift towards online platforms is evident. Twenty-three percent of businesses now leverage online stores or marketplaces, and a significant 38% utilize social media for direct sales. This blend of physical and digital sales strategies demonstrates the adaptability of UAE's small businesses in meeting consumer demands across various platforms.

Advancements in Digital Tools and AI

To navigate the digital landscape effectively, Emirati entrepreneurs express a clear need for smarter tools and better ways to target their audience. Over half of the respondents are in search of innovative solutions to connect with the right customers, and 39% seek simpler content creation and posting tools. The interest in AI among business owners is growing, with those already leveraging AI technology showing a keen interest in gaining deeper insights and support in crafting effective captions and advertisements.

Looking towards the future, the demand for efficient digital marketing tools and support systems is on the rise among UAE's small businesses. GoDaddy is responding to this need by offering user-friendly solutions such as Show In Bio, GoDaddy Studio, and GoDaddy Airo®, all aimed at demystifying digital marketing and enabling entrepreneurs to achieve tangible results from their online efforts.

The transition of UAE's small businesses towards digital-first operations underscores the dynamic nature of the market. The challenges of content creation and audience engagement on social media highlight the need for innovative solutions.

The embrace of digital and physical sales channels reflects the versatility of businesses in adapting to consumer preferences. As the digital landscape continues to evolve, tools and support from entities like GoDaddy are crucial in empowering entrepreneurs to harness the full potential of their online presence.