Wave 3 · beyond the EU
Selling in the Middle East (UAE, Saudi Arabia): distributors, retail and marketplaces
The United Arab Emirates and Saudi Arabia are the two main entry points to the Gulf region. Dubai is a trading and re-distribution hub where importers supply the Gulf and neighbouring markets; Saudi Arabia is the largest consumer market in the region, with its own conformity system.
We work in the region with local partners. For European factories and for Chinese manufacturers who already sell in Europe, documents prepared for the EU are often a good starting point, but each country has its own registration and certification steps.
Countries in this region
Each country has its own page with buyers, channels and rules.
How B2B buying works in the UAE and Saudi Arabia
Buyers in the Gulf are mainly importers and distributors, often family-owned trading groups that hold agencies for several brands, plus retail groups, hypermarkets, online retailers, contractors and government-related projects. Many UAE importers sell on to other Gulf countries, so one good distributor can open a wider region.
Relationships and trust matter. Buyers like to meet suppliers in person, often at trade fairs in Dubai, and expect quick responses, competitive prices and support with registration. Agreements on territory and exclusivity are common and should be written carefully.
What Chinese suppliers often get wrong
Many suppliers ship without checking local conformity rules and the goods get stuck at customs. In the UAE, regulated products need an ECAS or EQM certificate under the scheme of the Ministry of Industry and Advanced Technology. In Saudi Arabia, products are registered on the SABER platform: regulated products need a product certificate and a certificate for each shipment, based on SASO technical regulations, and the importer starts the request. Labels often need Arabic. We explain these requirements and check them per product; certificates are issued by approved bodies.
How we approach the Middle East
We start with the market where your category is strongest, usually the UAE as a hub or Saudi Arabia for large consumer volumes. With local partners we identify importers and distributors that already handle your category, check the conformity steps and prepare an offer in English, with Arabic product information where needed. Contracts with buyers are signed in your name, and every introduced buyer is registered in the shared CRM.
Sales channels in the Middle East
We choose the channels that fit your product, price level and order size.
Importers and distributors
Trading groups that hold brand agencies, keep stock and supply retailers in one or several Gulf countries.
Re-distribution from Dubai
UAE wholesalers that supply other Gulf and neighbouring markets from Dubai.
Retail groups and hypermarkets
Large retail groups running hypermarkets, home and electronics stores across the region.
Online retail
Regional online retailers and marketplaces with fast-growing consumer sales.
Contractors and projects
Construction, fit-out and hospitality projects buying building products, lighting and equipment.
Trade fairs
Big 5 Global (construction) and Automechanika Dubai (automotive aftermarket) in Dubai.
Selling in the Middle East: what to know
| Topic | What to know |
|---|---|
| Language of offers | English for B2B contact. Arabic on labels and product information where local rules require. |
| Currency and payment | Prices in US dollars are common; UAE dirham (AED) and Saudi riyal (SAR) locally. Letters of credit and deposits are common for first orders. |
| VAT | UAE 5%, Saudi Arabia 15%. |
| Product rules | UAE: ECAS (valid 1 year) or EQM (3 years) certificate for regulated products. Saudi Arabia: SABER registration; regulated products need a product certificate (1 year) and a shipment certificate, based on SASO technical regulations; the importer applies. |
| Marketplaces | Regional online retailers and marketplaces; listing usually goes through a local importer. |
| Trade fairs | Big 5 Global and Automechanika Dubai; other sector fairs at Dubai World Trade Centre. |
| How we serve it | With local partners in the region; offers and follow-up from our team in Europe, contracts in your name. |
Strongest categories for the Middle East
Industries where Gulf importers and projects regularly look for suppliers.
Frequently asked questions
What is SABER certification for Saudi Arabia?
SABER is the Saudi online platform for product conformity. Regulated products need a product certificate, valid for one year, and a shipment certificate for each consignment, based on SASO technical regulations; other products need a shipment certificate or importer self-declaration. The importer starts the request, and approved bodies issue the certificates.
Do I need certification to sell in the UAE?
Regulated products need an ECAS or EQM certificate under the scheme of the Ministry of Industry and Advanced Technology; other products follow general import rules. We check which applies to your products.
Should I start in the UAE or in Saudi Arabia?
The UAE is often easier as a first step, because Dubai importers re-distribute to other markets. Saudi Arabia has larger consumer demand but its own registration steps. The market assessment compares both for your category.
Do I need a local company or agent?
You can sell to local importers without your own company; they handle import and registration. Many buyers ask for an agency or distribution agreement with a defined territory, which we help you prepare.
How are payments usually made?
New importers often pay by deposit and balance before shipment, or by letter of credit. Payment terms after delivery usually come only after several orders. The buyer pays you directly.
Open the Middle East market
Send your catalogue and prices. We reply within one working day and tell you which country and conformity steps fit your product.
Apply for European sales
Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.
- Reply within 24 hours on working days
- Write in English or Chinese
- No fee until you accept a written proposal
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