Dubai Economy has launched a new initiative to certify e-commerce websites as part of its efforts to protect consumers, resolve their complaints, and ensure best practices across online transactions. The ‘Digital Protection’ service is aimed at e-commerce companies offering their services in mainland Dubai as well as the free zones in the emirate.

Mohammed Ali Rashed Lootah, CEO of Commercial Compliance & Consumer Protection (CCCP) sector in Dubai Economy, said the initiative will promote consumer confidence and encourage online transactions, particularly when Dubai seeks to grow into one of the smartest and happiest cities in the world.

“We will certify e-commerce websites in line with our consumer protection policies and train them on complying with the UAE laws and regulations concerned. The certified websites will display the consumer protection logo of Dubai Economy and co-operate with us in resolving consumer complaints, irrespective of whether they are onshore companies or free zone entities,” Lootah explained.

The initiative is the latest in a series of measures adopted by CCCP to promote compliance and global best practices in consumer-friendliness among commercial establishments, both online and offline.

With online transactions on the rise in Dubai, making e-commerce accountable and transparent is critical to safeguarding the reputation of the city as a competitive business hub, said Lootah. The UAE is leading a game-changing transition towards e-commerce in the region and according to research, the total value of e-commerce in the country is likely to reach AED 36.7 billion (US$ 10 billion) by 2018.

“The ‘Digital Protection’ certificate is aimed at e-commerce companies and not individuals. A number of e-commerce establishments have already shown interest in getting certified. E-commerce companies willing to get certified must contact CCCP,” Lootah said. CCCP officials will visit the companies and train their employees on the consumer complaint resolution mechanisms. All services related to certifying the e-commerce website will be provided free of cost.