How to Start a TV Shopping Business with Meydan Free Zone

May 19, 2026

Last Updated on Jun 11, 2026

How to Start a TV Shopping Business with Meydan Free Zone

TV shopping, also known as direct response television retail, is the original distance-selling format and remains a globally significant retail channel, now converging with live-streamed video commerce, social media shopping, and online direct retail to create one of the most dynamic segments in modern retail. Under ISIC class 4791, this activity encompasses retail sale via television, radio, telephone, mail order, catalogues, and internet, covering every format in which a consumer makes a purchasing decision based on a demonstration, advertisement, or description rather than visiting a physical shop.

The global TV shopping market was valued at USD 262.02 billion in 2024 and is projected to reach USD 442.68 billion by 2033 at a CAGR of 6%, according to Business Research Insights^¹.

The most significant evolution in this category over the past decade is the emergence of live commerce, the digital successor to broadcast shopping that combines the real-time demonstration power of television with the reach and interactivity of social media. The UAE live commerce market generated USD 194.1 million in 2024 and is projected to reach USD 1.05 billion by 2030 at a CAGR of 33.3%, according to Grand View Research^². Fashion and apparel leads the UAE live commerce segment, while health and wellness is the fastest-growing category.

Over 51% of TV shopping buyers globally cite live product demonstrations as their preferred purchasing trigger, reinforcing the enduring advantage of demonstrated selling over static e-commerce listings.

The UAE’s structural suitability for direct-response retail is exceptional. With 98% smartphone penetration and 90% internet penetration across Dubai’s 3.6 million residents, the consumer base has near-universal capacity to respond to broadcast and online direct-sales content. The UAE e-commerce market was valued at USD 9 billion in 2024 with a penetration rate of 66.1%, according to Statista and Equalocean^³. Dubai claims approximately 60% of UAE e-commerce activity, according to Mordor Intelligence^⁴, supported by over 100 fulfillment centres and a digital wallet usage rate of 53% among UAE consumers in 2024.

The TV Shopping activity code under Meydan Free Zone covers the full range of direct retail formats defined by ISIC class 4791: retail via television, radio, telephone, mail order, and the internet, including live commerce, social shopping, online direct retail, and internet auctions. This is the broadest-scope retail license in the stalls and distance-selling category, and its relevance extends across every segment of the UAE’s fast-growing distance retail economy.

Who is this for?

Audience Segment	Profile
Global TV shopping market (2024)	$262.02B CAGR 6% to 2033
UAE live commerce market (2024)	$194.1M CAGR 33.3% to 2030 (Grand View Research)
UAE e-commerce market (2024)	$9B 66.1% penetration rate (Equalocean)

4791.98 - Retail sale via mail order houses or via Internet

Activity code 4791.98 falls within ISIC class 4791, which covers retail sale activities conducted via mail order, telephone, television, radio, or internet, where the buyer makes a purchase decision based on product presentation rather than visiting a physical shop. Under the Meydan Free Zone classification, this sub-code is designated as TV Shopping, covering the full range of direct-to-consumer retail sale formats defined by the class, including retail via television, direct-response television, live commerce streaming, radio, mail order, catalogue, telephone, and internet.

The code also explicitly covers internet retail auctions and any retail format where the product can be either physically delivered or digitally downloaded to the customer.

Component Type	Subsystem Details	Description & UAE Context
Television and broadcast shopping	Direct retail via television and broadcast channels	Retail sale of any kind of product by consumers making purchase decisions based on live television demonstrations, infomercials, and direct-response television broadcasts, with orders placed by phone, text, or online at the time of viewing.
Television and broadcast shopping	Direct retail via television and broadcast channels	UAE CONTEXT: Over 51% of TV shopping buyers globally prefer live product demonstrations as their primary purchasing trigger, and 43% engage due to interactive features, according to Global Growth Insights. The Middle East and Africa accounts for 14% of the global TV shopping market, driven by regional broadcasting expansion and bilingual Arabic-English content. The UAE’s high household income levels and strong television viewership make broadcast shopping a commercially viable and established retail channel.
Live commerce and social shopping	Direct retail via live commerce and social video platforms	Retail sale of any kind of product via live-streamed video commerce on social media and dedicated live commerce platforms, where the seller demonstrates products in real time and buyers place orders within the same streaming session.
Live commerce and social shopping	Direct retail via live commerce and social video platforms	UAE CONTEXT: The UAE live commerce market generated USD 194.1 million in 2024 and is projected to reach USD 1.05 billion by 2030 at a CAGR of 33.3%, according to Grand View Research. Fashion and apparel is the largest UAE live commerce category, while health and wellness is the fastest-growing. Dubai claims approximately 60% of UAE e-commerce activity, supported by 90% internet penetration and a consumer base highly engaged across social media platforms.
Mail order and telephone retail	Direct retail via mail order, catalogue, and telephone	Retail sale of any kind of product via mail order, printed catalogues, telephone ordering, or other direct-response channels where the buyer makes a purchase decision based on product advertising or information and places an order without visiting a physical shop.
Mail order and telephone retail	Direct retail via mail order, catalogue, and telephone	UAE CONTEXT: The UAE e-commerce and direct retail market was valued at USD 9 billion in 2024 with a penetration rate of 66.1%, according to Equalocean and Statista. Digital wallet usage among UAE consumers reached 53% in 2024, and 98% smartphone penetration creates a consumer base with near-universal capacity to respond to telephone, catalogue, and online direct-sales channels across all product categories.

Third-Party Approval

TV Shopping does not require pre-approval from any third-party regulatory authority, and a license may be issued directly through Meydan Free Zone without the need for external regulatory sign-off prior to commencing trading activities.

Anti-Money Laundering Compliance

TV Shopping is not classified as a Designated Non-Financial Business or Profession (DNFBP) under UAE anti-money laundering legislation, and businesses operating under this activity code are not subject to AML registration or reporting obligations specific to this license category.

References

1. Business Research Insights, TV Shopping Market Size, Share and Growth 2033 — https://www.businessresearchinsights.com/market-reports/tv-shopping-market-102674

2. Grand View Research, UAE Live Commerce Market Size and Outlook 2025–2033 — https://www.grandviewresearch.com/horizon/outlook/live-commerce-market/uae

3. Statista / Equalocean / ADAT, UAE E-Commerce Statistics 2026 — https://www.adat.ae/guides/uae-ecommerce-statistics

4. Mordor Intelligence, UAE Ecommerce Market Industry Report 2031 — https://www.mordorintelligence.com/industry-reports/united-arab-emirates-ecommerce-market

5. Global Growth Insights, TV Shopping Market Size Forecast 2026–2035 — https://www.globalgrowthinsights.com/market-reports/tv-shopping-market-102099

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