A customer orders on Sunday night and messages on Monday morning: "Where is my order?" Then again in the afternoon, on Instagram this time. Your team opens the store admin, copies the tracking number, opens the courier site, reads the status and types a reply. Multiply that by every order in a busy week and a large part of the support team's day goes into copying information from one screen to another.
Cash on delivery is still how many UAE shoppers prefer to pay, and it carries its own cost. Orders get placed on impulse, with a half-written address or a number nobody answers. The courier drives out, can't find the villa or can't reach the customer, and the parcel comes back. You paid for the delivery both ways and the stock was tied up for days.
Addresses make it harder. "Near the mosque, building next to the supermarket" is a normal UAE address, and the courier has to call to find it. If the customer doesn't pick up, the attempt fails. Nobody checked the address before the parcel left because nobody had time.
Returns arrive the same way: a message with no order number, a photo in a separate chat, a reason that changes. Your team spends more time assembling the case than deciding it. None of this is hard work; there's just a lot of it, and it pulls people away from the questions that actually need them.