RIYADH: New research from TikTok has revealed how consumers across the Middle East and North Africa are embracing discovery-led commerce, with the platform influencing every stage of the shopping journey.
According to the findings, 77 percent of consumers discover new products on TikTok, accounting for 15 percent of all product discoveries across media, emails and word-of-mouth combined.
Across MENA, Q4 remains the region’s busiest shopping season, as global sales events such as Black Friday, Singles’ Day and Cyber Monday overlap with regional celebrations such as Saudi National Day, UAE National Day and a vibrant calendar of cultural festivals.
TikTok’s data shows that the season is no longer limited to short spikes in activity, as 66 percent of MENA consumers shop outside major sales events, spreading their purchases across the quarter. More than half of users report making impulse purchases after seeing TikTok videos, while 69 percent say they are more open to seeing ads on TikTok than on other platforms.
Spending is distributed through October (34 percent), November (39 percent), and December (27 percent), indicating sustained engagement rather than brief shopping surges.
The platform said that this sustained engagement throughout Q4 offers new opportunities for brands to connect with audiences.
“TikTok drives impact at every stage of the shopping journey, starting with discovery and continuing through purchase and post-purchase advocacy,” said Aref Yehia, head of business partnerships for retail and e-commerce at TikTok MENA.
“These results highlight the region as a leader in adopting discovery-led shopping behaviors and showcase the opportunities this creates for brands across markets.”
As Q4 becomes an increasingly critical period for brands, the platform is positioning itself as a strategic partner, offering data insights, creative tools and a space where discovery drives business outcomes.
“By leveraging TikTok, businesses can engage audiences in smarter, more efficient ways, building campaigns that align with consumer expectations and maximize seasonal success,” Yehia added.
