New research by TikTok highlights a shift in how consumers across the MENA region are approaching online shopping, with many turning to the platform for product discovery well ahead of major sales events.
Discovery-led shopping trend
According to the study, TikTok influences 15% of all product discoveries in the region — more than emails or even word of mouth — placing the platform at the center of a growing discovery-led shopping trend.
The fourth quarter, which includes global events like Black Friday and Cyber Monday alongside regional holidays such as UAE National Day, is typically the busiest season for shopping in MENA. But TikTok’s data shows consumer behavior is evolving.
Longer shopping windows
Rather than focusing only on flash sales, 66% of consumers in the region now spread their purchases over the full quarter. The research also reveals that users are highly responsive to TikTok content: more than half report making impulse buys after watching videos on the app.
Shopping activity is distributed relatively evenly across Q4, with 34% of spend in October, 39% in November, and 27% in December, suggesting that brands have a longer window to connect with audiences.
Ad engagement
The platform’s role in shopping goes beyond discovery. TikTok reports that 69% of users in MENA are more open to seeing ads on TikTok compared to other platforms, giving businesses a stronger chance to drive conversions.
“The data is clear: 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 & E-Commerce at TikTok, MENA. “In MENA, where creativity, culture, and commerce converge, TikTok is redefining how consumers and businesses connect.”
Q4 insights for brands
With the busiest retail season already underway, TikTok’s findings highlight the importance of early engagement and content that resonates across the entire shopping funnel.
“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.
tanvir@dubainewsweek.com
