With salience of shopping content running high, consumers are engaging earlier and more consistently, and spend is distributed across October, November and December (34%, 39% and 27% respectively).
New research from TikTok has revealed that consumers across the Middle East and North Africa (MENA) are increasingly embracing discovery-led commerce, with the platform influencing every stage of the shopping journey. According to the findings, 15% of all product discoveries across various media channels, emails and even word of mouth now take place on TikTok.
The study underscores TikTok’s growing impact during Q4, a period that combines global sales events such as Black Friday, Singles’ Day and Cyber Monday with regional celebrations including Saudi National Day, UAE National Day and numerous festivals. This convergence makes Q4 the most active season for both retail and digital engagement in the region.
Unlike traditional short-term shopping surges, TikTok’s research shows that consumer activity during Q4 is sustained throughout the months. Around 66% of people in MENA shop beyond major sales events, planning their purchases strategically across the quarter. Meanwhile, over half of users admit to making impulse purchases after viewing content on TikTok. The data reveals that spending is spread evenly across the season, with 34% occurring in October, 39% in November and 27% in December.
This evolving pattern of continuous engagement presents new opportunities for brands to connect with consumers earlier and more frequently. Nearly 69% of TikTok users in MENA report being more receptive to advertisements on the platform than on other channels, further positioning TikTok as a key driver of discovery and conversion.
Aref Yehia, Head of Business Partnerships for Retail & E-Commerce at TikTok, MENA, said: “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. In MENA, where creativity, culture, and commerce converge, TikTok is redefining how consumers and businesses connect. 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 continues to grow in importance for regional and global retailers, TikTok’s research reinforces the platform’s role as a strategic partner for brands. With access to deep insights, creative tools and a discovery-driven ecosystem, businesses can design campaigns that engage audiences intelligently, align with consumer expectations, and maximise success throughout the peak shopping season.
