The Unstoppable Rise of Social Commerce
The UAE and Saudi Arabia are at the forefront of social commerce growth in the Middle East, with 73% of consumers in these markets reporting that they have made purchases directly through social media platforms. This surge is largely influenced by active engagement with influencers and trusted recommendations delivered via affiliate links. Social media has also become a dominant source of news and product discovery, resulting in higher platform engagement that fuels this commerce wave.
Capitalizing on Digital Consumers and Trust
High smartphone penetration and widespread use of connected devices form the backbone of this social commerce expansion. Adding to this dynamic, 58% of consumers in these countries have adopted generative AI technologies, altering how they search for products and interact with brands online. However, data privacy remains a significant concern, with one in four users wary of sharing personal information. Addressing these worries is essential for building and maintaining the trust needed to sustain growth in social commerce.
Strategic Growth for Businesses and Marketplaces
To benefit from this expanding market, businesses should prioritize social-first content strategies that resonate with the preferences of regional consumers. Collaborations with local influencers can strengthen brand credibility and reach. Additionally, simplifying in-app purchasing experiences ensures a smoother customer journey, increasing conversion rates. Transparency around data usage and robust security measures are vital to fostering long-term consumer confidence.
The rapid digital transformation in the UAE and Saudi Arabia presents a substantial opportunity for businesses ready to adapt. By aligning growth tactics with evolving consumer behavior and technological trends, marketplaces can seize a leading position in this thriving social commerce environment.
