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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.

OpenAI introduced its own web browser, Atlas, on Tuesday, putting the ChatGPT maker in direct competition with Google as more Internet users rely on artificial intelligence to answer their questions.
Making its popular AI chatbot a gateway to online searches could allow OpenAI, the world’s most valuable startup, to pull in more Internet traffic and the revenue made from digital advertising. It could also further cut off the lifeblood of online publishers if ChatGPT so effectively feeds people summarized information that they stop exploring the Internet and clicking on traditional web links.
OpenAI has said ChatGPT already has more than 800 million users but many of them get it for free. The San Francisco-based company also sells paid subscriptions but is losing more money than it makes and has been looking for ways to turn a profit.
OpenAI said Atlas launches Tuesday on Apple laptops and will later come to Microsoft’s Windows, Apple’s iOS phone operating system and Google’s Android phone system.
OpenAI CEO Sam Altman called it a “rare, once-a-decade opportunity to rethink what a browser can be about and how to use one.”
But analyst Paddy Harrington of market research group Forrester said it will be a big challenge “competing with a giant who has ridiculous market share.”
OpenAI’s browser is coming out just a few months after one of its executives testified that the company would be interested in buying Google’s industry-leading Chrome browser if a federal judge had required it to be sold to prevent the abuses that resulted in Google’s ubiquitous search engine being declared an illegal monopoly.

But US District Judge Amit Mehta last month issued a decision that rejected the Chrome sale sought by the US Justice Department in the monopoly case, partly because he believed advances in the AI industry already are reshaping the competitive landscape.
OpenAI’s browser will face a daunting challenge against Chrome, which has amassed about 3 billion worldwide users and has been adding some AI features from Google’s Gemini technology.
Chrome’s immense success could provide a blueprint for OpenAI as it enters the browser market. When Google released Chrome in 2008, Microsoft’s Internet Explorer was so dominant that few observers believed a new browser could mount a formidable threat.
But Chrome quickly won over legions of admirers by loading webpages more quickly than Internet Explorer while offering other advantages that enabled it to upend the market. Microsoft ended up abandoning Explorer and introducing its Edge browser, which operates similarly to Chrome and holds a distant third place in market share behind Apple’s Safari.
Perplexity, another smaller AI startup, rolled out its own Comet browser earlier this year. It also expressed interest in buying Chrome and eventually submitted an unsolicited $34.5 billion offer for the browser that hit a dead end when Mehta decided against a Google breakup.
Altman said he expects a chatbot interface to replace a traditional browser’s URL bar as the center of how he hopes people will use the Internet in the future.
“Tabs were great, but we haven’t seen a lot of browser innovation since then,” he said on a video presentation aired Tuesday.
A premium feature of the ChatGPT Atlas browser is an “agent mode” that accesses the laptop and effectively clicks around the Internet on the person’s behalf, armed with a users’ browser history and what they are seeking to learn and explaining its process as it searches.
“It’s using the Internet for you,” Altman said.
Harrington, the Forrester analyst, says another way of thinking about that is it’s “taking personality away from you.”
“Your profile will be personally attuned to you based on all the information sucked up about you. OK, scary,” Harrington said. “But is it really you, really what you’re thinking, or what that engine decides it’s going to do? ... And will it add in preferred solutions based on ads?”
About 60 percent of Americans overall — and 74 percent of those under 30 — use AI to find information at least some of the time, making online searches one of the most popular uses of AI technology, according to findings from an Associated Press-NORC Center for Public Affairs Research poll taken over the summer.
Google since last year has automatically provided AI-generated responses that attempt to answer a person’s search query, appearing at the top of results.
Reliance on AI chatbots to summarize information they collect online has raised a number of concerns, including the technology’s propensity to confidently spout false information, a problem known as hallucination.
The way that chatbots trained on online content spout new writings has been particularly troubling to the news industry, leading The New York Times and other outlets to sue OpenAI for copyright infringement and others, including The Associated Press, to sign licensing deals.
A study of four top AI assistants including ChatGPT and Google’s Gemini released Wednesday showed nearly half their responses were flawed and fell short of the standards of “high-quality” journalism.
The research from the European Broadcasting Union, a group of public broadcasters in 56 countries, compiled the results of more than 3,000 responses to news-related questions to help ascertain quality responses and identify problems to fix.