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JEDDAH: Digitalization has reshaped how entrepreneurs get started — particularly in the early stages. Increasingly, small businesses are launching via platforms like Instagram, TikTok, and WhatsApp, bypassing the traditional route of setting up a dedicated website.

These social-first entrepreneurs are meeting customers where they already spend time, turning social media from a communication tool into a sales platform.

“Generative AI is reshaping the future of business, and when combined with digital marketing, the results are transformative,” Selina Bieber, vice president for international markets at the US-based web hosting company GoDaddy, told Arab News.

According to the GoDaddy 2025 Global Entrepreneurship Survey, 22 percent of small business owners in the Middle East and North Africa now run their businesses primarily on social media.

This trend highlights the rising importance of social commerce, especially for solo founders and part-time business operators.

However, running a business solely on social platforms comes with risks. Visibility may be high, but ownership and control are limited. Algorithm changes or policy shifts can dramatically affect a business’s ability to reach customers or generate income.

Shoppers also tend to look for additional signals of trust before making a purchase. A professional website, for example, often strengthens a business’s credibility.

According to The State of Digital Commerce in MENA 2024 report by Checkout, 73 percent of online shoppers in the region are more confident buying from businesses that have a website, rather than relying exclusively on social media accounts.

In response to this shift, new digital tools have emerged to support social-first entrepreneurs.

Features such as branded microsites, product catalogues, and smart links — often packaged into accessible platforms — help founders establish a more centralized and professional presence online without needing advanced technical knowledge.

Artificial intelligence is also playing a growing role in this transition, helping entrepreneurs move more quickly from concept to launch. It can assist in writing product descriptions, developing pricing strategies, and automating customer engagement.

Internal data suggests AI-powered tools can save small business owners up to 10 hours a week — a meaningful benefit for entrepreneurs managing limited time and resources.

Beyond time savings, AI helps to level the playing field by making it easier for people to launch and scale businesses with minimal upfront investment.

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In 2023, GoDaddy signed a partnership agreement with the Kingdom’s General Authority for Small and Medium Enterprises — Monsha’at — to equip Saudi entrepreneurs with the digital tools and training needed to build their online presence.

The agreement, signed during the Biban 23 entrepreneurship forum in Riyadh, aimed to empower aspiring business owners through workshops, seminars, and a planned business accelerator.

It also included support for Monsha’at Academy and content initiatives to share local success stories.

“We’re inspired to see Saudi entrepreneurs and small business owners feel confident in embracing technology and in their approach to entrepreneurship,” said Bieber.

While social media remains a powerful tool for customer engagement, long-term growth often requires a more permanent digital footprint.

A dedicated website, complemented by tools like GoDaddy’s Show in Bio, can provide an added layer of credibility and security — something that social media accounts alone may not guarantee.

With the rise of impersonation and questionable accounts online, many customers check whether a business has a standalone website before making a purchase.

The latest generation of entrepreneurs is pragmatic and digitally fluent. While they may start on social media, many are increasingly looking for tools that offer more autonomy, control, and brand distinction.

Combining a social-first approach with a professional online presence can offer the credibility and resilience needed for sustainable growth.

“GoDaddy continues to level the playing field by offering powerful, affordable tools that allow small businesses to elevate their marketing and achieve real success,” said Bieber.

With the right mix of AI and easy-to-use tools, turning a side project into a long-term venture is more achievable than ever.

Social media may be where the journey starts — but building lasting value depends on owning and shaping your own digital presence.
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