Middle East consumers are shopping differently than ever before. Between social media influence, hybrid digital and physical experiences, and the rise of AI-powered recommendations, the traditional path from store window to checkout is shifting under retailers’ feet.

Tabby’s third annual Ultimate Middle East Shopping Survey, which represents responses from over 20,000 shoppers in Saudi Arabia and the UAE, finds that 43% now use AI to help make purchase decisions — yet only 30% say they fully trust what AI recommends. The majority of those who remain skeptical aren’t rejecting AI outright; they are watching, waiting, and willing to be persuaded.

“Younger shoppers are driving much of the adoption,” the report notes, with more than half of 18‑ to 29‑year‑olds using AI as part of their shopping journeys. But when recommendations lack transparency or clear reasoning, interest drops sharply.

“Only 30% say they fully trust AI recommendations, but 43% say they might,” the survey says. “That means the majority of shoppers haven’t written AI off. They’re open to being persuaded, and that middle ground is where the next wave of retail competition will be won or lost.”

The research also highlights how digital channels now dominate product discovery, accounting for 77% of shoppers’ initial interactions with products. Social media and online browsing lead the way, meaning that by the time consumers step into a physical store, most already know what they want.

Flexible payment options remain a baseline expectation. About 70% of shoppers said they would avoid retailers that don’t offer payment choice, with one in five walking away entirely. The buy now, pay later model is becoming a standard part of the region’s retail landscape, appealing across all income levels.

Hosam Arab, CEO and Co‑founder of Tabby, said, “We wish we were sharing this at an easier moment for the region. Many of the businesses we work with are navigating a difficult period right now, trying to plan with limited visibility. If this research helps even some of them make better decisions in the months ahead, it feels worth sharing.”