As the fourth quarter (Q4) of 2025, known as the holiday season, gets underway, brands are gearing up for one of the most competitive shopping periods of the year. And, with social media platforms becoming key players in the commerce landscape, understanding consumer behaviour has never been more critical. TikTok’s latest insights reveal a decisive shift in how the Middle East, discovers, evaluates, and buys. Platforms such as TikTok now influence every stage of the purchase funnel, and brands have a clear opportunity to think about how they connect with distinct shopper personas in tailored ways that can drive engagement and conversion.
“Creativity is at the heart of TikTok, and
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