Snapchat, in partnership with Publicis Media and NRG, has released new research results on how the path to purchase is being redefined across four key consumer categories in Saudi Arabia: Quick Service Restaurants (QSR), Consumer Electronics, Retail Apparel, and Travel.
The findings of Snapchat highlight a major shift in consumer behavior, where platforms like Snapchat are powering discovery, inspiration and decision-making, all in one place. Be it ordering meals, buying new outfits, or upgrading tech, consumers in KSA are turning to social platforms where AI, AR and trusted voices take them from interest to action faster than ever before.
The research highlights four interconnected trends redefining how consumers shop:
1. Social platforms ignite discovery: Social media has become the launchpad for shopping journeys. A striking 94 percent of travelers say they first discover new destinations through social platforms, while 93 percent of quick-service restaurant (QSR) customers report that seeing food online motivates them to place an order.
2. Friends and family influence choices: In an era of overwhelming options, personal connections remain the strongest driver of consumer behavior. More than 90 percent of shoppers say their purchasing decisions are shaped by recommendations from people they know and trust.
3. AI and AR ease the path to purchase: Emerging technologies like artificial intelligence and augmented reality are helping reduce friction across the buying process. For example, 87 percent of fashion shoppers say AR enhances their online shopping experience, and 89 percent of electronics buyers feel more confident using view in your room” tools before making a purchase.
4. Creators inspire action: Consumers are turning to content creators for authentic advice and product inspiration. About 91 percent of electronics shoppers trust influencer reviews over traditional advertising, and 89 percent of travelers say creators help them discover destinations they might not have found otherwise.
Snapchat plays a significant role in today’s evolving shopping landscape, connecting users with products they love through immersive tools and meaningful interactions. From discovering items through Stories to engaging with AR experiences and creator content, Snapchat offers a seamless end-to-end purchase journey, all within the app.
In Saudi Arabia, this impact is particularly strong. 83 percent of electronics shoppers and 79 percent of QSR customers report making purchases directly through social platforms like Snapchat, underscoring its influence in driving conversions and shaping consumer behavior in the region.
Rasha ElGhoussaini Head of Agency Snap Inc. MENA
“At Snapchat, we’ve always stood by the fact that real connections and innovative technologies drive meaningful engagement. This partnership with Publicis Media and NRG reinforces that very belief, proving how platforms like ours are now central to how people in Saudi Arabia discover, decide and buy every day.”
For advertisers, the research offers a clear takeaway, the path to purchase is now social-first, mobile-led and primarily powered by technology and trust. Whether through AR-powered shopping, creator partnership or peer-to-peer sharing, brands have new opportunities to show up where decisions are being made, and to do so with relevance and authenticity.
Joyce Hallak, Chief Strategy Officer, Publicis Media Middle East, said that, “As consumer behavior continues to evolve at the intersection of technology and culture, it’s critical for brands to understand how and where decisions are being made. This research provides the industry with actionable insight into a path to purchase that is more social, more connected, and more immediate than before.”
The findings are drawn from four vertical studies commissioned by Snap Inc. in partnership with Publicis Media, and conducted by NRG in 2025. Each study surveyed between 575 and 625 consumers in Saudi Arabia, aged 13 to 60, who had recently made a purchase in one of four categories: Quick Service Restaurants (QSR), Travel, Apparel, or Consumer Electronics.
