Flexible payments, AI now shape how Gulf shoppers buy, finds Tabby survey
Tabby, headquartered in Riyadh, operates in Saudi Arabia, the UAE and Kuwait. It works with more than 40,000 brands
31 March, 2026
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Nearly half of shoppers in Saudi Arabia and the UAE are now using artificial intelligence to help decide what to buy, although most remain unsure about fully trusting it, according to a new survey by Tabby.
The financial services app said 43 per cent of respondents reported using AI for purchase decisions, while only 30 per cent said they fully trust the recommendations.
Another 43 per cent said they might trust them, suggesting shoppers are still weighing up how much confidence to place in the technology.
The findings come from Tabby’s third annual Ultimate Middle East Shopping Survey, which drew responses from more than 20,000 shoppers across both markets.
The data suggests AI adoption is rising fastest among younger shoppers. Tabby said 51.8 per cent of respondents aged 18 to 29 have used AI in their shopping experience. While willingness to experiment is high, trust appears conditional. Shoppers said they are most comfortable with AI when it helps compare products or speed up decisions, and pulls back when the rationale behind recommendations is unclear.
The report also highlights changes in how consumers discover products. Tabby said 77 per cent of discovery now happens through digital channels, even when the final purchase is made in stores. Social media is the top source of product discovery, followed by online browsing. By the time 68 per cent of shoppers enter a physical store, they already know what they plan to buy.
Flexible payments have also become a key factor in retailer choice. Seventy per cent of respondents said they avoid retailers that do not offer flexible payment options, and one in five said they walk away from stores that do not provide them. Tabby said this trend holds across all income levels.
Tabby findings can help retailers navigate this difficult time: Hosam Arab
Hosam Arab, CEO and co-founder of Tabby, said many businesses in the region are facing a difficult moment. “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.”
Responses were collected in November 2025 across Saudi Arabia and the UAE, spanning six nationalities, four age groups and income brackets from low to super high. The survey covers product discovery, hybrid shopping, in-store behaviour, payments, AI use and financial confidence.
The buy now pay later platform, headquartered in Riyadh, operates in Saudi Arabia, the UAE and Kuwait. It works with more than 40,000 brands, including SHEIN, Amazon, Adidas, IKEA, H&M, Samsung and Noon.
























