Online sales offers attract different generations through distinct digital channels in Saudi Arabia, according to a survey by cybersecurity firm Kaspersky. The study revealed that 48% of Generation Z consumers find deals through content creators and social media platforms. In contrast, 38% of Baby Boomers rely on search engines and 39% visit brand websites directly.
The study surveyed 7,200 online shoppers across 18 countries in August 2026. Within Saudi Arabia, 51% of respondents across all age groups locate discounts through creators and social media. Furthermore, 41% identify promotions through online advertising, while 37% use marketplace ads. Recommendations from family, friends, and colleagues account for 38%, brand websites represent 35%, and search engines reach 31%. Notably, 26% of Saudi shoppers discover deals via recommendations powered by AI.
How Generational Channels Shape Online Sales Offers
Shoppers from different age groups display divergent digital behaviors globally. While 48% of Generation Z and 45% of Millennials rely on social platforms, older consumers maintain traditional browsing habits. Among Generation Z, 41% also check brand websites and digital advertisements. In addition, 19% of this demographic follow shopping advice generated by automated systems, and 20% engage with messaging applications.
Baby Boomers aged 61 and older approach purchasing with distinct priorities. The data indicates that 11% of older consumers express no interest in discounts, which represents the highest indifference rate among all demographics. Meanwhile, promotional emails appeal to roughly 30% of older groups, compared to 26% among Generation Z.
Emerging Threats in Social Commerce
Cybercriminals have adapted their tactics to exploit these diverging purchasing patterns. In 2026 schemes, fraudulent sellers used deepfakes on TikTok and Instagram to market nonexistent goods. In these cases, synthetic figures promote handmade or medical products, directing users to pay outside protected systems. Buyers subsequently lose funds or receive cheap factory substitutes.
Artificial descriptions and synthetic imagery create additional discrepancies for consumers. While platforms monitor misleading content, shoppers must remain vigilant. Verified payment systems offer stronger financial safeguards than direct fund transfers.
Security Measures for Search Engines and Retail Sites
Traditional shopping channels also present security risks. Fraudulent operations frequently deploy phishing links, counterfeit retail portals, and misleading flash sales that pressure buyers into instant choices. Users should inspect website addresses for character substitutions and avoid vendors that prohibit returns. To protect personal data, consumers should use dedicated payment cards with active alert systems.
“We see digital trends reshaping online purchasing across every age group. Traditional promotion channels have long been replaced by internet offers, and now social networks and AI are overtaking search results and brand websites.”
Marina Titova, Vice President for Consumer Business at Kaspersky
Outlook for Consumer Online Safety
As digital commerce expands across Saudi Arabia, protective measures remain essential for every shopper. Security specialists emphasize the importance of identifying manipulated digital media and verifying merchant credentials. Adopting disciplined digital habits helps protect personal finances while browsing online sales offers throughout major retail seasons.
