Vision 2030 mandates diversification across sectors. Retail, travel and sport are critical pillars of that agenda.
Developing these sectors requires people with the right skills. Small and medium firms also need to play a larger role: they move quickly and often enter new categories first. For diversification to deliver, sector growth, stronger skills and more resilient small businesses must advance together.
Vision 2030 Annual Report 2025.
The value reaches the economy through the Saudi businesses that market on the platform, the suppliers they buy from, and the spending of the people employed along that chain.
Gross value added and jobs supported, by route, 2025.
Created by the advertising businesses themselves.
Created by their suppliers as those businesses order more.
Created when the people employed along that chain spend their wages.
Gross value added across the Saudi economy in 2025.
Gross value added and jobs supported, 2025. Redseer economic impact assessment, February 2026. Value added is linked to business activity on the platform, not created by the platform.
Small and medium businesses contributed 22.9% of Saudi GDP in 2024, against a 2030 target of 35%. Of the value added supported on this platform, they account for 41%.
A large advertiser has other routes to a customer. It has shelf space, a media budget and a brand people already recognise. A small business has none of those, so the same platform is doing more of the work for them.
Redseer economic impact assessment, February 2026. Small and medium businesses use the Monsha’at definition.
Every figure in this chapter is documented in the methodology for the series, covering the survey, the bases, the model and what is excluded. Read the method
Survey findings are from the Redseer SMB and Enterprise Survey, fielded July 2026. Economic impact figures are Redseer estimates for 2025. Macroeconomic context is from the Vision 2030 Annual Report 2025. The first edition of this series covered the Saudi creator economy, the route from a following to a livelihood, and consumer surplus. Those findings stand and are not repeated here. Read the 2024 report →
Saudi Arabia Impact Series, 2026. All modelled figures are estimates and are sensitive to their inputs.
Sandeep is the Partner with 20+ years of experience in consulting and technology. He has expertise in multiple sectors including ecommerce, technology, telecom and private equity.
Akshay brings over a decade of experience across consulting and technology, with deep exposure to India, Southeast Asia and the Middle East. He has delivered multiple keynotes, served on industry panels, and is frequently quoted by leading Middle East media on the digital economy.
Prepared by Redseer Strategy Consultants for TikTok · Kingdom of Saudi Arabia · 2026
© 2026 Redseer Strategy Consultants. All data are Redseer’s own except where cited.