Recently, rumors have been circulating about TikTok potentially retreating from one of its largest markets in the Middle East, Saudi Arabia. In response, a spokesperson for TikTok's e-commerce operations stated that their Saudi e-commerce business is operating as usual and is still in the early testing phase. They emphasized the company's commitment to continually exploring new ways to enhance the community experience.
Since the end of last December, TikTok paused its live streaming services in Saudi Arabia, affecting both e-commerce and entertainment live streams. This move has led to a significant drop in daily order volumes in the Middle East, from 30,000 to around 1,000. As a result, some well-known TikTok influencers have shifted to the local live streaming platform JACO. Despite rumors suggesting a restart of live streaming services by February 15, 2024, and a strategic shift towards markets in Brazil and Australia, with a delay in recruiting for TikTok Shop in the Middle East until 2025, TikTok's e-commerce head refuted these claims, affirming the normal operation of their Saudi e-commerce business.
The second half of 2023 posed unprecedented challenges for TikTok in the Saudi market, marked by a spontaneous boycott by Saudi users under the "boycott TikTok" tag. Google Trends data indicated a 25% decrease in the search popularity of "TikTok" since the boycott began. Media reports suggested that Saudi Arabian football clubs cut ties with TikTok over allegations of targeted actions against Saudi content, and the Saudi Post announced the closure of all its accounts on the platform.
The boycott stems from dissatisfaction with TikTok's live content moderation policies, described by Saudi users as "strict and uncertain," leading to direct bans of live rooms deemed to violate these policies. Users also accused the platform of unfairly banning accounts expressing positive views of the Kingdom of Saudi Arabia. Many turned to other social platforms, using the #BoycottTiktok tag to condemn TikTok for restricting pro-Saudi content and urging others to delete the app. In response to these allegations, TikTok issued a statement denying any restriction of Saudi content, dismissing the boycott as a "coordinated action." The company strongly opposed rumors about deleting Saudi-related content and any attempts to defame its employees and partners. To rebuild trust, TikTok introduced a special tag page for Saudi content on its platform and expressed its commitment to continuing its expansion in the Middle East, highlighted by its CEO's attendance at the Leap conference.