A Snap–Kearney study found an 8-point gap between Saudi digital ad-spend growth and e-commerce growth; 30%+ of Saudi consumers find advertising culturally off-key.
The takeaway: A third of Saudi consumers feel that the ads don't represent them; the biggest growth driver isn't budget, but rather cultural fluency.
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Two quarters, two directions
Saudi Arabia's trade surplus reached SAR 154.72 billion in H1 2026, up 53.17% year on year, on total foreign trade of SAR 1.052 trillion, with exports up 7.3% and imports down 2.7%. The half was front-loaded: Q1 delivered SAR 93.2 billion of the surplus and Q2 SAR 61.52 billion. March surged 213.7% to SAR 56.49 billion, February was the strongest month for total trade at SAR 183.17 billion, and June the weakest at SAR 158.21 billion.
The surplus rose by 53.17% in the first half of the year. The second quarter surplus was SAR 61.52 billion, down from SAR 93.2 billion in the first quarter. This growth was driven by a strong first quarter, although the trend is now declining.
Foreign direct investment tops SR1.1 trillion
Saudi Arabia's foreign direct investment stock reached SR1,122.8 billion at the end of Q1 2026, up 12% year on year and representing about 32% of total foreign investment in the Kingdom, against total foreign investment of SR3,530.8 billion, up 18% year on year.
FDI growing 12% while total foreign investment grew 18% means portfolio and other investment are growing faster than direct investment, hot money is currently outpacing the patient kind.
Sixteen countries become twenty-four
The Riyadh-based Digital Cooperation Organization approved 8 countries as membership candidates — Albania, Azerbaijan, Kazakhstan, Kenya, Lebanon, Palestine, Syria and Zambia — with Tajikistan approved as an associate member, taking the organization from 16 members to 24 on accession and covering roughly 980 million people, about 12% of the global population. The DCO launched in 2020 with 5 founding countries and is working to a 2025–2028 agenda.
The expansion from 5 founding countries in 2020 to 24, now representing approximately 12% of the global population, demonstrates that standards are being set collectively. The rules on data and cross-border digital trade are determined by those who participate.
