By 2026, Instagram Shopping has become a vital component of Afghanistan's e-commerce ecosystem, with nearly half of internet users engaging with the platform. The social commerce sector has seen rapid growth, driven by increased smartphone penetration and mobile internet access across urban and rural areas. Afghan consumers are increasingly relying on social media for shopping, supported by local influencers and small businesses leveraging Instagram's shopping features.
Despite challenges like limited payment infrastructure, the social commerce market is projected to reach USD 120 million in revenue by 2026. The high engagement rates and growing number of monthly shoppers indicate a shift towards digital purchasing habits. Local businesses, especially in fashion, cosmetics, and handicrafts, are capitalizing on Instagram's tools to expand their reach and boost sales, fostering economic growth in the country.