Social commerce in Afghanistan is rapidly expanding, with an estimated 4.2 million users in 2026, reflecting increased mobile internet access and digital literacy. The decline in return rates to 8.5% indicates improved seller reliability and better consumer trust. The average transaction value remains modest but is steadily rising, signaling evolving consumer purchasing power amid economic growth.
Mobile devices dominate social commerce activities, accounting for 65% of transactions, which underscores the importance of mobile-friendly platforms. The annual growth rate of 15% shows sustained interest in social selling, especially among young and urban populations. These trends suggest social commerce will become a key component of Afghanistan’s retail ecosystem in the coming years.