By 2026, social commerce in Angola is expected to generate approximately USD 1.2 billion, reflecting increased digital adoption and smartphone penetration. The growth is driven by expanding internet access and a rise in online shopping behaviors among young consumers. Platforms like Facebook and Instagram remain dominant, facilitating direct sales and influencer marketing strategies across the country.
The number of social commerce users in Angola is projected to reach 4.5 million, with an average spend of USD 267 per user. Mobile usage is widespread, with a 72% penetration rate, enabling more consumers to engage in social buying. Small businesses increasingly leverage social media to reach local markets, boosting digital entrepreneurship and economic activity across urban and rural areas.