Azerbaijan's social commerce sector is experiencing rapid growth, with TikTok Shop leading the way. By 2026, the platform boasts around 2.5 million active users engaging in online shopping, reflecting increased digital adoption. The revenue generated from social commerce is estimated at AZN 45 million, indicating a thriving online retail environment supported by local influencers and brands.
Mobile commerce dominates this landscape, accounting for nearly 78% of transactions, emphasizing the importance of mobile-first strategies. Influencers play a crucial role, with engagement rates surpassing 12%, helping brands reach targeted audiences effectively. This growth highlights Azerbaijan's expanding digital economy and the importance of social platforms in shaping consumer behavior.