Bhutan's digital landscape in 2026 shows a significant rise in Instagram engagement, with nearly half of internet users actively shopping via the platform. The increasing adoption of social commerce reflects Bhutanese consumers' trust and preference for online transactions, especially through Instagram's shopping features. Local businesses are leveraging this trend to expand their reach, tapping into the growing digital economy.
The projected social commerce revenue of $12 million indicates rapid growth, driven by young, tech-savvy consumers and improved internet infrastructure. As more merchants adopt Instagram shopping, the average spend per shopper continues to rise, fostering a dynamic e-commerce environment. This trend underscores Bhutan's transition into a more digitally integrated society, boosting local entrepreneurship and cross-border trade.