Bhutan's digital marketplace has seen rapid expansion in 2026, driven by increased internet access and smartphone penetration. The growth in live commerce revenue reflects the rising popularity of interactive shopping experiences among Bhutanese consumers, especially youth and urban populations. Social commerce now accounts for over a third of online shopping, indicating a shift toward more social and engaging retail formats.
With around 1.2 million digital buyers, Bhutan's e-commerce ecosystem is maturing, supported by local startups and regional platforms. The average spend per user signals a strong willingness to adopt new shopping methods. As more platforms emerge, Bhutan is positioned as a promising market for live and social commerce, with considerable growth potential in the coming years.