Brunei's social commerce sector is thriving in 2026, with total sales reaching approximately 120 million USD. The majority of consumers are engaging through platforms like Instagram and Facebook, reflecting a mature digital market. Fashion and accessories dominate transactions, indicating a strong local interest in personal style and trends. The average transaction value has increased slightly, suggesting growing consumer confidence and purchasing power.
The high engagement levels among 430,000 active users highlight the importance of social media for retail in Brunei. Small and medium businesses are leveraging these platforms effectively to reach niche markets, fostering a vibrant digital economy. Continued growth in social commerce will likely be driven by improved mobile infrastructure and rising smartphone penetration, making online shopping more accessible and convenient for Bruneians.