Cuba's digital economy is experiencing rapid growth in 2026, with over a million online shoppers now leveraging live commerce platforms. The popularity of live shopping streams has surged, attracting hundreds of thousands of viewers monthly, driven by expanding internet access and increasing smartphone penetration. This shift has transformed traditional retail, enabling local brands and entrepreneurs to reach broader audiences effectively.
Social commerce sales continue to rise sharply, reaching USD 150 million, reflecting Cuba's increasing trust in online transactions. Consumers are spending more per transaction, averaging USD 125, signaling growing confidence in digital payments. As more Cubans participate in live shopping, businesses are adopting innovative strategies to enhance engagement and sales, making social commerce a vital part of the country's retail landscape.