By 2026, Cuba's social commerce landscape has expanded significantly, with over 3.2 million users actively engaging in buying and selling through social platforms. The average monthly expenditure of USD 45 reflects increased trust and digital adoption among Cubans, driven by improved internet access and mobile device usage. Facebook Marketplace remains the dominant platform, facilitating local transactions and small business growth across the country.
The high mobile penetration rate of 85% indicates a shift towards mobile-friendly shopping experiences, enabling users to participate conveniently. Despite economic challenges, social commerce continues to thrive, fostering community-based sales and digital entrepreneurship. As social networks become central to commerce, policymakers and businesses are focusing on enhancing digital infrastructure and security to sustain growth.