By 2026, social commerce in Cuba has reached a revenue of approximately 45 million USD, driven by increased internet access and smartphone usage. The user base of around 1.2 million reflects growing consumer trust in online purchasing via social platforms. The average spend per user remains modest but shows steady growth, indicating expanding engagement with social commerce channels.
The annual growth rate of 18% highlights Cuba's accelerating digital economy despite infrastructural challenges. Facebook remains the dominant platform, facilitating small businesses and entrepreneurs to reach local audiences effectively. Overall, social commerce is becoming a significant part of Cuba’s retail landscape, fostering new opportunities for commerce and digital inclusion.