Djibouti's social commerce sector is experiencing rapid growth, driven by increased smartphone penetration and internet access. Influencers play a crucial role in shaping purchasing decisions, with total sales reaching an estimated USD 45 million in 2026. Engagement rates remain high, reflecting strong consumer trust and active participation in social shopping trends. Mobile devices dominate transactions, making social commerce highly accessible across urban and rural areas.
The influencer landscape is expanding, with over 1,200 active content creators promoting products across platforms like Instagram. This growth indicates a maturing digital economy and rising consumer confidence in social commerce. Businesses are increasingly investing in influencer collaborations to reach target audiences cost-effectively. Continued infrastructure improvements and digital literacy initiatives are expected to further accelerate social commerce adoption in Djibouti.