By 2026, social commerce in Equatorial Guinea has seen significant growth, with approximately 230,000 users engaging with Instagram Shopping, reflecting increased digital adoption. Small businesses are leveraging this platform to reach local consumers, contributing to a social commerce revenue of around USD 15 million. The average monthly spend per user indicates a rising trend in online shopping, driven by improved internet infrastructure and mobile device penetration.
Despite the growth, the market remains emerging, with only 12% of small businesses utilizing Instagram Shopping. The conversion rate of nearly 5% suggests that while consumer interest is growing, there is still room for improvement in marketing strategies and platform optimization. Continued digital investments can further boost e-commerce activity, supporting local entrepreneurs and expanding digital retail opportunities.