In 2026, Equatorial Guinea's e-commerce market has grown significantly, with revenues reaching approximately 150 million USD. Social commerce plays a key role, with nearly half of internet users actively engaging in live shopping, driven by increased smartphone penetration and improved internet infrastructure. The average monthly spend of 30 USD per user indicates rising consumer confidence and the effectiveness of influencer-led sales streams.
The number of active live commerce sellers has doubled over the past three years, reflecting a vibrant digital entrepreneurial scene. Mobile shopping dominates, with 78% of online transactions occurring via smartphones. This trend suggests that businesses focusing on mobile-first strategies and social commerce integrations will likely sustain growth, transforming traditional retail and consumer behavior in the country.