Social Commerce Demographics in Equatorial Guinea (2026)

In 2026, social commerce in Equatorial Guinea continues to grow rapidly, with around 2.4 million users engaging in online buying and selling activities. The majority access these platforms via smartphones, reflecting high mobile penetration and increasing internet connectivity. The average monthly spend of approximately 150,000 Central African CFA francs (about 250 USD) indicates a rising consumer confidence and expanding digital economy.

Social media platforms like Facebook, WhatsApp, and Instagram dominate as the preferred channels for social commerce, facilitating peer-to-peer transactions and small business sales. The penetration rate of 35% among the population aged 15 and above underscores the significant role social media plays in daily commerce. As digital literacy improves, social commerce is expected to further integrate into Equatorial Guinea’s retail landscape.