In 2026, social commerce in Equatorial Guinea has seen significant growth, with revenue reaching approximately ₤150 million (USD 250 million). The return rate remains relatively low at 8.5%, indicating increasing consumer confidence and improved seller policies. Mobile platforms dominate social commerce activity, with nearly 80% of users engaging via smartphones, reflecting the country's expanding mobile internet infrastructure.
The surge in active social buyers, now numbering around 1.2 million, underscores the country's digital retail expansion. With an average transaction value of ₤125 (USD 210), consumers are increasingly comfortable making larger purchases online. This growth highlights the country's shifting retail landscape and the importance of social media in driving economic activity and digital inclusion.