By 2026, social commerce in Equatorial Guinea is expected to generate USD 45 million, reflecting increasing digital adoption and mobile usage. The user base is projected to reach 1.2 million, driven by expanding internet access and smartphone penetration. WhatsApp remains the dominant platform, accounting for over half of transactions, indicating the importance of messaging apps for e-commerce. The average monthly spend per user is anticipated to be USD 37.50, showcasing growing consumer engagement.
Social commerce’s growth highlights the country's digital transformation, especially among young and urban populations. As more businesses leverage social platforms for sales, the percentage of the population involved is expected to reach 15%. This trend suggests a significant shift toward digital purchasing behaviors, encouraging local entrepreneurs and international brands to target Equatorial Guinea’s expanding online market, fostering economic development and digital literacy.