Eswatini's e-commerce sector is experiencing rapid growth, with a projected revenue of $150 million in 2026. Increasing internet penetration and smartphone usage are fueling online shopping adoption among consumers. The expansion of digital payment methods and improved logistics are also key drivers of this growth, making e-commerce more accessible across urban and rural areas.
The rising online shopping penetration rate of 35% indicates a significant shift in consumer behavior, especially among younger demographics. With an average transaction value of $125, digital retailers are tailoring offerings to match consumer spending patterns, leading to a more vibrant and competitive e-commerce environment in Eswatini.