In 2026, social commerce in Eswatini has grown significantly, with total sales reaching approximately 45 million USD. The majority of these transactions are driven by the increased use of mobile devices, with 78% of purchases completed via smartphones. Fashion and apparel continue to dominate the social commerce scene, reflecting the country's youthful demographics and fashion-forward consumers. Social media platforms like Facebook and WhatsApp remain vital channels for online shopping and brand engagement.
The rise in social commerce activity underscores Eswatini’s expanding digital economy and shifting consumer preferences. Average transaction values have increased to about 38 USD, indicating a willingness among consumers to spend more online. With a growing base of 1.2 million social media users, businesses are increasingly leveraging social platforms for marketing and sales, creating new opportunities for local entrepreneurs and international brands targeting Eswatini’s market.