The social commerce landscape in Eswatini has seen significant growth, with over 1.2 million users actively engaging in online buying through social platforms in 2026. Mobile devices remain the primary access point, accounting for 78% of social commerce activity, driven by increased smartphone adoption. The average user spends approximately E1,200 ($80) monthly, reflecting a growing confidence in online transactions and digital payment solutions.
Gender analysis indicates a slight female dominance in social commerce participation, with 55% female users. The 25-34 age group remains the most active, showing that young adults are leading digital shopping trends. This demographic shift suggests a vibrant, digitally connected youth segment that is crucial for future market growth and e-commerce development in Eswatini.