Eswatini's social commerce sector continues to expand rapidly in 2026, driven by increased internet access and smartphone adoption. The return rate of 8.5% reflects improving customer satisfaction and streamlined return policies, yet some consumers remain cautious about online purchases. The total revenue surpasses USD 45 million, indicating a thriving digital economy with more local businesses embracing social selling.
With over 1.2 million active users, social commerce has become a vital retail channel in Eswatini. The average purchase value of USD 38 suggests affordability and accessibility for most consumers. The 22% growth rate highlights the sector's dynamic evolution, positioning social commerce as a key driver of economic activity and digital literacy in the country.