Eswatini's social commerce sector is experiencing rapid growth, with revenue reaching approximately USD 45 million in 2026. The increasing smartphone penetration and improved internet connectivity are driving more consumers towards social platforms for shopping. The high engagement rate indicates a shift towards digital buying behaviors, especially among younger demographics. Businesses are leveraging social media to target these digital-savvy consumers effectively.
The average monthly spend of USD 75 per user reflects a growing consumer confidence in online transactions. The majority of social commerce activity is conducted via mobile devices, accounting for 82% of transactions. This trend emphasizes the importance of mobile-optimized platforms and targeted marketing on social channels. As Eswatini continues to develop its digital infrastructure, social commerce is poised to become a key component of its retail landscape.