Instagram Shopping Social Commerce Statistics in Ethiopia (2026)

By 2026, Ethiopia has seen a substantial increase in Instagram Shopping users, reaching over 4 million active consumers. This rise reflects the country's expanding internet penetration and digital literacy. Small businesses are increasingly adopting Instagram as a primary sales channel, driven by the platform's low entry barriers and extensive reach. Consumer spending on social commerce continues to grow, indicating a shift toward digital purchasing behaviors in Ethiopian urban and semi-urban areas.

The social commerce ecosystem on Instagram is contributing significantly to Ethiopia's retail landscape, with revenues surpassing USD 28 million. The steady growth rate highlights the country's evolving digital economy, with more entrepreneurs and consumers engaging in social-based transactions. As Instagram enhances shopping features, Ethiopia's social commerce sector is poised for further expansion, fostering local economic development and digital inclusion across diverse regions.