Ethiopia's social commerce sector has experienced rapid growth, with 15 million active users engaging in live shopping and social media platforms by 2026. This surge is driven by increased internet access and smartphone penetration, making digital buying more accessible across urban and rural areas. The USD 1.2 billion transaction volume in live commerce reflects a thriving digital economy that continues to expand as more consumers embrace online shopping trends.
Market analysts predict that Ethiopia's social commerce market will continue to grow, reaching 22% penetration and contributing significantly to the country's USD 3.4 billion e-commerce revenue. The high engagement levels, particularly with live streaming sessions averaging 3.5 million viewers daily, indicate a shift towards more interactive and personalized shopping experiences. Businesses are leveraging social platforms to connect directly with consumers, fueling further market expansion.