Gambia's e-commerce sector is experiencing rapid growth, with revenues reaching approximately USD 45 million in 2026. Mobile commerce dominates this landscape, accounting for 65% of transactions, thanks to widespread smartphone adoption. Personalization features, such as tailored product recommendations, are adopted by 70% of e-commerce platforms, enhancing user engagement and increasing average order values.
The increasing number of online shoppers, estimated at 250,000, reflects a broader digital shift in Gambian society. Businesses are leveraging personalization strategies to cater to local preferences, boosting sales and customer loyalty. As digital infrastructure improves, Gambia is poised for further e-commerce expansion, driven by mobile-first approaches and data-driven marketing campaigns.