Gambia's e-commerce sector has expanded significantly in 2026, with over 1.2 million transactions driven by increased internet access and mobile usage. The return rate of 8.5% indicates a relatively smooth customer experience, aided by improved logistics and customer service. Refund processing times have decreased, contributing to higher satisfaction among consumers, fostering trust in online shopping.
Despite growth, some challenges remain, such as logistical complexities in rural areas and ensuring product quality. The rising e-commerce revenue of GMD 2.4 billion reflects a burgeoning market, with consumer confidence steadily increasing. Businesses are focusing on streamlining return policies to sustain growth and enhance customer loyalty in this competitive landscape.