Gambia's digital market has seen significant growth in social commerce, particularly through Instagram Shopping, with user engagement rising sharply in 2026. The expanding internet infrastructure and mobile penetration contribute to increased online shopping activity, with nearly 150,000 active users engaging in social commerce. This has resulted in a projected $4.2 million USD in revenue, reflecting the country's rapid digital adoption and evolving retail landscape.
Local businesses and entrepreneurs are increasingly leveraging Instagram's shopping features, boosting sales and broadening their customer reach. The average transaction size of $28 USD indicates a growing confidence in social commerce as a viable retail channel. As more consumers turn to social platforms for shopping, Gambia’s digital economy is set to become more dynamic and integrated with global e-commerce trends.