320,000
Number of active live commerce users
Gambian digital consumers engaging with live shopping platforms
$45 million
Total social commerce sales in USD
Value of social commerce transactions facilitated via live streams
12 minutes
Average weekly live commerce session duration
Average time Gambian users spend per live shopping session
25%
Percentage of e-commerce sales via live commerce
Proportion of total online sales conducted through live stream platforms
65%
Growth rate of live commerce users since 2023
Increase in active users over the past three years
Gambia's live commerce sector is experiencing rapid growth, with over 320,000 active users in 2026. The increasing adoption of smartphones and improved internet infrastructure have fueled this trend, making live shopping a popular way for consumers to discover and purchase products. Social media platforms like Facebook and WhatsApp are leading channels for these live streams, boosting sales and user engagement.
Social commerce now accounts for a quarter of Gambian e-commerce sales, totaling approximately $45 million USD. The average session lasts around 12 minutes, indicating high engagement levels. Businesses are leveraging live streams to promote local products, enhance brand loyalty, and expand their reach in both urban and rural areas. This shift underscores the country's digital transformation and evolving shopping behaviors.
Frequently Asked Questions
What are the main platforms for live commerce in Gambia?
Facebook Live, WhatsApp, and Instagram are the primary platforms enabling live commerce in Gambia, due to their popularity and user base.
How has live commerce impacted traditional retail in Gambia?
Live commerce has complemented traditional retail, increasing sales and providing new channels for small businesses to reach customers directly.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.