Gambia's social commerce landscape in 2026 continues to grow, with a conversion rate of 4.8%, indicating increasing consumer trust and platform engagement. The total revenue surpasses GMD 1.2 billion, reflecting expanding digital retail opportunities in the country. The average purchase value remains modest but shows steady growth, driven by mobile-friendly platforms and increasing smartphone penetration among Gambian consumers.
With over 850,000 active social commerce buyers, the sector is a vital component of Gambia's digital economy. The 15% penetration rate among internet users highlights significant potential for further growth as digital literacy and internet access improve. Businesses and entrepreneurs are leveraging social media to reach more customers, fostering economic development and consumer convenience across the nation.