The social commerce return rate in Gambia is projected at 4.5% in 2026, reflecting improvements in consumer confidence and streamlined return policies. The market is expanding rapidly, with annual revenues reaching USD 15 million, driven by increased smartphone penetration and digital literacy. Most transactions are completed via mobile payments, which have gained widespread popularity among Gambian consumers, supporting the growth of local online businesses.
The social commerce user base is expected to reach 1.2 million, representing a significant portion of the population engaged in digital shopping. As e-commerce matures, average purchase values are stabilizing at USD 45, indicating steady consumer spending. These trends highlight Gambia's increasing integration of social platforms into daily commerce and the importance of mobile payment solutions in facilitating this growth.