By 2026, Gambia's social commerce revenue is projected to reach approximately 12 million USD, reflecting the country's increasing digital adoption. The surge in internet access and smartphone usage has significantly boosted online shopping activities among Gambians, with over 750,000 individuals engaging in social commerce. The average spend per user remains modest but is expected to grow as digital payment methods become more widespread, fostering further market expansion.
Social media platforms like Facebook, WhatsApp, and Instagram dominate the Gambian social commerce landscape, facilitating seamless transactions. Mobile commerce accounts for about 65% of all social commerce activities, indicating the importance of mobile-friendly platforms. As digital literacy improves and infrastructure develops, social commerce is poised for continued growth, contributing notably to Gambia’s digital economy and retail sectors.