Guinea-Bissau has seen a significant rise in social commerce, with Instagram becoming a key platform for local businesses to reach consumers. By 2026, over 1.2 million users actively engage with shopping features, contributing to a projected revenue of ₡1.8 billion (USD 30 million). The average purchase value has increased steadily, reflecting growing consumer trust and digital payment adoption in the country.
Influencer marketing continues to thrive, with an engagement rate of around 4.5%, helping brands expand their reach. Nearly 850 businesses now utilize Instagram Shopping, indicating a mature digital ecosystem. This growth is driven by increased smartphone penetration and improved internet infrastructure, making social commerce a vital component of Guinea-Bissau's retail landscape in 2026.