Kosovo's social commerce sector is rapidly expanding, with a projected revenue of €120 million in 2026. The growth is driven by increased smartphone penetration and the popularity of platforms like Facebook and Instagram for shopping. Fashion remains the leading category, reflecting local consumer preferences for trendy and affordable clothing. The average transaction value suggests Kosovars are engaging in both small and mid-range purchases online, indicating a mature digital shopping culture.
Mobile commerce is dominant, with 78% of social commerce transactions happening on smartphones. This trend highlights the importance of mobile-optimized shopping experiences for local businesses. As the digital infrastructure improves, social commerce is expected to diversify further, including categories like electronics and beauty products. Continued growth will likely be supported by improved payment options and expanding digital literacy among Kosovars.