Madagascar's social commerce sector continues to expand rapidly in 2026, driven by increased mobile internet access and digital literacy. The majority of transactions are conducted via mobile devices, with Facebook remaining the dominant platform for online shopping activities. As the economy modernizes, more local businesses leverage social platforms to reach consumers, boosting overall market size.
With an average monthly spend of USD 45, social commerce is becoming a vital part of Madagascar's retail landscape. The 12% growth rate indicates strong consumer adoption, especially among younger demographics. As social commerce matures, it will likely attract more international brands and improve local e-commerce infrastructure, fueling further growth.