Oman's social commerce market has experienced significant growth in 2026, with revenues reaching approximately USD 320 million. The increased adoption of smartphones and broadband has made social media platforms vital sales channels, especially among younger consumers. Platforms like Instagram and TikTok dominate, facilitating seamless shopping experiences that drive higher engagement and spending.
The penetration rate of social commerce among internet users is now at 35%, reflecting growing trust and familiarity with online shopping via social media. With over 1.2 million active buyers, Oman is rapidly embracing digital retail, which is supported by improvements in digital infrastructure and local businesses expanding their online presence. This trend is expected to continue, boosting the digital economy and retail sectors.