In 2026, Panama's social commerce influencer sales are projected to reach USD 250 million, reflecting a significant rise driven by increased digital adoption and influencer marketing. The number of active influencers has grown to over 15,200, each generating an average of USD 16,400 in sales, showcasing the expanding digital economy. Mobile commerce dominates sales channels, accounting for 78%, emphasizing the importance of mobile-friendly content and platforms.
This growth indicates that social commerce is becoming a vital part of Panama's retail landscape. Local brands and international companies are investing more in influencer collaborations to reach consumers effectively. The rise in influencer sales also correlates with the country's rising internet penetration and smartphone usage, creating favorable conditions for continued expansion of social commerce activities and influencer marketing strategies in Panama.