In 2026, Panama's social commerce return rate stands at 4.8%, reflecting improved seller policies and consumer trust. The average purchase value has increased to USD 105, indicating stronger buyer confidence and higher-value transactions. With 2.3 million social commerce users, the market continues to expand, driven by increased internet penetration and smartphone usage, especially among younger demographics.
Mobile shopping dominates Panama's social commerce scene, accounting for 76% of transactions. Influencer marketing remains a key driver, contributing approximately USD 310 million in sales. These trends suggest a mature digital marketplace where consumers value convenience, trust, and social validation, leading to a robust yet manageable return rate that benefits merchants and consumers alike.