By 2026, Sao Tome and Principe has seen a significant increase in Instagram users, with 45,000 active users contributing to a growing social commerce scene. Instagram Shopping features have attracted around 12,000 users, indicating a rising trend of digital retail in the country. The total annual revenue from social commerce is estimated at USD 1.2 million, demonstrating the platform's expanding influence on local businesses and consumers alike.
The average spend per user has risen to USD 45, reflecting increased consumer confidence and digital engagement. Mobile commerce dominates this market, accounting for about 65% of transactions. These developments suggest that Sao Tome and Principe's e-commerce ecosystem is maturing rapidly, with social media playing a pivotal role in retail growth and digital economy diversification.