Social commerce in Sao Tome and Principe has seen rapid growth in 2026, driven by increasing internet access and mobile device usage. The total revenue from social platforms has reached approximately 2.3 million USD, with a growing number of users participating in live shopping events. This trend reflects a shift towards more interactive and personalized shopping experiences among consumers in the country.
The average purchase value of around 52 USD indicates moderate spending, with a significant portion of the population engaging through social media channels. The 12% penetration rate suggests considerable room for expansion as more consumers adopt digital shopping. Engagement rates in live videos continue to rise, highlighting the importance of real-time interactions in Sao Tome and Principe's digital commerce landscape.