In 2026, social commerce in Sao Tome and Principe has seen steady growth, with revenue reaching approximately 5.2 million USD. The increasing internet penetration and smartphone adoption have fueled consumer engagement, particularly on Facebook, which dominates the social commerce landscape with over half of the market share. The average buyer spends around 35 USD per transaction, indicating a growing confidence in online purchasing within the country.
Despite the small market size, social commerce is becoming a vital part of Sao Tome and Principe's digital economy. The penetration rate of 24% suggests a significant portion of internet users are now shopping through social media platforms. This trend is expected to continue as local businesses and entrepreneurs leverage social channels for sales, fostering economic growth and digital inclusion across the nation.