In 2026, social commerce continues to grow rapidly in Tanzania, with around 12 million active users, mostly women, engaging in buying and selling via mobile platforms. The average monthly expenditure indicates a healthy digital economy driven by increased internet access and smartphone adoption. Platforms like Facebook and WhatsApp remain dominant, with TikTok gaining popularity for visual marketing and live selling.
This trend signifies a shift towards digital marketplaces, especially among small vendors and entrepreneurs. The projected USD 1.2 billion in social commerce revenue reflects expanding consumer trust and platform integration. As digital literacy improves, more Tanzanians are expected to participate, fostering local business growth and creating opportunities for international brands to tap into this emerging market.