Tonga's e-commerce sector has seen steady growth, with an increasing internet penetration rate reaching 78% in 2026. Despite being a small island nation, online shopping has become more popular among younger and urban populations, leading to a total revenue of approximately T$35 million. The conversion rate remains modest at 2.4%, reflecting ongoing digital adoption challenges but promising growth potential.
The average order value of T$150 indicates consumers are willing to spend more online, especially on local products and services. With around 150,000 online shoppers, businesses are investing in better digital infrastructure and payment solutions. Continued improvements in internet access and logistics are expected to further boost online retail growth, benefiting the Tongan economy and consumer convenience.