By 2026, social commerce via Instagram Shopping has become integral to Tonga's retail scene, with nearly half of social media users engaging in online buying. Small businesses increasingly leverage Instagram to reach customers, with over 2,500 retailers now active on the platform. The average user spends around T$120 monthly, reflecting growing trust and dependency on social commerce for everyday shopping needs.
The rapid 18% growth rate underscores the expanding digital economy in Tonga. With a growing user base and more local businesses adopting Instagram Shopping, the platform is poised to reshape traditional retail. Enhanced digital infrastructure and increased smartphone penetration are key drivers behind this trend, promising sustained growth in Tonga’s social commerce sector in the coming years.