Uruguay's social commerce sector has experienced significant growth, with revenues reaching approximately USD 120 million in 2026. The majority of users are engaged through mobile devices, reflecting the country’s high mobile penetration rate of 75%. Fashion and apparel remain the dominant categories, driven by young consumers and influencer marketing. The average transaction value indicates increased consumer trust and higher purchasing power within digital platforms.
The increasing adoption of social media platforms for shopping has transformed Uruguay's retail landscape. Small and medium-sized businesses are leveraging targeted advertising to reach local audiences effectively. As digital literacy improves, more Uruguayans are comfortable making social commerce transactions, further boosting the sector’s expansion. This trend aligns with Uruguay’s broader digital economy growth and efforts to enhance e-commerce infrastructure.