Uruguay's social commerce sector, led by TikTok Shop, has seen remarkable growth by 2026, driven by increased mobile usage and digital adoption. With over 1.2 million active users, the platform contributes significantly to the local economy, generating approximately $150 million USD in revenue. Consumers are spending an average of $125 USD per user, reflecting strong engagement and trust in social commerce.
The high mobile penetration rate of 89% indicates that most Uruguayans access social commerce via smartphones, facilitating swift shopping experiences. Influencer marketing remains a key driver, with 34% of users engaging with content creators to discover and purchase products. These trends suggest a mature digital market with substantial growth potential in social commerce.