Uzbekistan's social commerce market is projected to reach USD 1.2 billion in revenue by 2026, driven by increasing internet penetration and smartphone adoption. Fashion and apparel remain the dominant categories, accounting for over 40% of transactions, reflecting local consumer preferences. The average transaction value continues to grow, indicating higher consumer confidence and willingness to spend online. Mobile devices are the primary platform for social shopping, with 72% of users engaging via smartphones.
The rising number of social commerce users, now estimated at 5.8 million, highlights a significant shift towards digital retail channels. Local businesses are increasingly leveraging platforms like Telegram, Instagram, and TikTok to reach consumers. As digital literacy improves and payment infrastructure develops, social commerce in Uzbekistan is poised for sustained growth, especially in categories like electronics, beauty products, and home goods. This trend is transforming traditional retail landscapes in the country.