Yemen's digital landscape is witnessing substantial growth in live and social commerce, with over a million users actively participating in live shopping experiences. The average spending per user indicates increasing consumer confidence and acceptance of online purchasing. Social platforms like Facebook and WhatsApp are pivotal in driving these trends, contributing to a projected USD 540 million in social commerce sales for 2026.
Despite economic challenges, Yemen's internet penetration and smartphone adoption are boosting e-commerce activities. Businesses increasingly leverage live streams to reach consumers directly, fostering trust and engagement. The 27% growth rate underscores a rapidly evolving digital economy, promising further expansion as infrastructure and digital literacy improve nationwide.