Yemen's social commerce sector is rapidly expanding, with revenues reaching approximately USD 120 million in 2026. The growth is driven by increased smartphone adoption and improved internet access, empowering more Yemenis to engage in online buying and selling. The majority of social commerce activity is concentrated on platforms like Facebook, which holds around 45% market share, reflecting its importance in local digital trade.
The user base for social commerce in Yemen now exceeds 2.5 million, with an average spend of USD 48 per user. Mobile transactions dominate, accounting for roughly 78% of all social commerce activities. This trend highlights the country's shift towards mobile-first digital solutions, fostering economic inclusion and opening new opportunities for small businesses and entrepreneurs in Yemen.