4.2 million
Number of social commerce users
Represents 24% of Zambia's population engaging in social commerce
USD 35
Average monthly social commerce expenditure
Average amount spent per user on social commerce platforms in 2026
18%
Growth rate of social commerce transactions
Year-over-year increase in social commerce transactions in Zambia
78%
Mobile social commerce penetration
Percentage of social commerce users accessing via mobile devices
Facebook 55%, WhatsApp 30%, Instagram 15%
Social commerce platform market share
Distribution of social commerce activity across platforms
Zambia's social commerce sector has experienced rapid growth, with over 4.2 million users actively purchasing through social platforms in 2026. Mobile penetration remains high, with 78% of users accessing social commerce via smartphones, facilitating easy and widespread access. The majority of transactions are driven by Facebook, which dominates the market, followed by WhatsApp and Instagram, reflecting shifting consumer preferences towards social-based shopping.
The average monthly expenditure per user is USD 35, indicating a steady increase in consumer confidence and digital payment adoption. The 18% growth rate in transactions underscores the expanding digital economy, especially among young and urban populations. As social commerce continues to evolve, businesses are leveraging these platforms for marketing and sales, driving economic activity and digital inclusion across Zambia.
Frequently Asked Questions
What are the main social commerce platforms in Zambia?
Facebook, WhatsApp, and Instagram are the leading social commerce platforms, accounting for most transactions in Zambia in 2026.
How has social commerce impacted small businesses in Zambia?
Social commerce has enabled small businesses to reach wider audiences, increase sales, and reduce marketing costs, fostering economic growth.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.