The Latin America, Middle East and Africa Social Commerce Market is expected to witness market growth of 35.6% CAGR during the forecast period (2025-2032).
The Brazil market dominated the LAMEA Social Commerce Market by country in 2024, and is expected to continue to be a dominant market till 2032; thereby, achieving a market value of $167.4 Billion by 2032. The Argentina market is showcasing a CAGR of 36.4% during 2025-2032. Additionally, the UAE market would register a CAGR of 34.5% during 2025-2032. The Brazil and UAE led the LAMEA Social Commerce Market by Country with a market share of 22.8% and 16.8% in 2024. The South Africa market is expected to witness a CAGR of 36.7% during throughout the forecast period.
Rising internet penetration, mobile adoption, and creative fintech solutions have all contributed to the rapid evolution of the social commerce market throughout LAMEA. In Latin America, unofficial peer-to-peer transactions on Facebook Marketplace, WhatsApp, and Instagram developed into organized online marketplaces backed by regional payment methods like Argentina's e-wallets and Brazil's Pix. In the Middle East, widespread smartphone use and QR-enabled payments boosted messaging app commerce, while in Africa, marketplaces such as Jumia combined social features and logistics to increase reach. The pandemic further accelerated this change throughout the region, with platforms incorporating influencer marketing, seller training, and checkout features to increase adoption and trust.
Influencer-led selling based on cultural trust, hybrid offline-online formats, WhatsApp broadcasting, and QR-based ordering are some of the key trends influencing LAMEA's social commerce. Fintech integration in underbanked segments is another. To help small sellers and increase customer engagement, major players like Mercado Libre, Jumia, and regional innovators rely on community-driven strategies, safe payments, and logistics partnerships. Country-specific dynamics range from Pix-enabled ecosystems in Brazil to mobile-first networks in Africa and luxury-focused digital campaigns in GCC states. The competitive landscape is a blend of global platforms, local fintech-driven marketplaces, and informal sellers. Together, inclusivity, flexibility, and the blending of technology and cultural commerce customs characterize the LAMEA social commerce ecosystem.
The Brazil market dominated the LAMEA Social Commerce Market by country in 2024, and is expected to continue to be a dominant market till 2032; thereby, achieving a market value of $167.4 Billion by 2032. The Argentina market is showcasing a CAGR of 36.4% during 2025-2032. Additionally, the UAE market would register a CAGR of 34.5% during 2025-2032. The Brazil and UAE led the LAMEA Social Commerce Market by Country with a market share of 22.8% and 16.8% in 2024. The South Africa market is expected to witness a CAGR of 36.7% during throughout the forecast period.
Rising internet penetration, mobile adoption, and creative fintech solutions have all contributed to the rapid evolution of the social commerce market throughout LAMEA. In Latin America, unofficial peer-to-peer transactions on Facebook Marketplace, WhatsApp, and Instagram developed into organized online marketplaces backed by regional payment methods like Argentina's e-wallets and Brazil's Pix. In the Middle East, widespread smartphone use and QR-enabled payments boosted messaging app commerce, while in Africa, marketplaces such as Jumia combined social features and logistics to increase reach. The pandemic further accelerated this change throughout the region, with platforms incorporating influencer marketing, seller training, and checkout features to increase adoption and trust.
Influencer-led selling based on cultural trust, hybrid offline-online formats, WhatsApp broadcasting, and QR-based ordering are some of the key trends influencing LAMEA's social commerce. Fintech integration in underbanked segments is another. To help small sellers and increase customer engagement, major players like Mercado Libre, Jumia, and regional innovators rely on community-driven strategies, safe payments, and logistics partnerships. Country-specific dynamics range from Pix-enabled ecosystems in Brazil to mobile-first networks in Africa and luxury-focused digital campaigns in GCC states. The competitive landscape is a blend of global platforms, local fintech-driven marketplaces, and informal sellers. Together, inclusivity, flexibility, and the blending of technology and cultural commerce customs characterize the LAMEA social commerce ecosystem.
Business Model Outlook
Based on Business Model, the market is segmented into B2C, C2C, and B2B. The B2C market segment dominated the Saudi Arabia Social Commerce Market by Business Model is expected to grow at a CAGR of 36 % during the forecast period thereby continuing its dominance until 2032. Also, The B2B market is anticipated to grow as a CAGR of 39.9 % during the forecast period during 2025-2032.
Product Type Outlook
Based on Product Type, the market is segmented into Personal & Beauty Care, Apparel, Accessories, Home Products, Health Supplements, Food & Beverage, and Other Product Type. Among various Brazil Social Commerce Market by Product Type; The Apparel market achieved a market size of USD $34.9 Million in 2024 and is expected to grow at a CAGR of 32.7 % during the forecast period. The Health Supplements market is predicted to experience a CAGR of 34.8% throughout the forecast period from (2025 - 2032).Country Outlook
High levels of social media engagement, widespread smartphone adoption, and the cultural importance of online communities have made Brazil's social commerce market one of the most vibrant in Latin America. Due to the extensive use of Pix, platforms like WhatsApp, Instagram, Facebook, and TikTok have emerged as important retail channels. WhatsApp in particular stands out as a center for direct sales, negotiations, and payments. Short-form videos, influencer-led campaigns, and Portuguese-localized content increase consumer trust and encourage impulsive purchases. Live shopping events that are connected to entertainment also increase engagement. Particularly in smaller cities, regional platforms like Mercado Livre and international players vie for the attention of younger, tech-savvy consumers. Authenticity, community-driven engagement, and innovative content strategies that combine storytelling and commerce are essential for success in this market.List of Key Companies Profiled
- Meta Platforms, Inc.
- ByteDance Ltd.
- Pinterest, Inc.
- Alibaba Group Holding Limited
- Tencent Holdings Ltd.
- Pinduoduo Inc.
- Snap, Inc. (SnapChat)
- Google LLC (Youtube, LLC)
- Shopify Inc.
- Amazon.com, Inc.
Market Report Segmentation
By Platform/Sales Channel
- Video Commerce (Live stream + Prerecorded)
- Apparel Network-led Commerce
- Apparel Reselling
- Group Buying
- Product Review Platforms
By Business Model
- B2C
- C2C
- B2B
By Product Type
- Personal & Beauty Care
- Apparel
- Accessories
- Home Products
- Health Supplements
- Food & Beverage
- Other Product Type
By Country
- Brazil
- Argentina
- UAE
- Saudi Arabia
- South Africa
- Nigeria
- Rest of LAMEA
Table of Contents
Chapter 1. Market Scope & Methodology
Chapter 2. Market at a Glance
Chapter 3. Market Overview
Chapter 8. Competition Analysis - Global
Chapter 9. Value Chain Analysis - Social Commerce Market
Chapter 11. LAMEA Social Commerce Market by Platform/Sales Channel
Chapter 12. LAMEA Social Commerce Market by Business Model
Chapter 13. LAMEA Social Commerce Market by Product Type
Chapter 14. LAMEA Social Commerce Market by Country
Chapter 15. Company Profiles
Companies Mentioned
- Meta Platforms, Inc.
- ByteDance Ltd.
- Pinterest, Inc.
- Alibaba Group Holding Limited
- Tencent Holdings Ltd.
- Pinduoduo Inc.
- Snap, Inc. (SnapChat)
- Google LLC (Youtube, LLC)
- Shopify Inc.
- Amazon.com, Inc.
