Oman Social Commerce Market Report Size Share Growth Drivers Trends Opportunities & Forecast 2025–2030

Oman Social Commerce Market Overview

• The Oman Social Commerce Market is valued at USD 700 million, based on a five-year historical analysis of the broader e?commerce sector and the rising share of social-media?enabled transactions within it. This growth is primarily driven by the increasing penetration of smartphones and internet connectivity, alongside a growing trend of online shopping among consumers. The rise of social media platforms as shopping channels has also significantly contributed to the market's expansion, as businesses leverage platforms such as Instagram, WhatsApp, TikTok, Snapchat and Facebook to reach a wider audience and use influencers to promote products.
• Muscat, the capital city, is the dominant hub for social commerce in Oman due to its high population density, higher income levels, and concentration of enterprises adopting online and social selling channels. Other cities like Salalah and Sohar are also emerging as key players, driven by their growing digital infrastructure, logistics connectivity, and increasing consumer engagement with social media for product discovery and ordering. The concentration of businesses and consumers in these urban areas, combined with rising numbers of licensed online businesses, facilitates a vibrant social commerce ecosystem.
• In 2023, the Omani government continued to strengthen the regulatory framework to enhance consumer protection in e?commerce transactions, building on instruments such as the Electronic Transactions Law promulgated by Royal Decree 69/2008 and the Consumer Protection Law issued by the Public Authority for Consumer Protection. This framework includes mandatory compliance for online retailers to provide clear information on prices, terms and return policies, to ensure the security and confidentiality of electronic payments, and to avoid misleading or deceptive practices. Such regulations aim to build trust in the online shopping environment, thereby promoting the growth of social commerce as more transactions shift to social media channels used by Omani SMEs and entrepreneurs.

Oman Social Commerce Market Segmentation

By Business Model:The business model segmentation of the Oman Social Commerce Market includes various approaches through which transactions are conducted. The B2C (Business-to-Consumer) model is the most prevalent, as it allows retailers, food-delivery platforms, and service providers to sell directly to consumers via social media storefronts, shoppable posts, and chat?based ordering. The B2B (Business-to-Business) model is also gaining traction, particularly among wholesalers, distributors, and suppliers that use social platforms and messaging apps for lead generation, catalog sharing, and order management. C2C (Consumer-to-Consumer) platforms are popular for peer-to-peer sales of second-hand goods, niche products, and home?based businesses using Instagram, WhatsApp and local classifieds. C2B (Consumer-to-Business) is emerging as consumers and creators offer content, feedback, and custom products or services to businesses, often monetized through collaborations and affiliate programs. Other models include hybrid approaches that combine elements of these categories, such as marketplaces and influencers who simultaneously enable B2C and C2C transactions.

By Product Category:The product category segmentation highlights the diverse range of goods sold through social commerce platforms in Oman. Fashion & Apparel leads the market, driven by the popularity of online shopping for clothing, modest wear, and accessories promoted heavily via Instagram and Snapchat. Beauty & Personal Care products are also significant, reflecting consumer interest in personal grooming and the strong role of beauty influencers and salons using social media for promotion and booking. Consumer Electronics & Appliances are increasingly being purchased online and via social channels, supported by trusted retail brands and marketplaces that advertise deals and launches on social media. Food & Grocery sales are growing as consumers seek convenience through social-media?integrated food?delivery platforms and local grocery sellers taking orders through messaging apps. Home & Living products, along with Sports, Hobbies & Entertainment items, are also gaining traction, catering to various consumer needs including home décor, fitness products, and games promoted through local influencers and community groups.

Oman Social Commerce Market Competitive Landscape

The Oman Social Commerce Market is characterized by a dynamic mix of regional and international players. Leading participants such as Omantel, Ooredoo Oman, Talabat Oman, Amazon (formerly Souq.com), Noon, LuLu Hypermarket Oman, Carrefour Oman (Majid Al Futtaim Retail), Thawani Pay, Bank Muscat, National Bank of Oman, Muscat Media Group, Asyad Group, Oman Oil Marketing Company, Omantel Digital / ICT Solutions, Key Local Influencer & SME Social Commerce Brands (Representative Sample) contribute to innovation, geographic expansion, and service delivery in this space.

Oman Social Commerce Market Industry Analysis

Growth Drivers

• Increasing Smartphone Penetration:Oman has approximately 5.6 million smartphone users, representing a penetration rate of around 92%. This surge in smartphone adoption facilitates access to social commerce platforms, enabling consumers to shop conveniently. The World Bank reports that mobile internet subscriptions in Oman have reached 160 per 100 inhabitants, indicating a robust infrastructure that supports mobile commerce. This trend is expected to drive social commerce growth significantly, as more users engage with digital shopping experiences.
• Rise of Social Media Usage:Oman is projected to have over 4.2 million active social media users, accounting for approximately 78% of the population. This widespread engagement on platforms like Instagram and Facebook creates a fertile ground for social commerce. According to Statista, the average daily time spent on social media in Oman is around 2.8 hours, which enhances opportunities for brands to connect with consumers through targeted advertising and influencer partnerships, driving sales through social channels.
• Expansion of Digital Payment Solutions:The digital payment landscape in Oman is evolving rapidly, with over 65% of the population using mobile wallets and online payment systems. The Central Bank of Oman has reported a 35% increase in digital transactions year-on-year, reflecting consumer confidence in these solutions. This growth in digital payment options not only simplifies the purchasing process but also encourages more consumers to engage in social commerce, as they can transact securely and conveniently online.

Market Challenges

• Limited Internet Infrastructure in Rural Areas:Despite urban areas in Oman enjoying high-speed internet, rural regions face significant connectivity challenges. Currently, only 42% of rural households have access to reliable internet services, according to the Telecommunications Regulatory Authority. This disparity limits the reach of social commerce platforms, hindering potential growth in these underserved markets. Addressing this issue is crucial for expanding the social commerce ecosystem across the entire country.
• Consumer Trust Issues:Trust remains a significant barrier to social commerce in Oman, with 58% of consumers expressing concerns about online security and product authenticity. A survey by the Oman Chamber of Commerce indicates that many potential buyers hesitate to make purchases due to fears of fraud and inadequate consumer protection. Building trust through transparent practices and robust customer service is essential for fostering a more vibrant social commerce environment in the region.

Oman Social Commerce Market Future Outlook

The future of social commerce in Oman appears promising, driven by technological advancements and changing consumer behaviors. As smartphone penetration continues to rise and digital payment solutions become more accessible, the market is likely to witness increased engagement. Additionally, the integration of innovative technologies such as augmented reality will enhance the shopping experience, making it more interactive. Brands that prioritize consumer trust and invest in localized marketing strategies will be well-positioned to capitalize on these emerging trends and drive growth in the sector.

Market Opportunities

• Untapped Rural Markets:With a significant share of Oman’s population residing in rural areas, there is a substantial opportunity for social commerce platforms to expand their reach. By developing targeted marketing strategies and improving internet access, businesses can tap into this underserved demographic, potentially increasing their customer base and driving sales growth in these regions.
• Collaborations with Local Influencers:The influencer marketing landscape in Oman is burgeoning, with over 1,200 active influencers across various platforms. Collaborating with these local figures can enhance brand visibility and credibility, particularly among younger consumers. By leveraging influencer partnerships, brands can effectively promote their products and services, driving engagement and sales through authentic connections with their target audience.