Integrating Social Media Into E-commerce: Prospects And Obstacles In The Algerian Market

The rapid advancement of information and communication technologies has fundamentally reshaped global economic and commercial activities, giving rise to e-commerce as a key pillar of the modern digital economy. Recently, the convergence of e-commerce and social media platforms, known as social commerce, has opened new avenues for businesses to interact with customers. In emerging economies such as Algeria, this integration is gaining relevance as consumers and small businesses increasingly rely on platforms like Facebook and Instagram for marketing and trade. This study analyzes the development of social commerce in Algeria, highlights its opportunities and challenges, and offers recommendations to enhance the role of social commerce in the country’s digital economy. The methodology combines literature review and contextual analysis based on recent national and international reports. Findings indicate strong growth potential accompanied by structural barriers such as payment infrastructure, regulatory gaps, and trust issues.