This study examines the dynamics of social commerce ecosystems in Africa, focusing on four countries. Using a mixed-method approach that combines quantitative surveys and qualitative digital ethnography across 16 platforms, the chapter investigates how platform characteristics, cultural factors, and emerging business models shape user behaviors and ecosystem sustainability. The findings reveal that perceived value co-creation and platform trust significantly influence user engagement and social commerce intentions, with these relationships moderated by cultural factors such as collectivism and uncertainty avoidance. The chapter identifies innovative, locally adapted business models that blend online and offline elements to overcome infrastructure challenges and leverage cultural strengths. Global platforms demonstrate strengths in technical sophistication, while local platforms excel in cultural alignment and converting engagement into commercial activity. The study contributes to platform ecosystem theory, enhances understanding of value co-creation in resource-constrained environments, and expands knowledge of business model innovation in emerging markets. It provides valuable insights for platform designers and policymakers, emphasizing how social commerce can enhance financial inclusion, promote economic empowerment, and support sustainable development within African economies. This research underscores the transformative role of social commerce in shaping Africa’s digital economy and fostering inclusive growth.