How Digital Marketing Is Changing in Belarus in 2026

Belarus is a market with a high level of internet penetration, especially in the mobile environment. The main task for brands here is not just to ensure an online presence, but to build noticeable communication with users.

In this article, we provide up-to-date statistics based on the DataReportal report and Megapolis Media data, and share recommendations on digital marketing in Belarus.

8.47 Million Internet Users in Belarus: Why Simple Reach Is No Longer Enough 

Belarus has 8.47 million internet users. This is 94.3% of the population.

Belarus can be considered a mature digital market: almost the entire population is already connected to the internet. Therefore, for brands, the question is not how to “find” the audience in digital, but how to stand out among other advertising messages.

A 0.7% decrease in the number of internet users does not look critical. However, it shows that the market is no longer growing through new connections. This means that advertising strategies should shift toward improving the quality of contact, for example:

• Precise targeting.
• Frequency control.
• Working with engagement.
• Analyzing user behavior after the click.

Programmatic provides this quality of contact. It is automated ad buying with precise selection of audiences, platforms, and display conditions. In the mobile environment, a brand can reach users not in a mass and uniform way, but with consideration of their interests and behavior.

Social Media in Belarus Reaches 85% of the Population 

Social media in Belarus is used by 7.64 million users, which is 85% of the population. A strong year-on-year growth of +30.6% was recorded.

By gender, the audience is slightly shifted toward men:

• 54.7% men.
• 45.3% women.

According to DataReportal, TikTok appears to be the largest channel in terms of potential advertising reach. LinkedIn is a niche but growing B2B channel, with the audience in Belarus reaching 1.10 million members.

Chrome Leads in Web Traffic in Belarus 

Among browsers in Belarus, Chrome is the leader, accounting for 53.15% of all web traffic.

Safari ranks second with a share of 22.34%, reflecting a significant share of Apple device users.

It is followed by Yandex Browser at 9.15%, Opera at 6.66%, Edge at 3.39%, and Firefox at 3.31%.

The browser environment in Belarus is highly concentrated around Chrome. However, when developing websites, landing pages, and advertising materials, it is important to consider Safari and Yandex Browser as significant access channels.

According to StatCounter, in April 2026, desktop traffic accounted for 61.72%, while mobile traffic accounted for 38.28%.

This shows that computers remain an important channel for product search and consideration. However, mobile advertising should not be viewed as secondary: the smartphone accompanies the user throughout the day. It is used for social media, messengers, video, and apps. Therefore, it gives brands an opportunity to contact the audience more often and more accurately in the everyday digital environment.

Thus, Belarus cannot be described only as a mobile market. For campaigns, it is better to use a multi-channel approach: mobile formats for reach and engagement, and desktop for conversion.

Android Leads, but iOS Accounts for Almost Half of Mobile Traffic in Belarus 

Android leads in mobile web traffic in Belarus with 57.5%. At the same time, the share of iOS is high — 42.3%. This means that the market is effectively divided between two main ecosystems. Other operating systems account for an insignificant share and have almost no impact on media planning. 

Key Facts About Digital Marketing: Statistics and Recommendations 

According to Megapolis Media, the total volume of the advertising market in Belarus is about 314.1 million BYN. Of this amount, 163.3 million BYN, or 52%, is accounted for by internet advertising.

At the same time, consumer behavior data shows that internet advertising works both as a sales channel and as a channel for brand discovery. 74% of consumers in Belarus learn about goods and services through social media and blogs.

After a sharp decline in 2022, the advertising market in Belarus began to recover and reached 314 million BYN by 2025. This is 44% higher than the 2021 level, which indicates the recovery of advertising activity and growing investment in promotion.

E-commerce in Belarus is growing rapidly. At the beginning of 2025, almost 31,000 online stores were registered in the Trade Register. This is almost three times more than 10 years ago.

The main share of online sales comes from non-food products — 95%. Among the largest categories are:

• Clothing.
• Household appliances.
• Construction materials.
• Electronics.
• Cosmetics.
• Furniture.

For online stores and retailers, mobile in-app advertising helps remain visible. This is especially important for highly competitive categories, where the purchase decision is often formed after several contacts with the brand.

How Mobile Advertising and Programmatic Help Brands Promote Themselves in Belarus 

For brands in Belarus, programmatic is becoming a way to work more effectively with audiences in a mature digital market. When most users are already online, simple ad placement is not enough. It is important to understand who sees the banner, where they see it, how often, and in what context.

Programmatic advertising makes it possible to automatically select relevant audiences and analyze the effectiveness of platforms. This is needed to redistribute the budget toward the sources that deliver better results.

In addition, mobile advertising offers different banner formats: from interactive formats with game mechanics to video ads. Read more in the article.

The BYYD programmatic platform also uses its own traffic control system developed based on artificial intelligence. It protects advertisers from invalid impressions and bots.

For over 11 years, the BYYD team has been working with mobile advertising and creating banners designed for real user engagement. We help brands capture audience attention and achieve business objectives through proven mechanics.

Check out our case studies and send us an email – let’s launch your next campaign together.

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