English in Algerian E-commerce: Practices and Attitudes on Instagram

Abstract

Algeria is characterized by a diverse linguistic landscape with Arabic, Berber, and French widely used. However, in last years, English has been progressively gaining ground, especially in education, digital spaces, and among youth. With the increasing popularity of social media, Instagram has become an important platform for e -commerce, where English is increasingly present on sales pages. This study investigates how English has been integrated into Algerian e-commerce platforms by analyzing sellers’ motivations for using it and customers’ attitudes toward it using a mixed-methods approach combining questionnaires, interviews, and content analysis, the results clearly show that English is starting to establish itself as a strategic linguistic tool in this rapidly expanding sector