According to Tunisia’s Ministry of Trade, informal market products accounted for as much as 40% of e-commerce sales in 2021. Sellers are taking advantage of the lack of control on online sales by authorities to carve out informal retail opportunities.
The COVID-19 pandemic has accelerated the growth of e-commerce in Tunisia. The closure of thousands of physical stores, reduced travel, and the use of rigorous preventive measures to fight against the spread of COVID-19 all influenced consumer behaviour.
The rapid expansion of e-commerce in Tunisia has helped to create a large number of new jobs, with this helping to address the job losses seen in other industries. For example, several new delivery companies were launched in 2021 seeing an opportunity to benefit from the spike in online orders.
E-commerce is expected to continue developing in Tunisia over the forecast period, with consumer demand increasing and online shopping attracting more consumers. New products and services are becoming available through e-commerce each year, while leading player Jumia is now offering a wide variety of products with delivery within 72 hours.
Due to current legislation and laws linked to money exchange, major international players such as eBay and Amazon still cannot enter the Tunisian market. In fact, international payments are largely prohibited in Tunisia.
The role of the government and authorities within Tunisia will be important and decisive to the further development of e-commerce in the country over the forecast period. For example, the Ministry of Trade has launched a campaign targeted at applying more controls on online stores in Tunisia in order to reduce the amount of illicit trade.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the E-Commerce (Goods) industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!