Executive Summary

Feb 2019
PROSPECTS
Expanding internet access is set to support increasing demand

Although laptops and desktops remain by far the most popular devices for purchasing goods online, the rising penetration of low-cost smartphones and tablets in Tunisia is set to continue stimulating growth in the number of internet users in the country throughout the forecast period. With increasing numbers of people conducting online research on potential purchases before heading to stores, it is natural that more people will take the extra step and place online orders.

Social media positively impacts internet retailing in Tunisia

Social networks are positively impacting internet retailing value sales in Tunisia. Local consumers are being influenced by attractive offers displayed on social media, namely Facebook and Instagram, by different companies.

The continuous growth in the use of credit cards in Tunisia

Credit cards continue to record strong growth in Tunisia. Online payments are experiencing rapid growth, although this is mainly due to transactions made through public utilities platforms, e-government websites and travel agencies.

COMPETITIVE LANDSCAPE
Jumia leads internet retailing in Tunisia

Jumia, locally owned by Africa Internet Group, continued to lead internet retailing in value terms in Tunisia in 2018. It sees an enormous number of visitors per month, benefiting from a broad product range and aggressive pricing strategy.

The majority of consumers still prefer cash over credit cards

Despite the development of online services and payment methods, a large proportion of Tunisian consumers still prefer to pay by cash rather than using credit cards. In Tunisia, cash on delivery remains the most popular payment method.

Apparel and footwear retailers remain in the leading positions

Companies which offer apparel and footwear remain in the leading positions in internet retailing. The main reason for this is that people appreciate the wider range of apparel and footwear available online, and the ease with which they can compare products.

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Internet Retailing in Tunisia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Internet Retailing industry in Tunisia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Internet Retailing industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Internet Retailing in Tunisia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth 
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Tunisia?
  • How quickly is internet retailing growing in Tunisia?
  • What products are selling best over the internet?
  • Which internet sites are attracting the most sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Internet Retailing in Tunisia - Category analysis

HEADLINES

PROSPECTS

Expanding internet access is set to support increasing demand
Social media positively impacts internet retailing in Tunisia
The continuous growth in the use of credit cards in Tunisia

COMPETITIVE LANDSCAPE

Jumia leads internet retailing in Tunisia
The majority of consumers still prefer cash over credit cards
Apparel and footwear retailers remain in the leading positions

CHANNEL DATA

Table 1 Internet Retailing by Category: Value 2013-2018
Table 2 Internet Retailing by Category: % Value Growth 2013-2018
Table 3 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 4 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 5 Internet Retailing Forecasts by Category: Value 2018-2023
Table 6 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Retailing in Tunisia - Industry Overview

EXECUTIVE SUMMARY

Steady growth in 2018, despite economic difficulties
The development of internet retailing supports growth
Chained modern retailers redouble their efforts to attract consumers
The share of multinationals continues to rise as retail modernisation continues
Further growth is expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value
Seasonality
Eid al-Fitr
Back to school
Payments and delivery
Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 22 Retailing GBO Company Shares: % Value 2014-2018
Table 23 Retailing GBN Brand Shares: % Value 2015-2018
Table 24 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 25 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 26 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 27 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 28 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 29 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 30 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 31 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 32 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 35 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 36 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 37 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 38 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 39 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 40 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 42 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 44 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 46 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources