At the start of the review period mobile e-commerce accounted for just 36% of e-commerce transactions in Tunisia in current value terms, but by 2021 this figure had risen to 82%. More than 90% of Tunisians are now using a smartphone with an internet connection, with this being a key driver of not just mobile e-commerce but e-commerce overall.
The new generation of young Tunisians are generally more knowledgeable when it comes to the internet and smartphones, having grown up surrounded by this technology. In 2021, the number of mobile applications launched in Tunisia continued to grow at a rapid rate, adding further convenience to the online shopping experience.
In 2021, several new Chinese mobile brands entered the Tunisian market. Oppo, Xiaomi and Huawei are offering consumers a wide variety of smartphones at more affordable prices compared to Apple and Samsung.
With the number of people with smartphones continuing to rise, it is likely that mobile e-commerce will further increase its overall share of e-commerce over the forecast period. In line with this, more companies will be pushed into launching their own mobile apps to support online shopping and to avoid losing out to the competition.
The development of mobile e-commerce is also encouraging finance authorities in Tunisia to develop and offer new payment terminals and platforms. For example, Tunisie Monétique and Tunisian Post are now available in a mobile version to support online payments.
Consumers are waiting attentively for the official entrance of Amazon and eBay into the Tunisian market, with this being expected to take place in the early part of the forecast period. For the moment, nothing has been officially confirmed yet but it is not expected to be long before this happens.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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