eCommerce market in Tunisia

Tunisia is one of the smaller markets for eCommerce with a predicted revenue of US$190.2 million by 2024. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 11.0%, resulting in a projected market volume of US$288.8 million by 2028. With an expected increase of 12.9% in 2024, the Tunisian eCommerce market contributed to the worldwide growth rate of 7.4% in 2024. Like in Tunisia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Tunisian eCommerce market. Hobby & Leisure is the largest market and accounts for 25.7% of the Tunisian eCommerce revenue. It is followed by Electronics with 22.5%, Fashion with 18.8%, Furniture & Homeware with 12.0%, DIY with 8.9%, Care Products with 8.3%, and Grocery with the remaining 3.9%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Tunisian retail market, the online share is 2.6% and will increase by an average of 9.5% to 3.8% by 2028.